It’s getting more and more common to use pop-ups within the site for advertising. They are created to catch attention, call to action, tell about special offers etc. But some of them are really annoying and have absolutely opposite effect. Here are 10 most common mistakes in pop-up design.
1. Bad targeting
Analyze your site audience and show widgets that will be useful or interesting for them. For example, pop-up that calls to register on site shouldn’t be shown to a person who already has an account and is logged in.
2. Not relevant information
Control accuracy of the information at pop-ups. Don’t tell visitors about special offer that ended a week ago. This is irritating and quite weird – with outdated information your site looks abandoned and that is not good.
3. Showing the same information for a long time
Pop-up advertising has quite a short life. Visitors will be tired to see the same information for several weeks so consider how you will change or hide ads. Buttons like “don’t show me again”, apart from allowing users to hide information they’re not interested in, will help you to collect some analytical data like how many people preferred to hide it or how much time did they spend for studying the widget.
4. Showing pop-ups at the moment when users come to the site
When visitor just browsed the site and didn’t really get what it’s about, asking him or her to do something isn’t a good idea. The reaction will be quite predictable – your visitor will quit the website. Consider showing the widget after being on site for a minute, at some particular pages or just before leaving the site.
5. Unclear closing option
Sometimes it’s very difficult to find a cross that closes the app. It can be very small, hidden somewhere, placed where users don’t expect to find it or look like something people don’t associate with closing an app (like tick or minus).
6. No call to action
As any other marketing tool, pop-up should motivate consumer to do something. It may seem strange (and it is strange indeed), but some of them don’t do it. In this case both visitors and company just wasted their time – customer doesn’t know what to do and what for did he or she need to see pop-up, and company doesn’t have results.
7. Bad design
Well, that’s simple. No one likes poor design, especially when it is used in marketing. Big bad quality pop-up that covers the all screen will simply irritate visitors and they will leave the site. This is not a tool to save on so hire designer to do it professionally or use one of online services. While creating your pop-up remember that each new field decreases the chance that user will fill the form on 10%.
8. Ignoring the data you get
The data you will collect can be used for email marketing or better understanding your customers and changing your site’s content for their needs. Before adding pop-up, think carefully about what you will ask your customer and how will you use this information.
9. Law quality programming
Adding pop-up can make site loading slower. Make sure that the script doesn’t weight much and check the speed of site loading with this script. If it will be too slow, the risk that user will leave your resource is quite high.
10. Overusing pop-ups on site
This point refers to site design in general. Sometimes there are dozens of banners, advertisement and other elements that simply distract visitors from content. Be restrained and don’t make pop-ups intrusive.
In conclusion I’d like to point that each element of the site should help users but not annoy them, and pop-ups are not exceptions. Try to analyze your customers’ behavior and preferences and good luck in optimizing your site!