How to Use Popups: A Beginner’s Guide with Best Practices

HOW TO USE POPUPS:

A Beginner’s Guide with Best Practices

Popups work. That’s why many websites use popups as

part of their marketing strategy. Still, it is one of the

most divisive tools for both marketers and users. If

you’re one of those people who are afraid of using

popups, let me say: I understand. It’s likely that you’ve

only seen popups which are displayed at the wrong

time with the wrong message. However, by following

best ractices you can create popups that display at the

right time, and the results will speak for themselves.

ABOUT

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THE BEST WAYS TO USE POPUPSA well-timed popup gives you a second opportunity to connect with your visitors, effectively doubling your chances of converting them. Let’s

look at the best ways you can use „good” popups so they provide a benefit to your site.

Well-timed popups can help you

capture lost sales and convince

visitors to buy immediately.

DRIVE MORE SALES

Many visitors are not ready to buy

immediately, and that’s okay.

Luckily, popups can help you build

an email list by offering giveaways

like eBooks and white papers, or

incentives like discounts.

BUILD YOUR EMAIL LIST

The average ecommerce cart abandonment

rate is nearly 70%. But popups are highly

effective for saving these visitors and

convincing them to complete their purchase.

REDUCE CART ABANDONMENT

Popups can also boost your

revenue by increasing your average

cart value through upselling and

cross-selling techniques.

UPSELL AND CROSS-SELL

Unlike annoying and spammy

popups, well-timed popups can

actually improve your customer

experience.

IMPROVE CUSTOMER EXPERIENCE


BEST PRACTICES FOR USING POPUPSThese are some “do’s and don’ts” to make sure your popups won’t annoy your visitors and will benefit your site.

01

If you would ask me to describe bad popups, I would

probably say, “the ones that appear immediately when

you enter a website”. A smart marketer will only display

popups based on engagement – when visitors are ready

for another message. Even if you use a timed-based

display, you should wait at least 5 seconds, and much

longer in most cases.

DON’T USE ENTRY POPUPS

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02

A one-size-fits-all strategy is never good for marketing.

And it’s true for popups as well. You need to divide your

visitors into segments, and provide each segment a

relevant experience.

Here are the best ways to segment your visitors:

• Engagement-based targeting

• Geo-targeting

• Traffic source

• Cart value and cart content

• Campaign-based

• Exclude visitors

• Custom variables

SEGMENT YOUR VISITORS


03

With all the different options for segmenting your

visitors, you should definitely not display the same

message for every visitor. You should at least

differentiate between existing customers and prospects.

But you can create more groups based on the stages in

the buying process, from awareness to purchase.

You can also use Dynamic Text Replacement. This helps

you show more customized messages to your visitors.

You can automatically change the message of your

popups based on variables you choose, for example,

geo-targeting by country.

DON’T COMMUNICATE THE

SAME MESSAGE FOR EVERYONE


04

You shouldn’t overwhelm your visitors with too much

information on your popup. Focus on only one goal and

your CTA should embrace that goal in a clear and

straightforward way.

FOCUS ON ONLY ONE GOAL


05

In the case of popups, the “less is more” theory is 100%

true. The less information you ask about your visitors, the

more conversions you will get. In most cases, an email

address and a first name are enough. But if you don’t

need to personalize your messages in the future, you

should only ask for an email address.

LESS IS MORE


06

Your popup should have a minimalist feel to be up-to-

date with the latest design trends. Use bright and bold

colors that fit the design of your site, simple and clear

text without a lot of content, and only one main image.

Too much distraction on a popup can reduce

conversions.

FOLLOW A MINIMALIST

APPROACH IN DESIGN


07

Testing and optimizing your popups will help you to

achieve better results and improve conversions. Take the

time to create Holiday-focused campaigns and end-of-

season sale campaigns. Update your designs to reflect

each campaign.

UPDATE YOUR CAMPAIGNS

REGULARLY

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How to Use Popups: A Beginner’s Guide with Best Practices

Marketing

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