Pop-up ads, when used effectively, are an excellent way to get more people to take action on your site. By delivering the right message at the right time, you can capture your audience’s attention and guide them toward the next step.
The “next step” for businesses will vary based on their industry and long-term goals. But generally speaking, goals include convincing someone to sign up for a newsletter, grab a lead magnet or finalize a purchase.
However, poor targeting can make pop-ups counterproductive. If you’re not careful, you could frustrate your audience, which is not ideal.
To avoid this situation, it’s crucial to know about the types of pop-ups and why they work. Below, you’ll find the best pop-ups and targeting techniques that have worked for us for the past several years.
1. Time-based targeting
Time-based targeting pop-ups appear after a user has spent a predefined amount of time on a webpage.
You can trigger a pop-up to show up 15 seconds to over a minute after someone lands on a page. This strategy capitalizes on the idea that users who linger are more likely to check out what you’re offering.
Why it works:
Time-based pop-ups work well because they allow visitors to familiarize themselves with your content before you present them with an offer. By waiting until they’ve shown some level of interest, you minimize the risk of the pop-up feeling like an interruption.
Instead, it feels like a natural extension of their browsing experience, which means they’re more likely to engage with your pop-up.
2. Scroll-based pop-up ads
As the name implies, scroll-based pop-ups are triggered when a user scrolls down to a specific part of a webpage. You can choose the best time to show it based on what you hope to achieve.
Why it works:
By basing the pop-up on scrolling activity, you can target users who are already engaged and invested in the information or products on the page.
Unlike pop-ups that appear right away, scroll-based pop-ups give users time to immerse themselves in your content, which makes them more open to your message. This tactic will help you reach potential customers who are ready to engage with your brand.
3. Exit-intent pop-ups
Exit-intent pop-ups are designed to help you get visitors’ attention as they prepare to leave by triggering a last-minute message or encouraging them to stay.
These are activated by using cursor movement tracking and other behavioral cues. So, when someone is about to hit the X to close their tab, a pop-up appears that encourages them to take an action, like joining an email list.
Why it works:
Exit-intent pop-ups are great because they help you connect with people who would otherwise leave and probably forget your brand exists!
They are one of the best ways to reduce cart abandonment. By capturing attention at a critical moment, these pop-ups can help recover lost sales and turn potential exits into conversions. For context, it’s estimated that a $4 trilllion worth of products are left in digital carts each year, per Drip.
Damian Grabarczyk, co-founder of PetLab Co., says, “To address high cart abandonment rates among first-time buyers (nearly 40%), we introduced exit-intent pop-ups offering an additional 5% discount. These pop-ups are designed specifically to reduce initial hesitation by incentivizing their purchases. Within three months, we saw a 15% reduction in abandonment rates, and an 8% boost in overall revenue for first-time buyers.”
4. Geolocation targeting
Next, let’s talk about geolocation targeting pop-ups. These are adaptable pop-ups that change based on where your audience is located. Showing people unique offers based on where they live is a great way to capture their attention and convince them to check out your product.
Why it works:
Geolocation marketing works because it is a form of personalization and is linked to local search, which has become increasingly common. In fact, we found that 18% of local searches result in a same-day sale!
When you create regional offers, it’s easier to secure sales and generate leads. It shows that you’re paying attention to your visitors and want to provide the best experience possible.
5. Behavior-based pop-up ads
Speaking of personalization, behavior-based pop-ups appear based on how people engage with your site. When people do something like adding items to a cart or checking out specific blog categories, this type of pop-up is a surefire way to get their attention.
These pop-ups are highly customizable, offering messages tailored to the user’s activity and intent.
Why it works:
Behavior-based pop-ups work so well because they’re personalized for each person. When you consider 4 out of 5 people claim they want to engage with businesses that personalize their experiences, this doesn’t come as a surprise. We’ve had a lot of luck with this strategy, and I think it’s great for brands across all industries.
6. Mobile vs. desktop targeting
Mobile vs. desktop targeting involves designing pop-ups specifically for the devices each person is using.
You’ll want to make sure mobile pop-ups are typically more streamlined to account for smaller screen sizes and touch navigation. On the other hand, desktop pop-ups may include more detailed messaging and larger visuals.
Why it works:
People interact with websites differently on mobile devices than on desktops.
Using these types of pop-ups will help you create a smooth, engaging experience for everyone, regardless of the device they’re using. This is important because 92% of smartphone owners say they’ve used their devices to browse and shop online.
Up next
Pop-up ads remain one of the most effective tools for driving conversions, but their success depends on targeting users at the right time.
By using these six types of pop-ups, you can capture your audiences’ attention without disrupting their journey. At the same time, you will have a ton of new opportunities to connect with your audience and grow your business.
Dig deeper: Read part two of this series, where we dive into actionable pop-up targeting techniques.
Opinions expressed by SmartBrief contributors are their own.
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