When pop-ups can ruin your brand

Pop-ups (pop-ups) - the tool is far from new. However, despite this, opinions about their effectiveness are still divided. Some claim that pop-ups are the best way to increase conversion. Others consider them to be the main irritant of outbound marketing (aggressive, intrusive, and so disliked by modern Internet users).

Good popups

Whatever position you hold, I think you will not deny the following fact: some pop-ups really can increase conversion without causing irritation in humans.

What does it depend on? There are several important factors:

  1. How long after the "landing" pop-up appears. Put too small a gap, and you will be surprised how quickly your bounce rate will start to grow.
  2. How easy it is to close it. Screw a small "X" to your pop-up, which is barely visible, and you will get the same results as in the previous paragraph.
  3. How often it appears in one user session. What do you think, what impression will you make to the user, if you distract him often?
  4. What call to action you use. We will discuss this in great detail below.

Most of the pop-ups that we encounter every day ask us to leave your email in exchange for receiving useful content (sending out exclusive tips, videos, white paper, a number of webinars, after which you will become superprofi in online sales, etc.) . And you either enter your email address, or close the pop-up. It's simple, no imposing, you make your own choice. Such pop-ups can be called "good".

And now let's see under what circumstances pop-ups become "evil."

Wicked popups

Surely you have seen this type of pop-ups, when you make some kind of offer and you are given a choice of two extended answers. For example, "Yes, I find it interesting." or "no thanks". This is the standard structure of a popup window, and there is nothing wrong with it - you either agree or politely refuse the offer. Such pop-ups are most often found on the Internet and, judging by the numerous cases, they work very effectively (they convert and do not cause irritation).

What kind of pop-ups I refer to the category of "evil", you ask. The ones that make users feel uncomfortable. Look at the following pop-up window and you will understand what I mean:

How do you think users will feel after reading what is written on the gray button? Please imagine for a moment that there is such a pop-up on your site, and you, as a visitor, saw it.

Well, how? Pleasant feelings?

Apparently, the creators of this pop-up consider themselves to be great psychologists and masters of persuasion (unfortunately, not being such). This is pure manipulation and, believe me, this technique will never bring you positive results. Why? Everything is painfully simple.

People do not like to be deceived..

Correct conviction never contains deception. It is calm and unobtrusive. A person must make his own choice. In our case, the user is imposed on him, making him feel awkward if he wants to refuse the offer.

It's a shame, guys, shame ...

All that can be achieved in a similar way is a decrease in conversion (as most users who are not interested in the proposal will not click on the orange button because of the principle) and a strong rush of irritation (users will close the window with a feeling that they have spat into their souls - personally, I just had such a feeling).

This is not the correct technique of persuasion and not life hacking. No need to do so! In the world there are a lot of other ways that are safer for your reputation.

What kind?

Get Response uses a very interesting pop-up. When your mouse cursor is headed for the exit, a window like this appears in front of you:

This is the correct technique of persuasion. No cheating and manipulation. Pinch of humor and beautiful design. All that is needed to interest and return the bored user.

If you use pop-ups, think about how your words can affect people. You cannot force users to subscribe, you can only indicate the reason why they should do it. Do not force them to worry and feel ill at ease. After all, these feelings will soon subside, but the negative to your brand will remain forever.

By the way, you can subscribe to our newsletter completely voluntarily - it is at the very top of the screen. No pop-ups, just your own desire

Watch the video: Do Popups Still Work? Or Is it Bad For Your Digital Marketing Efforts? EXPLAINED (February 2020).


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