You’ve unleashed the world’s premier popup strategy. But for some reason, it’s fizzling. Users aren’t clicking and you can’t figure out why. As you struggle to solve this mystery, valuable opportunities are slipping away. Fortunately, you don’t need Sherlock Holmes to unravel this mystery. Chances are, you can solve the problem with some proven principles.
The most important principle is this – avoid premature popups. As with swinging a tennis racket or baseball bat, timing is crucial. After a user reaches a desired web page, allow the new arrival to settle in before displaying a popup. Otherwise, your message will seem rushed, intrusive, and just plain annoying. And guess what annoyed users generally do – that’s right, flee.
So, when should a popup display? That all depends on user characteristics, which can come to light only through exhaustive research. Clearly, you’ve got some work ahead of you.
Not all popups should be timed for an early showing. In fact, one of the most productive types displays when the visitor is ready to leave. Called appropriately enough the exit popup, it generally offers some last-second benefit to the targeted user. Discounts, freebies, and other perks are among its frequent offerings.
One point to keep in mind is the irritability caused by repeat showings. Few users delight in experiencing a popup more than once – if that many times. Marketers, therefore, should utilize cookies or other digital tracking mechanisms to make certain each popup displays at the rate of once per user. As with so many other situations, once definitely is enough.
If you have questions or comments about timing popups, or about any other brand-related topic, feel free to send them our way.
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