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.