Pop-ups are enormously popular in the world of marketing right now. They’re everywhere, and with good reason: for many websites, they drive conversion rates through the roof. However,the return of pop-ups引起了一些愤怒。
并非每个人都很高兴他们回来了，正如我在去年四月的原始帖子中所写的那样，一些消费者甚至拒绝访问他们知道使用弹出窗口的网站。
实际上，在八月，弹出窗口的创造者apologized to the Internet对于“创建广告商工具包中最讨厌的工具之一”。
使用弹出窗口需要微妙的杂耍行为。
You want to get more email subscribers or new leads, but you don’t want to upset your visitors. You want the higher conversion rate, but without the complaints. Is it possible to manage this?
如果您一直在考虑实施弹出式弹出窗口，但担心驱赶访问者比您的转换更多的访客，我有一些建议。
有几种使用弹出窗口的方法 - 也就是说，它们具有“常规”弹出窗口的大部分或全部好处，但使您的访客乱七八糟的可能性要小得多锤击“后背”按钮。
Let’s look at three ways you can implement pop-ups that your customers will tolerate…
甚至享受。
方法＃1：事件触发的弹出窗口
Lots of websites have pop-ups that appear immediately. You’re on a page for two seconds, just getting into the content, and boom: pop-up in your face.
如果这是only您在网站或博客上拥有的选择选项，您可能没有看到大量的转换。毕竟，如果他们第一次访问您的网站，应该如何知道他们是否要下载您的指南或订阅您的电子邮件？
这部分是导致“退出意图”弹出窗口流行的原因。
这些弹出窗口仅在访客时才出现moves their mouse to close a tab or leave your website(while browsing on a desktop, of course).
They’re only triggered by this specific event, and usually have the goal of creating some kind of long-term relationship with a short-term visitor. Unbounce’s blog post on exit intent pop-ups details how a medical clinic used this method to pull departing visitors back to their website:
根据Unulsounce，诊所转换了19％的退出访客通过让他们参加弹出窗口中广告的测试来进入销售线索。WPBEGINNER-一个受欢迎的网站，提供教程和技巧
WordPress beginners — also gained一周之内仅3200个电子邮件订户经过实施出口意图弹出。
他们甚至没有实现弹出式站点，只将其添加到特定的帖子中！
Exiting a tab doesn’t have to be the only event that triggers a pop-up, though. Depending on your plugin or software of choice, you can set up pop-ups to appear after events like multiple visits, visits to specific pages, or even a long time spent on a specific page or task.
As an example of that last one, I’ve long appreciated AT&T’s time delay pop-up. This little box only appears when you spend a long time intheir online store：
This one makes a lot of sense: if someone spends a ton of time looking at phones without clicking on anything, they might need some help making a choice.
而且，由于AT＆T的实时聊天选项非常快，因此比说“给我们发送电子邮件”或“打电话给我们”更聪明。
I wonder what their conversion rate on this is?
Method #2: The click-triggered pop-up
What if you could use a pop-up that only appeared when visitors通缉它会出现吗？不，我们并不是在暗示您应该尝试阅读访客的脑海，或者做一些不可能的绝地武士技巧。
但是我们建议您尝试隐藏弹出窗口直到访客单击触发它们出现的链接。
一个点击触发的弹出窗口肯定不会在您的网站访问者面前关注您的消息，要约或采取行动。
但它doesstill collect opt-ins and email addresses, and due to its non-intrusive nature, it can make your visitors feel less like “pop-ups are annoying!” and more like “oh, I get why this is here.”
这正是我们所做的我们的博客文章包含一年的内容以改善业务。
大多数内容都在帖子的主体中，但是我们在PDF版本中也有一些额外的链接。
我们知道，有些游客会很高兴阅读帖子的正文并从那里访问链接。但是，我们也知道有些访客会很忙，并且希望PDF版本随身携带，在旅途中或在家中仔细阅读。
当您到达帖子的底部时，有一个黄色的PDF版本的呼吁：
单击链接时，将出现弹出窗口：
As of this moment, we have a53％的转化率在此弹出窗口上 - 这意味着单击链接的访问者中只有一半以上输入了他们的电子邮件地址以访问PDF。我们还在我们非常受欢迎的cost of advertising邮政。
This one has a43%的转化率。
这可能会降低一些，因为它没有提供任何额外的内容，但仍然可以为访问者提供与他们一起获取信息的选择。
因此，到目前为止，我们的经验表明，这种方法虽然侵入性或显而易见，但比其他弹出方法更高的转化率要高得多。
您仍然提供与否则可能会立即出现的窗口中的相同价值，但是在这些情况下，用户选择单击该链接，然后决定他们是否认为值得输入他们的电子邮件地址。
他们中的大多数似乎认为这是值得的！好奇知道我们是如何做到的？我们用了WordPress的Optinmonster插件，将弹出窗口设置为未在网站上显示, and then linked to them with some special HTML.
