Pop-ups don’t work
I did an interesting experiment on a website of mine that receives around 80k monthly visitors. I created a setup for the visitors to subscribe to the newsletter.
There were 2 options in my mind:
- Show the subscribe box as a pop-up after 20 seconds a visitor has been on the site
- Embed the subscribe box below every blog post
I decided to run both experiments for 1 month before coming to the conclusion. Just know that the design and copy were exactly the same on pop-ups as well as on embedded subscribe boxes.
In the first month, after showing the popup to 80,000 people, I was able to collect 80 newsletter subscribers. If you calculate, the success rate is 0.1%.
Now, in the second month, after showing the embedded subscribe box to 80,000 people, I was able to collect 430 newsletter subscribers. In this case, the success rate is more than 0.5%.
So, why did this happen?
Every day while browsing the internet, we come across tens of such irritating popups. We are so fed up or if you say it politely, we are so used to these popups that we’re not even interested in reading or knowing what the pop-up is about. Our impulse action is to immediately close it without even taking a look at it properly.
Whereas the subscribe box that’s embedded on “the” page already stands out from the main content of the blog post. And the visitors are more likely to take a look.
While this might just be a theory but I saw the results — 80 people from subscribe-popups and 430 from the embedded subscribe box.
However, it can’t be denied that popup might work better in a different setting. As long as they do not disturb the visitors, they are good to go. For example, if you visit Zapier’s blog, you’ll find a nice little slide-in popup (see the screenshot below) that doesn’t disturb the visitors. And, they are keeping it for a long time because it must be helping them.
I would say that any popup that doesn’t feel spammy and that doesn’t worsen the visitors’ experience then it “may” be good. But if it’s shown full-screen and the user cannot really proceed without closing it first, it’ll never be good.
What do you think?
Originally published at deepakness.com
The right pop up is a mystery indeed. But rightly said, do not drive the visitor away with a pop up. Classic case of too greedy
Yes, indeed! I have never been able to use popups effectively, and I don't understand how people do it.
Your pop up still looks spammy to me unfortunately. I prefer a ‘try for free’ typography in the menu bar, maybe in a different colour, and maybe when you hover over it you would get a tool tip with more info, then click to sign up. Something like that
That's not my website in the screenshot. That's an example of Zapier blog that I showing that it may work if the popup doesn't disturb the user.
I personally don't use popups.
Pop-ups are an anti pattern.
I agree that popups might make your site look spammy. However, I would also disagree that popups do not work. Not every visitor has the time to scroll down your posts before they get to see your subscription box. Many are impatient. And those who do not get into your popups are probably those who aren't interested in your content. If they love your content, they'd die to have it appear over and over again.
How to be sure if more people are loving your popup or more people are hating it?
You cannot know. But there are definitely going to be analytics that will tell you which one works and which doesn't work. More so, same thing cannot work for everyone. Pop-ups can work for my website and not work for another person's.
so what's the best alternative for pop-ups? Like a slider? What do you think?
Anything that doesn't disturb or distract the user. I prefer lead capture setups that are embedded on the page itself.
I've always disliked, no, hated pop-ups for two primary reasons. One: They make the site look spammy and of low quality. It appears as if the owner is dying to have your email.
Second: the readability/user experience takes a hit. The user is busy closing the pop-ups as opposed to reading the content. If you are trying to build a website/blog that goes along with your personal brand (which Google loves these days) pop-ups poop on the nice feelings a user might have about your website.
Couldn't agree more! I don't even see what they're offering through popups, I'd immediately close any popup shown.
I think you're generalizing too much. You can conclude from these results that pop-ups don't work for that particular offer, that particular setting and that particular audience. That doesn't mean it will be the same for all instances.
In my experience, pop-ups can work well when used strategically. As you mention, they are interruptive, so they are best used when you want to draw attention away from what visitors are doing. Offers that have urgency to them or that aren't aligned with the content on the page would be good examples.
Exit-intent pop-ups can also be effective, especially when the messaging is tailored to the situation.
Yes, I can't deny that popups may work better in different settings.
Yeah, agree...
Popups are bad UX practice from my point of view, when I get one, I leave, I go no further...
That's right.
Our basic instinct is to close the popup immediately without even looking at the content.
I hate pop ups it’s annoying definitely don’t want our users to feel the same way
Couldn't agree more. If we ourselves don't like popups on others' websites then the visitors might feel the same way.
This comment was deleted 2 years ago
Glad you found it useful.