Hosting a pop-up sign-up on your site is a great way to grow your list and can be a powerful acquisition tool if implemented properly. Yes, I know what you are thinking. “No way! Pop-ups are super irritating, and the truth is the majority of people don’t enjoy them.” I understand that line of thinking, but I have a handful of clients who have recently implemented pop-ups and are seeing some impressive results. So, hear me out as I share some techniques on how to make your pop-up program a successful one.
Timing is Everything
Pop-ups should be set up to appear after a user spends a certain amount of time on your site, but you will want to test the timing to see what gives you the best results. Some users choose to display their pop-up immediately after someone lands on the site, while others opt to delay it for a period of time or until someone navigates to other pages. When testing, look to see when you generate more sign-ups and more sales. You should time your pop-up to be effective but not disruptive for your website visitors. Be sure you don’t show your pop-up too often. Displaying too frequently could cause people to abandon your site altogether and could ultimately affect your reputation.
Cookie Your Visitors
To keep from annoying your site visiors, I recommend only showing a pop-up sign-up to “new” visitors. You don’t want return visitors to see the pop-up time and time again. Put a cookie on the site to track your visitors so that you can trigger your pop-up for the right audience.
I visited Rue La La and was on their site for about four or five seconds when this pop-up appeared and their site faded to gray in the background. For me, this was perfectly timed, and I appreciated the option to log in if I was already a member.
Add a Powerful Headline
Your pop-up needs a great headline to encourage people to provide their emails. It should grab your attention. Anthropologie hits the mark with this one!
Minimize the Fields on the Form
In the pop-up window, create a form that collects simple information such as email, first name, or birthday. Don’t make this form too long or involved as that could deter visitors from completing it. I would limit it to two to three fields at the most.
Add a “No Thanks” Button
You want a visitor to know how to close out the window and return to your site. I recommend adding a simple “No Thanks” call to action button in the top right corner. The C.O. Bigelow pop-up uses an X in the top right, and that works, too!
Offer an Incentive
An incentive on the form itself is a great way to engage the visitor and lure them in. If done right, they will have no reason not to sign up!
This pop-up from Free People touts an incentive, but they don’t actually specify what it will be. If I was on the fence about signing up and saw that I was going to receive a special treat, it’s a no brainer that I would give you my email address!
Monitor your bounce rate and watch for user complaints about your pop-up. You want to make it easy for visitors to subscribe, not drive folks away from your site.
One of my clients finally implemented a pop-up on their website to supplement their standard sign-up form. Since it went live, they have seen a 70% lift in the number of subscribers per day! So, what are you waiting for? Give pop-ups a chance!
Already using a pop-up sign-up? I would love to hear how successful it’s been for you and what techniques you use. Feel free to share below.