Pop-ups have been misunderstood for most of their lifetime. They have a negative connotation hanging around them as being pushy and annoying. However, implementing them the right way will make them your new best friend and will lift your business to higher grounds. They can help you identify your customers that would otherwise remain unknown and get you to lead them over the edge towards your desired conversion.
1. Capture valuable leads
One way to stay in your audience’s mind is by offering them something that’s worth their time and actually helps them reach their desired goal. Give an immediate solution to their problem with powerful lead magnets. These can help you attract the kinds of customers who may already be interested in your offer but still need to learn a little bit more about it first. Educating them first often gets them to your desired conversion.
In B2B-focussed industries powerful lead magnets like ebooks, whitepapers or case studies furthermore help you position yourself as an industry expert and create trust in your brand and knowledge. Interesting lead magnets for B2C-markets could be deals, blogs, ebooks or exclusive content.
Other popular lead magnets could be one-time events such as webinars or online events where time is of the essence. These create a sense of urgency and usually lead to higher conversion rates.
Your most valuable lead magnets might not be immediately visible to your audience. Use a pop-up to offer the lead magnet and capture email addresses. After this, they’ll receive an email with your content attached and you can retarget them later on with follow-ups.
Sharing your knowledge is one of the most powerful incentives because it shifts the narrative from the price to the value of the product or service. It warms your audience up for the value your company brings to the table rather than just focussing on the product and its features.
Powerful incentives furthermore keeps your business in both their short and long term memory and creates reciprocity. We have a natural tendency to do something in return for someone that has done something for us first.
2. Act as a helpful salesperson
The big difference between in person and online services is that there isn’t really a helpful salesperson that welcomes you and asks if they can be of assistance. This may cause your audience to be a bit overwhelmed by all the options your business has to offer and might lead to them totally freezing and abandoning your website. Humans hate having to make a choice because it’s in our nature to want every possible option. We often wonder ‘What if I had made a different choice’ whenever we’re overwhelmed by too many options and have to choose one of them.
Narrow the visitor’s attention with a pop-up that guides them to the right product, job opening, or any conversion that might be useful to them at that specific moment and eliminate possible distractions that keep them from converting. Fight the paradox of choice by simply offering just what is relevant to someone and leading your audience to the right choice.
Another key task your pop-up could take over from what would normally be a salesperson's job, is upselling or cross selling other products your business has to offer. Whenever someone adds something to their shopping cart, a pop-up can help you to recommend other products or services that could enhance your customer’s purchase.
Let’s say I bought a new iPhone. Recommending AirPods or a charger would be very valuable to my purchase since headphones and power adapters are no longer included in the packaging anymore.