Website pop-ups tend to irritate users. While both Google and marketers are well aware of this, pop-ups are still widely used because of their power to convert prospects. The trick for brands hoping to boost conversions with pop-ups is to employ them in an intentional way that supports the customer journey rather than the brand’s goals.
Although pop-ups can work well when executed properly, with search engine algorithms and rules around SEO constantly changing, it can be difficult for companies to figure out the best ways to optimize their use. The members of Forbes Agency Council understand the ins and outs of digital marketing in 2021, and below, 14 of them share best practices for utilizing pop-ups in ways that will enhance instead of obstruct the user experience.
Forbes Agency Council members share ways to ensure pop-ups abide by search engines’ mobile-friendly rules.
Photos courtesy of the individual members.
1. Follow Google’s Pop-Up Rules
Mobile pop-ups are effective tools, and search engines understand that list building matters. To use pop-ups effectively, the first priority is to abide by Google’s rules for pop-ups and use a compliant format. Then, maximize the effectiveness by keeping your pop-ups’ visuals and call to action concise. Ensure that pop-ups are unobtrusive by reducing the friction to close the pop-up. – Tellef Lundevall, Accelerated Digital Media
2. Set Pop-Ups On Landing Pages For Non-Organic Search Traffic
If you want high Google rankings and visibility for your brand, it is important to keep in mind that the rules for pop-ups need to be restricted. Set the pop-ups on landing pages to be shown only to non-organic search traffic sources. This will allow you to utilize the benefits of pop-ups without negatively impacting the SEO of the website. – Revecka Jallad, DIVISA
3. Use A Call To Action To Trigger Pop-Ups
Pop-ups play a huge role in mobile conversion, but they can also get your site dinged if not used correctly. One strategy we recommend that is in line with search engines’ requirements is using a call to action to trigger the pop-up. Brands displaying a reasonably sized CTA to trigger pop-ups will have higher mobile conversion rates while abiding by the rules of being mobile-friendly. – Randy Soderman, Soderman SEO
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4. Never Use Mobile Pop-Ups To Grab Attention
Always use pop-ups in response to user actions on mobile and never as an attention-grabbing tool (as they are often used on desktop). Additionally, make sure your pop-ups are accessible, with appropriate screen reader markup and large, clear and easily accessible close buttons. – Bobby Steinbach, MeanPug Digital
5. Always Delay The Loading Of Pop-Ups
Always delay the loading of pop-ups by 10 to 15 seconds. This will prevent the Google crawler from seeing them, and the potential negative impact of a pop-up will be avoided. The way a pop-up appears varies by device, so test them on multiple iOS and Android devices before letting them go live. Check that they don’t take up too much of the screen and that the mechanism for closing pop-ups is clear. – Nick Brown, accelerate agency
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6. Let Users Prompt Pop-Ups With An Animated CTA Button
Our team of developers has found better results using an animated call-to-action button. Once clicked, it will prompt a pop-up that is appropriately sized and optimized for legibility and functionality on mobile. This method would be used in place of the traditional invasive pop-up. – Logan Rae, Argon Agency
7. Design Responsive Forms For Mobile First
You don’t have to sacrifice rankings for more conversions! Here is a simple way to think about it: Design responsive forms for mobile before you design for desktop. Responsive forms can prevent cumulative layout shift when the page loads, which is one of the three key metrics in Google’s recent Core Web Vitals update and the only one not directly related to site speed. – Dan Golden, Be Found Online
8. Time Pop-Ups To Open At The Bottom Of A Page
Mobile and desktop are very different. Your mobile page may be devalued if your pop-up is “spammy,” difficult to dismiss or diminishes a user’s experience. A good rule of thumb is to time the pop-up to open when a user gets to the bottom of the page or have it close after a few seconds of user inaction. Also, save the user’s preferences so that they aren’t served the same pop-up more than once. – Michelle Abdow, Market Mentors, LLC
9. Target Only New Visitors With A Responsive Pop-Up
With Google shifting its focus from desktops to mobile devices, it is essential to use a responsive pop-up and follow device-specific display rules. The pop-ups should be unobtrusive and should only target new visitors. Find a solution that offers conversion-optimized layouts while ensuring it’s not affecting your page load speed. – Alex Valencia, We Do Web Content
10. Make Sure Mobile Pop-Ups Don’t Hinder The User Experience
When using a pop-up on mobile, make sure it doesn’t hinder the user experience. Testing pop-ups that are smaller calls to action, slide-ins and drop-downs is important. If it is difficult to navigate the site and pop-ups take up too much space, it could cause visitor abandonment. Make decisions based on how individuals engage with your pop-ups on their mobile devices to see maximum results. – Elyse Flynn Meyer, Prism Global Marketing Solutions
11. Customize Your Pop-Ups
Not every visitor needs to be asked to join your mailing list. Pop-ups offer a great way to get CTAs front and center, but they can slow down your site and hinder Core Web Vitals, which negatively affects your search ranking. Try using pop-ups on specific pages or for specific audiences, such as returning visitors who’ve already engaged with your brand but aren’t in your customer relationship management system. – Nathan Miller, Miller Ink, Inc.
12. Provide A Way For Uninterested Users To Close Pop-Ups
Be sure to provide an unobscure button for users to close the window if they’re not interested in your offer. This will help your pop-up comply with search engine rules. And while you’re at it, evaluate the offer itself—is it valuable enough to engage visitors and keep them on your site? User engagement can, in turn, boost your ranking, not to mention support your lead-generation objectives. – Sara Steever, Paulsen
13. Prioritize Accessibility When Adding Pop-Ups
Don’t create oversized pop-ups that take up the entire screen. Too much visual stimulation can cause the visitor to leave immediately. You may consider adding a short delay or simplifying the design so that it fits comfortably on a smaller screen. – Hannah Trivette, NUVEW Web Solutions
14. Make Pop-Ups Small Or Delay Them
When embedding a pop-up, ensure that it is less than 25% of the page. Otherwise, it can be flagged as an interruptive interstitial and be penalized by Google. Alternatively, you can embed a delay of more than eight seconds, giving the reader ample time to view content on the page before the pop-up is served. You can either make it small or delay the timing of when it pops up. – Albert Moufarrij, MACH9
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Author: Expert Panel®, Forbes Councils Member
