Using pop-ups to capture emails: a valid technique?

[messi66]

It is becoming more and more common to find email capture systems based on pop-ups . This is a tactic that, despite what it may seem, does not penalize the visit/registration ratio and does not increase the bounce rate of the page . Intuitively, we could all agree that a pop-up annoys the user, causing a higher bounce rate than if there were no pop-up. This intuition is what we would base our recommendation on for less annoying email capture systems. However, there are reasons and data that show that this intuition does not fit reality. As for the reasons, they revolve around the idea that a user interested in the content of our site will not abandon it simply because a pop-up appears. If the user's interests are aligned with the content we offer, a pop-up that offers them the possibility of subscribing to receive information by email should not be an obstacle . This video sets out these types of arguments very eloquently and clearly.

Another type of argument is based on data. In a post titled “ My turkey business email list data shows Email popups work and don´t hurt ”, