Pop-up window: How to sell with its help

    by Ira Byvalkevich

    Users are often complaining that pop ups appear in front of their eyes in the most unpredictable places when they visit websites, be it an email tracker or a large scale event organizer. So why not turn them off! The answer is - online website with pop ups and other popular means of attracting customers, are in fact used to increase conversion, but not vice versa.

    Pop ups meaning for sales increasing

    Indeed, pop-ups are a controversial tool. Nevertheless, pop-up windows can be used both to the users and marketers and the pop ups meaning for end results should not be underestimated.

    Pop ups are used to solve the following tasks:

    • Informing of something,

    • Subscribing to newsletters and other updates,

    • Getting feedback and ordering a call back,

    • Informing about discounts and promotions, etc.

    Also, for the most effective advertising of your benefits, decide on what is popups for your business and how they may fit into your marketing strategy.

    Definition of pop up advertising

    So, what is pop up advertisement?

    Pop-up ads or the so-called pop-ups are forms of online advertising on the Internet, which are often used in digital marketing, accordingly. A pop-up is a graphical user interface (GUI) display area, usually a small window that suddenly appears ("pops up") within a first period of time during the website visit in the foreground of the visual interface.

    Pop up sales are a great tool for bringing attention to the most important website elements (buttons, features, events, etc.) if used and displayed appropriately. Among them, it’s wise to choose the type you need at the moment that best fits your marketing goals.

    Let's talk about what pop-up windows are there. How do they differ and what functions do they have?

    Here are some pop up examples from the point of view of a regular user who is far from digital technologies:

    Entry windows

    Entry pop-ups usually appear as soon as a landing page or your website loads, typically by blocking visitors from seeing the pages they are supposed to see until they engage with it somehow.

    Such pop-ups are also called welcome windows, although they do not greet anyone, but rather serve to offer something or inform of something.

    A welcome pop-up window appears in the first seconds after opening the site, when the person still does not really understand where he/she is and how interesting it is to him/her or not. So, the most user-friendly version of such a pop-up rather hides a small part of the screen and leaves an opportunity to read something on it, apart from the pop-up information.


    This is it - a welcome window that completely overlaps the content done right

    Scroll-in windows

    Scrolling windows are more like a floating bar which appear as the user scrolls down the page. The time for the appearance of such a window is configured in advance: for example, when the user has already spent 1-2 minutes on the site, or if has viewed the page to a certain block, etc.

    Scrolling windows may offer an answer to a question, or, for example, appear after a visitor has performed / failed to perform a certain action - authorization or filling out any form, as ups media mail, offer to unsubscribe and so on.

    This type of window may be used to present social proof of the demand for a product / service, like verify bulk emails online free or something else.


    A pop-up with a vertical scroll-bar

    Floating bars

    Pop-ups in this case are windows that appear either immediately upon opening, or in the first seconds of being on the site. But they do not overlap or affect the content, do not change their position when scrolling the page, and are most often located to the right of the text.

    An example is an invitation to subscribe to blog updates, which will accompany the user throughout their stay on the page. The online chat windows are almost always constantly floated after the user.

    Generally, there may be up to 30 variations of advertisement pop up applied on various websites depending on their business model, marketing goals and so much more. The most essential remains to make them work for the good of your website, but not to deter the users.


    A couple of seconds and here floats a subscription bar to the left

    Don't forget about thank you pop-ups. After a person subscribes to the newsletter or blog updates, orders a consultation, a callback or completes a survey - thank you may be a way to use a pop-up too.

    How to increase conversion?

    How to make a pop up ad increase conversion rather than deter the users from your website? Here are some tips to consider while coming up with your pop-up ad ideas:

    1. Don't overload pop-up windows with text. Stay with a clear and attractive title and a very short transcript if needed.

    2. Pop-up windows should not sell anything, but offer to perform a specific action - a minimum of words is enough to lead to it, and a great call-to-action is a must.

    3. Check pop-up texts for spelling and - especially - factual errors. They greatly reduce user confidence.

    4. Use classic marketing techniques.

    5. Don't neglect social proof. For example, in the text of the pop-up window offering to subscribe to the newsletter, you can place the line “there are already 100,500 subscribers with us”. It inspires confidence.

    6. Don't forget to show the user what he/she gets by performing the action that a specific pop-up window calls for. For example, "fill out the form and you will be the first to receive information about our promotions and discounts."

    7. Forcing a user to subscribe is out of question.

    8. Avoid demonstrating pop-up windows in the first seconds of a person's stay on the site. Give at least 10-15 seconds to understand where they got to and what is being offered there.

    9. Don't make the welcome window (if you are planning one) aggressive. Especially annoying are those welcome windows that immediately require a subscription, registration, application, or offer to make a calculation. How can you subscribe if you still don’t understand what exactly you’re subscribing to?

    10. Don't overload your site with pop-ups. For example, making pop-up windows separately on one site for greeting, subscribing, discounts, scrolling to the end of the article, leaving, returning from another tab, social proof and informing about promotions will definitely be too much. And it will certainly scare away some visitors.

    11. Do not hide the button or cross icon to close the window. When this function is hidden, and finding it is a whole quest - firstly, it is bad manners, and secondly, it is very annoying.

    12. Don't make pop-ups with auto-sounds. This may scare away even the most loyal audience. Do not include additional effects in pop-ups. For example, avoid annoying blinking effects.

    13. As you design a pop-up window, choose fonts and the general style of the main page. This will help the pop-up window look like a native, relevant element of the site.

    14. When using the counter of the time until the end of the promotion, make it small, neat and unobtrusive. No need for big shapes and eye-catching fonts!

    15. Provide useful native information. Native useful information is welcome. Lots of pop-ups are out of question.

    16. Useful information makes a person more loyal.

    17. Do not try to bypass ad blockers if they are on the user's computer. Show the person that you respect their choice - it increases loyalty and ultimately benefits you.

    18. Respect for the user's choice. This means respectful communication with the user.

    Also, keep track of Google search engine algorithm changes. They may provide Google Page Experience Update that often touches on some serious UX concerns, how do pop up ads work, using heavy design, unfriendly to mobile technologies and so much more.


    Keep in mind the definition of pop up & its controversial nature in order to create the best possible pop-ups and retain your users, instead of deterring them.

    Yes, pop-ups may be an annoying part of online marketing. If they do not work so damn well we would never invest so much time and energy creating tools that make them easy for you to integrate into your marketing strategy. Bulk Email Sender will probably be a great help when you work in email marketing and need some essential help with emails, if not pop-ups. Don’t miss your chance to save time & efforts and leave it for a great pop-up design!

    Written by:
    Ira Byvalkevich
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