Take a “Pop” at Increasing Email Sign-Ups on Your Website
If you’re looking for a new way to improve your website’s conversion rate, there’s an old tool you might want to try.
It may seem counterintuitive, but those annoying pop-up ads that instigate so much irritation—when executed appropriately—can become an effective sign-up strategy.
Pop-ups come in two forms: entry pop-ups and exit pop-ups. The entry pop-up is activated when someone enters your site. Timing of the entry pop-up means everything. Too soon, and your visitor will get annoyed and leave. Too late, and they may miss it entirely when they move onto a different page. According to AppSumo, the sweet spot for an entry pop-up seems to be about 5 seconds into the visit. And if your visitor doesn’t bite the first time, don’t be afraid to try it again as they navigate around your site.
Exit pop-up works the same way, but in reverse. As your visitor moves toward the “back” or “close” button, the exit pop-up automatically generates. This might be your last chance to engage this potential customer, so make sure that final message connects with genuine worth.
When you develop the copy for either form of pop-up, think about what’s meaningful to your potential customer. Be as concise as possible to show them you can bring them added value. Make it clear you have already successfully helped other people with similar pain points. Prove you can guide them to a better solution. Most of all; make sure they know if they give you that prized email address, they’ll receive something of REAL value.
Think about this before you create that pop-up: the typical restaurant visit. After dinner is over, the server asks, “Would anyone like dessert?” The answer is probably be no. But if the server asks, “Interested in trying our million dollar apple pie? It won best pie three years in a row at Taste of Chicago.” Now, it just got a lot harder to say “no” to that dessert. That same strategy can make it just as hard for your audience to say “no” to your sign-up offer.