If you’re one of the businesses utilizing a pop up on your website, no doubt you’ve seen how well they can increase your conversion rates. Email sign ups, special offers – they work so well because they bring whatever your call to action is front and center.
What if I told you that you can effectively better the results you’re already getting?
Plus, it’s not difficult. It merely requires you to spend a bit of time tweaking your pop up copy and doing a bit of testing.
You might want to take a second look at what you’ve got popping up on your site.
Give your headline the attention it deserves
Whether you’re coming up with a value proposition for your website’s home page, a title for a blog post or the headline in a pop up, your wording needs to be clear but compelling. Give people a distinct reason for taking action.
Reebok A/B tested it’s email opt in pop up to see if a more “benefits oriented” headline would increase sign ups to their newsletter. The only change made to the form was the headline from “Join the Reebok Newsletter” to “Join and Save!”
The new headline increased conversions by 40%. Clearly, the incentive to save money trumped the promise of only getting a free newsletter.
Tell people what they will get by taking action
One of the biggest conversion killers is lack of specificity. When people don’t know why they should click on something or what the benefit will be in doing so, they are more reluctant to press a button.
A test of the the pop up used on Shoemoney.com found that by detailing exactly what visitors would receive by giving their email addresses, opt ins increased by 29% and 31%. The overall winner was the most specific.
If the incentive to sign up is a free downloadable guide with information someone coming to your website will find relevant, then go ahead and state that.
Download my free guide – 7 Steps to Making Pies with Flakier Crusts
is better than
Download tips and hints on baking better pies
The first example lets you know exactly what you’re getting and makes it clear it’s free. There’s less friction because there’s no guesswork.
Personalize the button copy
Believe it or not, the copy used on click through buttons can affect conversion rates dramatically. Just by changing the button copy from “Start your 30 day free trial” to “Start my 30 day free trial,” the folks at Unbounce were able to see a 90% increase in click through rates on their landing page.
How can using the word “my” instead of “your” make such a difference in conversions?
Perhaps, it has to do with giving people a sense of ownership in the process. At the point of action, the visitor is referred to in the first person. “I” get to press the button as opposed to someone else.
It pays to test
While these types of changes seem insignificant on paper, the results are staggering when implemented. The best part is all of them can be done in a matter of minutes.
Spend a bit of time looking at your pop up and ask yourself these questions:
Does it have a clear and compelling headline?
Is it easy for people to understand what the benefit is of taking action?
How can I change my button copy to reflect the first person singular?
Then, test out your changes. See how the new version compares with the control. You might be surprised at the results.
I don’t use a pop up any longer on my site. Considering they do help with things like newsletter sign ups, you’re probably wondering why I’ve gotten rid of mine.
I wanted to try something different that was still top of mind but not as “in your face.” So, I now use a bar at the top of the page – Foobar plugin for WP – that follows the visitor as he or she moves down the page.
I like it because it’s far less intrusive but still gets the job done. Is the bar working as well as the pop up?
Honestly, it’s not. But, I decided to forsake a few sign ups so as not to irritate more than a few visitors.
Here is where you need to decide what’s most important in achieving your business goals. For an e-commerce site, having a pop up that kicks in before a customer leaves with an incentive may create far more sales to offset the potential annoyance of a few people. A well timed and worded pop up in that instance makes sense.
In the end, keep an eye on user experience and continually make assessments about what’s working and what isn’t. Just because something is a good idea for one site, doesn’t mean you’ll get the same results.
I’m curious. What’s your feeling on website pop ups?