Pop up Website Marketing: Does it Really Work?
Once a plague of the internet, pop ups quickly fell into disrepute when consumers began to regard them as nothing more than nuisance spam advertising. However, in recent years there’s been a resurgence in their use without fully understanding the implications of pop up website marketing.
In an effort to reduce personal exposure, almost everyone has some kind of pop up blocker on their computer these days (Adblocker for Chrome has in excess of 10,000,000 users). This goes to show just how tired consumers are of pop ups, so why do companies still use them in 2018?
At Thirty Six Digital, we believe in driving customer engagement with more than just nuisance pop up website banners. So, if you’ve been wondering how to make pop ups for your website, it might be worth finding out what the data has to say about them first. To learn more about supercharging your online growth with tried and tested methods that won’t offend your customers, please contact a member of our team.
The idea behind pop up website marketing
Pop up website marketing is designed to push information directly to the forefront of a site visitors mind. While it’s fair to say that the more intrusive pop ups of old have fallen out of favour with reputable websites, their close relative, the ‘light box pop up’ has instead taken their place.
So, now you will typically see light box messages that blur out the majority of the screen in an attempt to motivate visitors to sign up for newsletters, disable their ad blocker software, reverse shopping cart abandonment, or offer up an email address for website access.
However, there are still a surprising number of business owners out there who wish to implement the more traditional style of pop ups to generate business. Sadly, going down this route will only help to drain your digital budget when it could have been used far more effectively elsewhere.
What’s the data saying about pop ups?
According to a What a survey says about popup marketing carried out by Survey Monkey, 68% of internet users would choose to block a website from search results if it contained too many ads. This statistic is quite eye opening, and a direct result of the aggressive nature of pop up marketing when it first came about.
Additionally, with so many internet users utilising ad blocker software, it becomes increasingly harder to accurately work out ROI from online ads in this day and age. In a 2014 report by Pagefair and Adobe by PageFair and Adobe, it was detailed that 69% more internet users took on an ad blocker tool in 2014 than in 2013. Therefore, it’s fair to assume that consumer sentiment towards pop up website marketing banners has only gotten worse in the last four years.
Instead of pop ups, focus on a better user experience
User experience (UX) has become an extremely important part of every modern digital marketing strategy. The more you optimise your website to focus on user experience, the less you will need to depend on pop up website banners to push for those desperate last resort conversions.
While the light box pop up trend is gaining traction, it’s only a matter of time before its effectiveness will be almost entirely degraded. But, in addition to this, search engines like Google are increasingly penalising websites that push pop ups on mobile devices.
So, what can small and medium size businesses do as an alternative to fill the void and strive for a high conversion rate? Site optimisation is certainly one piece of the jigsaw puzzle but there are a range of pop up website marketing alternatives to explore with your digital strategist too.
What are your alternatives?
Improve your calls-to-action (CTA) – At the heart of every website used to lie a series of great calls-to-action. If you’re failing to utilise CTAs, adjust your strategy by including relevant, well placed CTAs that drive engagement and create a sense of urgency.
Add notification options – Unlike pop ups, notifications are an opt-in service and therefore less intrusive. They can be extremely useful as they notify users on new deals, products and news even after they have left your website.
Implement a live chat function – Adding a live chat function can help your business to respond quickly to queries and also push for sales. However, a live chat function needs to be utilised at the right time and in the right place as it can overcomplicate the customer journey.
Hopefully you’re not thinking about how to make popups anymore and instead want to focus on improving the online experience for your customers. At Thirty Six Digital, we understand the intricacies of UX and how to best leverage the latest strategies for rapid online growth. To learn more about how we can help, get in touch with a member of our team now to discuss the kind of improvements you’d like made to your website.