Conversion rate optimization

Popups Not Converting? Here Are The 5 Most Obvious Reasons Why

Are you worried about your website popups not converting?
Wondering why they’re not achieving the industry’s standards?

You know, creating a popup is actually quite easy. You specify a couple of elements, like a headline or a call to action and BAM! Your popup is ready.
Making it convert visitors into leads or subscribers…
…now, that’s an entirely different story.

After all, almost anything could deter a person from acting on your popup.

Luckily, most low conversions come down to some simple errors.
And in this post, I’ll show you the 5 most common mistakes and omissions that are the reason why your popup isn’t converting. With this knowledge, you’ll be able to increase your popups’ conversion rate in no time.
Intrigued? Then you should keep on reading…

#1. Your Offer is Irrelevant or Not Strong Enough

You know:
Even the fanciest offer will go unnoticed unless you offer it to a right audience.
Today’s web visitors have very specific needs. And unless you promise to overcome them, they’ll ignore any promotional strategy you’ll employ, be it a popup, banner, or any other lead generation tool.

Not to mention that with almost every other website trying to catch visitors’ attention, your offer needs to truly pack a punch to engage the audience.
But how do you ensure that your offer meets this criterion?

For one, by learning everything about your audience. To create a popup that can convert, you need to develop a crystal clear view of your ideal clients. You need to learn about their pain points, challenges, fears, and needs. And then, create an offer that will promise to overcome at least some of them.

Coffee For Less, for example, offers email-only deals in return for a signup. This offer is not super strong (getting deals a casual web visitor won’t get) but also, highly-relevant to the company’s target audience.
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Since the site sells budget coffee, it naturally attracts price and deal conscious customers that are likely to respond to exclusive deals offer.

#2. Your Popup’s Design Blends with the Site

Fact:
Design and visual cues influence the buying behavior.
According to the data from Marketing Profs, at least a third of buying decision making is based on packaging (i.e. design, typography), along with personal preferences.
And according to a paper published in the European Journal of Scientific Research (link to PDF):
“[…] it has been observed that the packaging is the most important factor. It is further concluded that the packaging elements like its Colour, Packaging material, Design of Wrapper and innovation are more important factors when consumers making any buying decision. Finally, it has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumer’s purchase decision.”
But how does the design affect our behavior? For example:

  • Color affects buyers’ emotions.
  • Visuals build trust and relevancy.
  • And even the typography can send a powerful message to your target audience.

Little Bird’s popup features a color-rich image that, although nice, blends too much with the background, confusing a visitor. Plus, the colors don’t contrast with the headline and sub-headline, resulting in parts of them both being illegible.
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In contrast, this popup from HiLineCoffee.com, although a bit minimal in design, stands out from the site, making every visitor notice it right away.
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And so, review your popup’s design. Ask yourself:

  • Are you using colors that blend with the site, making a popup harder to notice?
  • Are you using legible and easy to read typography?
  • What types of popup visuals do you use?

#3. Your Display Timing is Wrong

Look:
To succeed in converting a visitor, you need to display the popup at the time when they are the most likely to respond to your offer.

For example, if you show an offer too early, you risk showing a discount to someone who hasn’t familiarized themselves with your products yet.
And if you wait too long to offer a lead magnet, you risk losing a client to a competitor.

When setting up your popup, you should consider what’s the best time for a visitor to see your offer. Right after landing on a page? Or perhaps it would be better to wait until they perform a specific action, like scrolling down to half of the page, or clicking a link?
Wisepops offers you a number of ways to display a popup, based on user actions, frequency, and timing.
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#4. You’re Using Unclear Calls-to-Action

We’ve discussed the importance of creating strong calls-to-action already on our blog.

As I said in that post:
“A call to action (CTA) is the second most important element of a popup, after the headline. It tells a visitor what you want them to do and how to complete that action.”

But here’s the catch:
Sometimes, telling visitors what to do isn’t enough. You need to compel them to act.
If your popup doesn’t convert at least at an industry average, consider testing different calls to action. Often, changing a CTA immediately increases conversions and builds up your email list.

Some things to remember when writing new calls to action:

  • Use active verbs. Start your CTA with words like “get”, “download”, “buy”, “subscribe”, etc.
  • Create a sense of urgency. Convince your visitors to the benefits of acting right now.
  • Reduce the risk of acting. Offer social proof to build trust in you and your offer.

#5. You’re Pushing Too Hard

Finally, consider if you’re not coming across as too pushy in your popup.
At most, you should present your offer. But it should be up to a visitor whether to act on it or not.
However, I notice companies using sleazy tactics to try and lure customers to their offers.

Some make a visitor feel bad about not subscribing.
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Others hide the close button.

All in all, even if they get a visitor to subscribe, these people are most likely not very happy about being on the company’s list. And will probably unsubscribe at the first opportunity.
So, play fair. Be honest about your offers and work on ethical ways to improve conversions.

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

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