Pop-ups can hurt your website – a lot – if not used correctly. They can end up doing the opposite of what they’re supposed to; drive people away from your website instead of generating leads. Here’s how to use pop up offers in an effective and customer-friendly way.


The Problem

Not every website needs a pop-up banner or overlay. Misuse of this marketing tactic can hurt your website, and in some cases, Google has been known to even penalize sites when pop-ups interfere with the user experience. Pop-ups that are hard to close can cause frustration can cause visitors to leave a site entirely.


The Solution

Well placed, well written, well designed pop-ups.

It’s all about context when using a pop-up; why is the user on this page, and how can I help them? Another key part is what type of pop-up to use, and on what page to use it on. The most common is an overlay of the web page, while more subtle ones include a top banner, or a banner that slide ins from the side, minimizing disruption.

Compelling content is another important factor to consider. Make it so people feel the need to click on your pop-up, make it beneficial to them, and not something in their way. Have a short line talking about the benefits of signing up for the newsletter, or why the ebook offer is valuable to them.

Three variations of website pop up forms


Top Banner Offers
As their name implies, top banners overlay the top portion of a website, but don’t impede scrolling like a complete overlay banner does. Top banners are ideal as newsletter sign-ups, or to have time-sensitive promotions and call-to-actions.


Slide-In Content Offers
Instead of covering the entire page, these offers slide in on the bottom of the page, allowing you to still see the page’s content and scroll without interruption. Available through Hubspot’s marketing software, you can determine when these pop-ups happen; they can either be trigged by scrolling to a certain point of the page, or have a time-based trigger on how long a visitor has been on the page.


Exit Action Pop-Ups
This type of pop-up appears when a user makes an action to exit the page they’re on, and is an ideal instance of the overlay style of pop-up forms being an excellent choice. Again, you can use this pop-up as either an email opt-in or for a content offer. HubSpot has excellent software to use these for your website.


Designated Call-To-Actions
Sometimes you don’t want to take away the reader’s attention. Designated call-to-actions aren’t pop-ups, but strategically placed modules on a website with the same lead generation and conversion goals as pop-ups. Common areas for these CTAs include towards the end of a blog post or case study page. They often include a contact from, compelling copy explaining the benefits of submitting your email, and if it’s for a download such as an ebook, a thumbnail or preview.


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