Try it out, it works!
布莱恩·迪恩（Brian Dean）也有一个很棒的教程on implementing this method as part of a “content upgrade.”
方法＃3：“礼貌的弹出窗口”（又名流行音乐）
上面的两种方法涉及弹出窗口，当它们出现时，它们仍然覆盖用户的屏幕。
他们仍然必须关闭，以使访问者重新回到他们以前做的事情的过程中，无论是离开您的网站还是试图在博客文章中找到自己的出路。
This is where this third method comes in handy. It’s an unobtrusive method that isn’t really a pop-up at all, in the typical sense of the word. It’s a pop-in, a fairly polite little box that may滑动或从屏幕的侧面或角落出现当您阅读页面或浏览网站时。
The difference between pop-ins and pop-ups is that pop-ins typically don’t obscure your view of the website you are visiting or the content you are viewing.
当您滚动时，它们可能在角落里看到它们，但不要跳起来以分散您当时的工作或阅读的注意力。这表示在准备好之前，您无需查看弹出式弹出式。You can see a pop-up slide in from the right side of your screen as you scroll down any content on theVideofruit博客：
Buffer’s blogalso uses a pop-in that comes up from the bottom of your screen as you near the bottom of a page, this one asking you to give their社交媒体调度工具镜头：
Although these pop-ups allow you to continue doing what you were doing when you first came to a page, they are still pretty hard to miss.
但是他们转换了吗？是的！在接吻博客上，艾伯塔大学的Jason Buzzell解释了大学添加了10秒延迟弹出式弹出术：
This simple little pop-in grew the university’s mailing list经过500% in less than a year’s time, increasing opt-ins from 421 in November of 2012 to more than 2,500 in September of 2013.
Should you use pop-ups?
Pop-ups aren’t necessarily for everyone.
If you want to attract new email subscribers, promote a specific piece of content, or direct visitors to a helpful resource, they can definitely prove successful — no matter what form they take.
But implementing a pop-up without a specific goal in mind is a recipe for disaster. The same applies for adding a pop-up without closely monitoring its results, or doingA/B testing确定您的访客最喜欢的格式。
Like everything in marketing, trying a new method like this requires策略和仔细计划。Without those two elements, you run the risk of upsetting your visitors.
如何判断您是否让访客烦恼
Once you implement a pop-up method, there’s a fairly simple way to tell whether or not it’s annoying your website visitors.
Just follow Dan Zarrella’s lead and turn it off for a while, then turn it back on. Look at the following data while the pop-up is on, as well as while it’s off:
- Bounce rate
- 页面上的时间
- 选择加入率
Zarrella发现，当他的弹出窗口关闭时，他的转化率从3.08％下降到1.52％。然而，his bounce rate remained almost exactly the same，表明他的访客不介意他的弹出窗口。
如果您确实实现了弹出窗口，请尝试此方法（甚至是A/B测试），以了解它如何影响访问者的行为。
如果您的跳出率在实施弹出窗口后似乎会上升，或者访问者在页面上花费的时间短得多，那么您可能需要进行调整，直到这些指标更接近其水平，然后才能实现POP-向上。（例如，在出现覆盖之前调整时间延迟，或更改操作调用。）
你不能取悦所有人
无论您做什么，有些人都会讨厌您的弹出窗口。但是关于在线营销的一件事是你不能让每个人快乐。
与其专注于少数对弹出窗口有非理性仇恨的人（无论如何不是您想要的订户或客户），而是专注于使您的其他访客感到高兴。
Try to give the people who opt-in to your email or download something from your pop-up the best value possible. If someone takes the time to view your pop-up and act on it, make sure they’re rewarded!
最后，这是弹出成功的秘诀。
