Website conversion is difficult at times. You may have considered going for something risky and the moves outlined here are risky. They can either translate into sales for you or into a potential customer never coming back. But if you do them right, risky moves often pay off. A wise man once said “Fortune favours the bold.” This piece of wisdom applies to your website. You just have to make sure that when you take a risk, you do it the right way.
You could use a popup.
Yes, popups are incredibly annoying. They are distracting and no one ever clicks on them… right?
Well, no, not exactly. Popups are really annoying, mostly because they demand instant attention. A popup on your website will be annoying for your visitor but it will also ask for a response. Most people will not be thrilled with one but you may find that it helps your conversion quite a lot.
I know there are certain websites that I have subscribed to simply because a popup has appeared. From recipe websites to viral video websites, I have clicked on them and thought “Yeah, I could use a few workout tips” or “Of course I would like to watch a video about cats every day”. I would have never signed up for these services if it hadn’t been for a popup.
If you google “Do popups work?”, the first page result is full of articles that basically say yes. One of the articles is older than a decade, a few from within the last few months. The conclusion is that popups still work, you just have to do them well.
There are lots of ways to do popups properly.
To start with, there are lots of different types of popups. Within them, there are several variations. Try to avoid the flashy ones or the ones that the visitor can’t close, for instance. Popups are good for some things and not so good for others.
Here are some tips that will ensure that your popups are effective:
- Make sure that the popup is big. You don’t want something on the side.
- Make sure that your users can close the popup – very important!
- Make sure that you use a lightbox popup to demand full attention.
- Make sure that the popup appears infrequently. You don’t want it to interrupt any reading or browsing.
- Make sure that the popup doesn’t appear as soon as a user lands on the page. You want to make sure that they are engaged with the content first!
I know what you are thinking – “But aren’t popups really ugly?”. No, popups don’t have to be ugly. Firstly, they shouldn’t flash numbers or have yellow text inside a star border. Popups should be nicely designed and slick. A non-offending popup should outline the values your web visitor will receive and have an email field in which they can opt in. Think sleek and minimalist. You don’t want your site to look and sound like a questionable used car salesman.
Your popup should be easy on the eyes. The nicer it looks and the easier it is to close, the least annoying it is. Once you have increased your list of subscribers with popups, you can go on to the next risky step…
You could do stuff for free.
There are lots of online stores that do things for free. Amazon, Stitch Fix and Trunk Club are all sites that also allow you to return stuff for free. It probably seems scary because the return rate may be high. Despite that, all these businesses are doing really well.
Let’s face it: you and I love free stuff. For instance, when Amazon offered a trial for Amazon Prime that came with free shipping, I jumped on that opportunity. Other sites offer free downloads after signing up for a newsletter or a chance to win something like an iPad.
Of course you don’t want to give away too much stuff for free. You also want to make sure that you stand out in a market that is oversaturated with free stuff. Remember these points:
- Nobody wants to work to get something for free. Users don’t want to fill out long forms – make it easy on their part, so it feels like it’s actually free.
- Use the word “giveaway.” Giveaways have much higher conversions than promotions and sweepstakes.
- Show them a picture. Showing users a picture increases the likelihood of conversion. If your product isn’t something physical, show a picture of something related to the product.
The above are risks. But how do you grow if you don’t take risks? Yes, it could be difficult and it may put people off, but it may just help your business considerably. I know that these things have worked on me and they have probably worked on you too.
When you really think about it, is this a risk you can afford not to take?