If you are giving life to your e-commerce and you are undecided whether or not to insert Pop Up, do not miss this guide. Here are some practical tips to learn about the advantages and disadvantages of using them
After their emergence in the realm of digital marketing, pop-ups have taken off more and more, becoming among the most used techniques to increase e-commerce online sales and maximize conversion rates. Inflationary and unfortunately abused in practice, pop-ups have overwhelmed the web to the point of becoming unwelcome to users in navigation.
Today there are many who fear that a window will appear intrusive on their screen while they are busy browsing their favorite site or selecting the products to be placed in their cart: several e-commerce managers wonder if it makes sense to use them still inside of their communication strategy. Does using pop-ups today still bring concrete advantages for the success of an e-commerce? The answer is absolutely yes, when used with intelligence and the right planning.
Here are some basic tips on how to insert, and especially on how not to insert, pop-ups on your website.
What are pop-ups and when are they used?
The term pop up refers to all those graphic elements that appear automatically on the screen of a PC or mobile device while using a website or using an application. They have the express purpose of attracting the user's attention, to guide him towards the completion of a certain action and a clear call-to-action is among the key points of any self-respecting pop-up.
There are different types of pop-ups and the objectives for which they are integrated into a website can be different. They can be timed pop-ups, which appear after a certain number of seconds from when the user has entered the portal, or they can be pop-up windows linked to particular actions of the user, which are shown only when the latter scrolls the page up to a certain point or shows an intention to leave the site.
Within e-commerce they find various applications and are used for example to offer related products or to warn of a particular discount , perhaps limited to a few days, which invokes feelings of urgency and scarcity. But they are also widely used for the collection of leads and the creation of valuable mailing lists on which to focus further email marketing campaigns .
The effectiveness of pop ups as a sales support has been demonstrated over time in practice, but many users today declare themselves annoyed by this strategy: how to understand then when and how to use them for your e-commerce? Simple: learning to manage this tool in the most appropriate and tactically relevant way.
Pop-ups in digital marketing can help establish a profitable flow of online sales but, in addition to bringing undoubted advantages when used wisely, they also hide some risks and their use must therefore be well thought out. What are the main pros and cons of pop ups? Let's see them in more detail.
What are the disadvantages of a pop up?
Let's start by analyzing how not to use pop-ups, to understand which mistakes to avoid and then identify the best practices for their use within your e-commerce site.
It is now known that a type of invasive and manipulative promotion is now unwelcome to most individuals who love to shop online. Pop-ups by definition interrupt browsing on your store and introduce a real danger of indisposing potential customers. It is therefore essential to meticulously study their implementation from a graphic, content and strategic point of view.
In particular, pop-ups are less and less attractive, which due to their structure suddenly cover the content of the page that the user is visiting, preventing the reading of information that is important to him , perhaps precisely that of a product description that would have instead conquered and convinced him. to purchase.
Another mistake often made is to make pop-ups appear only a few seconds after the reader lands on the website: this inappropriate application of an efficient means of communication leads to the perception of an excessive sense of intrusiveness (considered by now not at all professional) and in practice penalize the sale rather than favor it, not giving the user the right time to develop an authentic interest in the content of the page.
Furthermore, by slowing down navigation, some types of pop-ups actually disturb the user experience and risk damaging the speed of loading of the site , with repercussions on indexing and ranking.
When to use pop-ups in an e-commerce?
To use pop-ups in the right way, one of the first steps to take is, as always , to analyze the browsing data on your website and learn about your target: the purchasing habits of the public that approaches the particular type of product you propose is one of the fundamental keys for the organization of your pop up windows.
Do you have more to do with consumers who already know where to aim or with users who need encouragement to proceed towards the checkout and purchase phase? For the type of catalog you offer, is it better to support the purchase process with an information pop-up or with a discount at a particular stage of the customer journey ? Or for the structure of your e-commerce or the peculiar characteristics of your target audience, is it better to opt for undisturbed navigation?
Once you have made the necessary checks and evaluated your analytics, you can also adjust the timing with which to make your pop-ups appear, which leave each potential customer an appropriate time to accrue interests and solid purchase intentions . An excellent idea is to link, as already mentioned, the appearance of pop-up windows to particular user actions on the site: they can be shown, for example, to those who have already dedicated time to explore a particular section of the website. commerce or tactically inserted in the checkout phase for targeted cross-selling or up-selling attempts.
Location is another determining factor in the success of a pop up. As it is intuitive, it is good to avoid pop-up messages that obscure the entire screen and prevent you from continuing to browse, because the reaction they provoke is only to immediately search for the closing X without even paying attention to the communication they convey.
Preferred are those pop-ups that appear on the side of the screen, perhaps in well-studied positions of the page, for example next to a product, a price or a promotion on which you want to guide attention: non-invasive and highly performing pop-ups. , which harmonize perfectly with the user experience .
The graphic format and the textual content of the pop-ups obviously also have immense importance: layout, fonts, colors, spaces, images and copy must be incisive and with a strong appeal, if they want to hope to earn an iota of the ever-scarce attention. of navigators.
Further tips are to play with the settings of your pop-ups to choose the audience segments to show them well (for example, avoiding to propose them to those who have already performed the action they require) and to carefully check their visibility on mobile . Many graphic elements from mobile devices are seen in a completely different way and it is always good to invest in the creation of special versions of your store, optimized to be 100% mobile friendly .
Ready to turn your pop ups into real marketing tools?