How to Best Utilize Your Pop-up Campaigns

/ January 7, 2019 | 5 Mins Read

How to Best Utilize Your Pop-up Campaigns

Are you new to pop-up campaigns? If so, then look at a complete guide on how, where to use pop-up campaigns.

Pop-ups are annoying.

They really are.

Some businesses may agree to the first statement. But there are others who will completely disagree. It’s probably because the latter knew how to leverage pop-ups and effectively utilize them, whereas the former wasn’t really that successful.

highest converting popups vs Average converting Popups

The top-performing pop-ups, that were effectively leveraged, returned a conversion rate of 9.3% in comparison to the 3.1% conversion rate generated by average performing pop-ups.

Against their nature of being annoying (subjective), pop-ups do work efficiently, businesses knew how to leverage them.

My goal here is to assist you in formulating a pop-up campaign that can do everything that a pop-up campaign is supposed to do (other than troubling the user).

But, before we begin…

1. What Are Pop-ups?

To put it simply, pop-ups are ads that suddenly appear on the forefront of the user asking them to perform an action.

Here’s an example of a pop-up on Social Media Examiner:

What Are Pop-ups?

This was an ‘exit pop-up’.

There are 5 major types of pop-ups that businesses use on their website:

i. Entry Pop-up

These instantly appear when accessing a site’s landing page -when you enter a website. This is considered a risk, taking it can either be fatal or beneficial.

ii. Exit Pop-up

This is one the most used form of pop-up, they appear when they the user directs its cursor towards closing the tab, or deciding to open one. They also appear when the user decides to go to the previous. To explain briefly, exit pop-ups appear whenever the user performs an action to bounce off a page.

iii. Time Pop-up

These appear when a user has been on the site for a certain period of time. You can set the time duration after which these pop-ups appear. They can be 10 seconds, 15 seconds, or 20 seconds.

iv. Scroll Pop-up

These only appear after a user starts scrolling down a certain percentage of your webpage.

v. On-click Pop-up

When you click on an image, link, etc. on a web page then a pop-up that appears is called an on-click pop-up

2. Why Do Businesses Run Pop-up Campaigns?

i. Increase Conversion Rates

If your pop-ups appear at the right time then there is an increasing amount of chances that the visitor will convert to a customer by making a purchase. You can show coupons in the pop-up and consecutively give a CTA (Call To Action) button directing the user towards subscribing to your site or making a purchase.

ii. Generate More Leads

There are websites that give out eBooks, discounts, research papers, exclusive data, these kinds of pop-ups can help you add more emails to your email list.

The visitors that have entered their email suggest that they are interested in dealing with your business or with the services that you offer, making them a potential lead.

Also, with more emails added, you can now execute an email marketing campaign and broaden to reach to a new audience.

iii. Enhance The User Experience

You can improve the user experience of your website with the help of pop-ups. Using the exit pop-up, you can ask for the visitor for suggestions by asking them why they are leaving your website.

The options they tick, analyse your website for that problem and check how they affect your user experience, remove that error and make your site’s user experience better. So, that next time people won’t exit.

3. How to Utilize a Pop-up Campaign to Grow Your Business?

Now, you are familiar with the types of pop-up and their many uses. So, we have come to our main question: How to utilize a pop-up campaign to grow your business?

Growing your business is the only purpose why you opted for running a pop-up campaign but if your pop-ups annoy the audience then they will leave your site.

You should create pop-ups focussing on these points to generate impressive results.

i. Presenting Different Pop-ups to New & Existing Visitors

New Visitors

There are two broad categories of visitors, ones that are regular and the others that are unique/new.

The regular visitor has already been considered as customer/client. But the new visitor is still a lead and it is necessary that you convert that lead into a customer if you aim to increase your sales.

Now, the chances for them to make a purchase on your site increase when you offer them a discount that compels them to make a purchase.

You can use a pop-up to present the discount and the promo code directly to your new visitor along with the asking the visitors for their email IDs.

Don’t use an entry pop-up, instead use a scroll or an exit pop-up as those will increase the chances of your campaign to succeed.

Existing Visitors

To your existing customers, when pop-ups related to registration or login appear, it should already be a login pop-up.

Plus, you can ask your existing visitors with a pop-up the feedback related to your site: about the experience, service, and ask for their suggestions as well.

ii. Design Attractive On-click Pop-ups

If you prefer on using on-click pop-ups, the design of the pop-up button should be attractive. Plus, it should stand apart from the other parts of your website.

Understanding when to present the audience with a pop-up is of utmost importance. When it comes to running a pop-up campaign, you cannot just let them appear without relevance to the content of your site/page.

For instance, if a user is reading about Social Media Management then he would be interested in the statistics related to Social Media; maybe an eBook, research paper, survey report, etc.


Next comes the timeliness of the pop-up. If a user has been on your site for more than 30 seconds and has still not performed an action, then maybe he needs help in making a decision.

For instance, if a user has been scrolling through your eCommerce for a while, you can send a pop-up that reads: ‘Can’t Find What You Are Looking For?’ or ‘Would You Like To See More Products.’

After mentioning such queries, you can ask your audience for entering their email addresses to keep them updated for more products.

Here’s an example of a related pop-up:

example of a related pop-up

While reading an article related to SEO trends in
, this suddenly appear and hence, it is relevant to what I was
reading (future of SEO) I would like to know what the industry experts think.

iv. Think About the Mobile Audience

If your site is accessed on a desktop, then the pop-ups won’t annoy the visitors from that platform. However, if your site is accessed on a mobile device and the pop-ups appear then the chances are higher that the user will be annoyed and exit your website.

Plus, Google has started penalizing the sites with intrusive interstitials because they hide most of the site’s content and deliver bad user experience. And these include pop-ups like:

examples of interstitials that make content less accessible

You need to refrain yourself from vandalising the UX by using such pop-ups. Otherwise, Google will begin to position you further down than your current standings in the SERPs.


Pop-ups may affect the UX and even lead visitors to instantly exit your site. But if you begin to use them efficiently, then leveraging the benefits of pop-ups can help you increase sales and generate an impressive amount of leads. You just have to use pop-ups in the best possible way.

Sahil is the CEO and Founder of Rankwatch - a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in the automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.

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