When it comes to improving popup’s conversions, I’m sure you’re tired of constantly just tweaking the headline or a call to action.

And so, you’ll love the advice I have for you today.

Because you see, instead of focusing on what a visitors sees, I’ll show 5 ways to change your popups’ setup to immediately boost conversions.

Intrigued? Let’s go then.

# 1. Adjust the Display Time to Match the Message to a Visitor’s Engagement

You know:

Not every visitor should see your popup right after landing on a page.

In fact, many customers should see it only after they’ve indicated being ready for it.

Here, let me explain it with an example.

Imagine a first-time visitor landing on your blog. They know nothing about your store or your products. They probably haven’t read your content before either.

And so, the chances that they’ll sign up for your email list right away are rather slim.

However, if they had the opportunity to get some value from your first, by reading your content and learning more about your store, then the probability of conversion would grow exponentially.

But don’t just take my word for it. Here are some studies that confirm this behavior:

Chartbeat, for example, discovered that time on page corresponds with various engagement metrics: returned visits and brand recall.

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And that’s just one example scenario. I’ve discussed a number of others in my earlier post on the topic (if you’ve missed it, you can read it here).

The point is, you should amend the display time to reflect a visitor’s readiness for your message.

You can use different factors when amending the display time.

You can delay the popup by a specific time. Personally, in this case, I assess the average time on a page, and then, set the popup to display at about 50%-60% of this value.

For example, on average, visitors spend nearly two minutes on this page.

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Knowing this, I can set the popup to display after about a minute, giving them enough time to engage with the content.

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Or you could set the popup to show after a person has scrolled to a specific point on the page or viewed a specific number of pages.

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Split test different scenarios to discover the best method to estimate display time.

#2. Use Segmentation to Target a Specific Visitor Behavior

Look:

Every visitor landing on your site is looking for something.

The thing is, they’re not searching the same thing.

Some visitors seek advice. Others landed on your site because they consider buying specific products.

But you know what is the one thing all of them have in common?

They all respond to your message according to their objective.

For example, someone who used Google to find gift ideas will have different expectations to a person who has clicked on a link in an email campaign. And so, they will be cautious of any sales message but might respond well to a lead magnet.

Email visitors, on the other hand, will happily welcome a discount popup. And act on it.

I’ve talked about identifying visitor segments before (here is the post you should read). And Ben, Wisepops’ CEO, wrote a fantastic, 6-email course on using segments to take your conversions to the next level (if you haven’t done it yet, you can sign up via the call to action in the sidebar).

I recommend you check both of those resources out. And then, use that insight to create customer buckets – visitor segments that reflect different user behaviors to improve your popup’s targeting.

Here’s a screenshot of two customer buckets from Ben’s email course:

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Note that Ben splits visitors by a visitor characteristics, and matches them to the challenge they have on the site, as well as the message to which they’re likely to respond.

For example, if I wanted to create a popup to target the second bucket – new mobile visitors – here’s how I’d set it up in the Wisepops interface:

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#3. Add a Permanent Tab to Your Popups to Improve Engagement

I gotta tell you:

I’m fascinated by the Permanent Tab.

(And no, I’m not saying this because it’s one of Wisepops’ newest features).

It amazes me because a permanent tab introduces a whole new aspect of a visitor engagement.

You see, one of the biggest challenges when it comes to using popups is the fact that once someone closes a lightbox, it’s gone.

There is no way to bring it back, and allow them to consume the message again.

Well, not unless you use a Permanent Tab.

The Permanent Tab is a feature you can add on to any popup to serve as, what I describe, an on/off switch.

The tab can reside in various places on the screen. Below is an example of a tab in the upper right corner.

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And you can display the tab before the popup shows up, allowing visitors to see it earlier than the display time delay you’ve set up.

Or you can use it to allow a person to bring the popup back after they’ve clicked it off.

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Neat, huh?

But there’s more. You can also customize the tab to your liking, meaning that you can use it as yet another call to action, prompting a person to act on it.

You can add a tab with just one click, directly from the Wisepops’ interface. And it will work with every popup type you’ve used.

#4. Split Test the Most Optimal Popup Position

There are many other ways to display a popup than just putting it at the center of the screen.

You could have it to show on either side or attached to the bottom of the browser’s window.

And the important thing is that your audience will respond to either of them in an entirely different way.

They might scoff at the centered popup since they’ve already seen so many of them around. But a corner one might attract their attention and get them to click.

So, instead of assuming that centered popup will perform the best, test different positions to find out the most optimal one for your visitors.

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Launch an A/B test within Wisepops’ interface and set the variation to display in a different location. Then measure the performance of each popup to see which one performed the best.

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#5. Change the Display Effect

Finally, here’s one of the simplest, yet incredibly effective tweaks you could make.

But before I tell you more about it, let me ask you this:

Do you sometimes get surprised by a popup?

I do, particularly, if it shows up in an unusual way. If, instead of smoothly appearing on screen, it slides in or fades in, for example.

And you know, that’s precisely the reason why those popups are set this way – to surprise visitors and ensure they’ll notice them.

Because, one of the biggest challenges with popups is actually to make a person to pay attention to them.

And luckily, achieving that isn’t as difficult as it may seem.

How? By testing how visitors react to different display effects.

If you’ve always used the default setting, then create a split test to see if a sliding popup generates higher engagement.

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I know, this doesn’t seem like a massive change. But given how we’re naturally tuned to things that surprise us, it might have a huge effect on your conversions.

  • Pawel Grabowski