#791: On-Screen Pop-Ups: Annoying, But Are They Effective? Episode 1
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Pop-ups are a controversial marketing tactic. Many people find pop-ups annoying, but research shows they are highly effective. What makes a pop-up annoying? It all comes down to the way it's presented and how easily it can (or can't) be closed. It takes multiple clicks to close the pop-up. Every sign-up requirement is a barrier to your content. Full-screen pop-ups are also perceived as spammy. The typography and/or color scheme are hard on the eyes. Even the most well-intentioned pop-ups will be seen as annoying advertisements when served intrusively. Pop-ups aren't inherently successful – you have to make them work.

Once you identify the elements that support conversions, you can incorporate them into your pop-ups. Every successful pop-up begins with a relevant, irresistible offer centered on what your target audience prefers. Pop-ups should be contained in a smaller window in the middle of the screen and should not be full-screen. Exit-intent popups are time-delayed until the visitor is ready to leave your website. If you haven't created an exit intent pop-up, now is a great time to get started. Pop-ups convert more than static sign-up forms, plain and simple.

The average conversion rate for a well-designed pop-up is around 3%. If you get 50,000 unique visitors each month, a 3% conversion rate amounts to 1,500 sign-ups. After one year, your list will grow by 18,000 subscribers. Exit pop-ups are designed to catch someone's attention when they attempt to navigate away from your page. Placing a pop-up in front of someone before they leave is a great way to present an irresistible offer. Pop-ups can be effective but need to be designed in a specific way. Split-testing is the ultimate tool for optimizing your conversion rate.

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