Pop-ups have long been a controversial topic in the world of web design. While they are loved by webmasters for their ability to increase conversions, they are often seen as annoying and intrusive by readers. However, when used correctly, pop-ups can be a powerful tool for capturing the attention of readers and directing them to specific areas or content of a website. In this article, we will explore how to effectively utilize pop-ups while maintaining SEO effectiveness.
Why You Should Be Using Pop-ups
Pop-ups have proven to be highly effective in increasing conversions. According to a study by SumoMe, pop-ups have an average conversion rate of 3.09%. This figure can go as high as 9.28% for top performing pop-ups. Pop-ups can be used to persuade customers to purchase a product, sign up for a newsletter, or take any other desired action. They can also be used to make announcements and provide information.
How to Design a Pop-up that Converts
Not all pop-ups are created equal when it comes to conversion rates. To create a pop-up that converts, there are several key aspects to consider:
1. Catchy and relevant headline: The headline should convey the purpose of the pop-up immediately. For example, “Subscribe!” or “Black Friday Sale!”
2. Clear description: The pop-up should clearly state what it is for and provide any necessary details. Readers want to know what they are clicking on, so avoid vague descriptions like “Free” without any additional information.
3. Visual appeal: Use colors, imagery, and fonts that stand out, but be careful not to go overboard. The design should be visually appealing and consistent with the overall look and feel of the website.
4. Relevance to the context: The pop-up should be relevant to the content of the webpage on which it appears. Use the page to build value and then use that value to create interest in the pop-up. For example, on a blog page, ask readers to subscribe to the blog, and on a shop page, ask them to subscribe for deals.
5. Placement: Consider the logical placement of the pop-up. Most readers are unlikely to subscribe to a blog before they’ve read anything, so it may be better to add a slide-in opt-in halfway down the page or a pop-up after they’ve finished reading an article.
6. Offer something of value: Provide readers with a reason to click on the pop-up. Discounts, access to valuable content, free memberships, and links for further reading can make it worthwhile for visitors to engage with the pop-up.
7. Direct link to desired content: Ensure that the pop-up leads directly to the desired content without requiring multiple clicks or actions. If offering a newsletter subscription, for example, readers should be able to enter their information and land on a confirmation page or receive additional related content.
8. Create curiosity: Use curiosity as a way to entice readers to click on the pop-up, but make sure to deliver on the promise. Mystery discounts or “secret” tips for success can be great click-bait, but it’s important to provide value once the reader engages with the pop-up.
In addition to these design factors, it’s essential to pay attention to statistics and analytics to track which pop-ups are converting and make improvements accordingly. What works best for one website may not work for another, so it’s important to experiment and make data-driven decisions.
Does Google Penalize Websites with Pop-ups?
Google does penalize websites with pop-ups that are considered intrusive. Since January 10th, 2017, Google has started penalizing mobile webpages that have intrusive pop-ups or interstitials. Google wants to ensure that content is easily accessible on all devices and provides a positive user experience.
Examples of Acceptable Pop-ups
Google provides examples of non-intrusive pop-ups that are considered acceptable:
– Pop-ups in response to legal requirements, such as age verification or cookie usage.
– Pop-ups that occupy reasonable screen space and are easily dismissible.
– Smaller messages like banners, inlines, or slide-ins, or content hidden behind tabs.
Examples of Unacceptable Pop-ups
Google does not approve of pop-ups that significantly impair or prevent people from using a website. This includes classic interstitial ads, new window pop-ups, content-covering pop-ups, standalone interstitials, and deceptive page layouts.
How to Use Pop-ups Without Harming SEO
To use pop-ups without negatively impacting SEO, consider the following guidelines:
1. Switch to exit intent pop-ups: Google allows interstitials triggered by exit intent, so pop-ups that appear when a user is about to leave a page are still allowed.
2. Delay the appearance of the pop-up: Wait until readers are engaged with the content before displaying the pop-up, and ensure that it closes automatically. Use Google Analytics to determine the average time users spend on a webpage.
3. Maintain long intervals between pop-up appearances: Avoid bombarding users with requests to subscribe on every page they visit. Use cookies to retarget specific users and offer different pop-ups or special offers for returning users.
4. Consider hiding pop-ups on mobile devices: Since Google penalizes intrusive pop-ups on mobile webpages, it may be wise to hide them on mobile devices or create separate pop-up campaigns for different devices.
OptinMonster for Advanced Pop-up Options
OptinMonster is recommended as a powerful lead generator that offers advanced options for creating and implementing pop-ups. It provides a drag and drop builder, built-in styling options, mobile options, custom effects, and campaign settings. OptinMonster also includes features for targeting specific users based on referrals, geolocation, device, and cookies. The plugin offers analytics to track conversion rates and performance.
In conclusion, pop-ups can be a valuable tool for increasing conversions, but they need to be used strategically and thoughtfully to avoid negatively impacting SEO. By following the guidelines outlined in this article and using tools like OptinMonster, website owners can effectively utilize pop-ups while maintaining SEO effectiveness.
