Creating Website Popups that Work

Practis Blog

Pop-up ads, or websitepop-ups, can be an effective form of grabbing attention from your website user. A pop-up is a graphical user interface display, usually a small window, that suddenly appears to the user as they visit a page on your website. It can be a great way to capture attention and achieve a desired outcome. When using pop-ups, there are a few things you need to keep in mind.

A marketing effort worth using

Some pop-ups can interrupt a user’s train of thought, but they do result in conversions. If you have a clear call-to-action, this can help users know what to expect with your pop-up.

Statistics show they do work. According to 101 Management, one analysis of over 1.75 billion pop-ups found:

  • The top 10 percent of highest-performing pop-ups averaged a 9.28 percent conversion rate.
  • The average conversion rate for all pop-ups is 3.09 percent.

Create pop-ups with a clear goal in mind

Before you begin to craft your pop-up, keep in mind successful pop-ups are short, sweet, and to the point. When creating your pop-up, start with a clear outcome. Laser-focus on the goal that you’d like for this pop-up to achieve.

Some example outcomes may be:

  • Obtain an e-mail address for your patient newsletter sign-up
  • Introduce a new physician or opening of a new office location
  • Promote an event, class or workshop
  • Showcase a new service, technology, or product
  • Give a discount code or other promotional offer
  • Announce a new certification or award for “Top Docs”

Things to avoid when using pop-ups

There are some missteps when crafting a pop-up that you’d be wise to avoid.

  • Don’t repeatedly show the same pop-up every time a user taps/clicks somewhere on a page or navigates throughout the site.
  • Don’t send the pop-up the minute someone arrives on your website. It is best to delay the pop-up for 30-60 seconds.
  • Give users an easy way to close the pop-up so they don’t leave your site completely.

Proper pop-up timing

When deciding on the timing of the pop-up, consider:

  • Having the pop-up come up based on how many pages the user has visited
  • Having the pop-up on a specific page or specialty that would correlate with your desired outcome
  • How far down has the user scrolled down the page
  • If the user is ready to commit, purchase, call, etc. consider having the pop-up on the page that relates to the desired goal. For example, if you are selling a product, instead of having the pop-up immediately upon arrival, consider waiting to offer a discount when they go to the product page or are ready to check-out

The timing is vital for pop-ups because they are often unexpected and can catch the user’s attention. These timing indicators will allow for a better outcome.

Placement of the pop-up

Where the placement of the pop-up can also determine its success.

There are many designs, styles, and types of pop-ups. Some take up the entire screen, while others allow you to still navigate while the pop-up appears.

Consider if the pop-up will be full-screen, partial, or off to the side or footer. This may depend on your desired outcome.

For example, if your desired outcome is for a patient to schedule a new appointment, you may not want this on the homepage. You may wait until the user is browsing providers to give an appointment pop-up that is off to a sidebar. This will allow the user to continue learning more about your practice while giving them a clear call-to-action and opportunity if the user is ready to make an appointment.

Need help with creating the right pop-ups for your medical practice website?

Contact the marketing experts at Practis.