List-building

5 Popup Display Scenarios that Will Help You Get More Subscribers

Do you sometimes wonder how some sites do it?
How do they always manage to display relevant popups? And at the exact time, when you’re the most susceptible to their message, at that?

It feels as if they had some deep insight into what information you need to see to convert, and when, doesn’t it?
In reality, though, there’s nothing magical about it.
These sites simply capitalize on the most powerful features of website popups – display scenarios and visitor targeting.

Those sites have identified their ideal customers’ conversion triggers and set their popups to target them.
And in this post, I’ll show you 5 specific display scenarios guaranteed to get you more subscribers right away.

Sounds interesting? Let’s not waste any more time then…

Scenario #1. Display Strong Incentives to First-Time Visitors

Zig Ziglar once said that only 4 things would prevent people from buying from you:

  • no need,
  • no money,
  • not in a hurry,
  • no trust.

And I think it’s fair to assume that a person landing on your site for the very first time most likely doesn’t trust you that much.

After all, they know very little about your brand.
They may have never even heard about your site before finding it in the search results.
And the chances are that they’ve never used your products before either.

And so, there’s little chance that first-time visitors, people who trust you very little will sign up to your newsletter or download a lead magnet right off the bat.
At least, not without developing some trust in your brand beforehand. That, however, might take more than a single visit.

Therefore, if you want to convert customers on their first visit, you need to present them with a powerful incentive that would overcome their lack of trust.

This could be an irresistible, one-time only offer they will not see ever again.

A popup on Diamond Candles featuring a one-time offer

Or a high enough discount to make the offer too tempting to resist. Because, as Richard Lazzazera points in his fantastic article on Shopify:
“Larger discount really drive sales.”

Busted Tees' Popup including a hefty discount

And to take this strategy to the next level:
Don’t display the window straight after loading the page.

Create a popup that targets new visitors only.
A mobile popup on missguided.co.uk targeting new visitors

And then, delay its appearance for at least 10 seconds to ensure the person has had the time to engage with your brand and becomes more susceptible to your marketing message.

Scenario #2. Reward Highly Engaged Visitors

Here’s the deal:
Someone who has visited your site a couple of times within a short span of time is most likely interested in buying from you.
But perhaps they need a bit more nurturing before they convert…

For example, they might still be wondering whether to try your products, looking for a better deal elsewhere, or waiting for a discount.
And you can target those behaviors with a popup displaying to users who have visited your site in the last week or so.

To find out what makes returning visitors convert, test different popup messages:

  • Signing up for a mailing list to receive special offers. This will help you establish if these customers need more time to make up their mind, or hunt for discounts.
  • Offer a hefty “welcome back” discount.
  • Point to resources on your site that could help them make up their mind about buying – shipping costs and info, FAQs, or special offers page.

Scenario #3. Convert Paid Traffic into Email Subscribers

PPC advertising isn’t cheap.
In fact, the cost of online advertising is growing at an alarming speed.

According to Hochman Consultants, the average cost of online advertising has grown exponentially in the last two years.
For example, the average CPC in 2013 was $0.92. Last year, it rose to $1.58. That’s over 71% increase in 2 years.
At the same time, the average PPC conversion rate has dropped from 8.8% to 3.6%, a 59% drop.
A screenshot from hochmanconsultants study

Therefore, it goes without saying:
Even if you don’t convert these visitors into buyers, given how much it costs you to attract them to the store, you should at least try to get them on your email list.
And luckily, you can.

Run a popup that targets paid traffic and displays messages to convert them into email subscribers.

This way, you have a chance to continue building a relationship with them, and eventually, convert them into customers.

Scenario #4. Capitalize on Traffic from Media Mentions or Sponsored Links

Look:
There’s nothing better for an online store than a media mention.
A media outlet featuring your brand, a top industry blogger recommending about your products or sponsored link on a site your target audience frequents are bound to send you heaps of traffic.
What’s more, as they’re coming from a referral, be it on media, or from an influencer they follow, these people are more likely to convert into subscribers.

And it’s a good practice to send those visitors to a dedicated landing page, allowing them to sign up to your list, for example.

But here’s the catch:
You might not always be able to include a link to that landing page in the mention.
For example, it might be the media outlet’s policy to only link to the homepage.

They may have included links to specific product pages too, making it impossible to send the traffic to a landing page.
Or they’ve featured your brand on their accord, without consulting with you, and you only want to capitalize on this traffic.

And the good news is, you can:
You could display a popup for visitors landing on the site from a specific source.
Traffic source targeting

Displaying a popup allows you to welcome those visitors regardless of the page they’ll land on and still convert them into email subscribers.

a popup targeting a specific source of traffic

Scenario #5. Display Lead Magnets on the Blog Only If a Visitor Showed Engagement with Your Content

It’s a common mistake:
You want to convert a visitor so much that you display a lead magnet popup the moment they land on your blog.

But here’s the trick:
They probably know nothing about you. Most likely they’ve never read your content before either.
And so, the chances that they’ll decide to download your lead magnet are actually quite slim.

But if you let visitors read your content first, and then, target their engagement, your chances for conversion grow exponentially.
Here, let me show you a couple of facts that prove it:

According to Chartbeat, for example, “visitors who read an article for three minutes returned twice as often as those who read for one minute.” (source)
In a separate study, the company also discovered that engaged time also results in a higher brand recall.

A screenshot from Chartbeat's study

In other words, people who spend the longest time actively reading your content will most likely return, and remember your brand.
And one can assume, also be more likely to convert into email subscribers.

Therefore, instead of displaying the lead magnet popup when a visitor lands on the site, delay it until they’ve spent a particular time reading the content.

Pawel Grabowski Pawel is Hubspot-certified content marketer and a popup marketing expert.

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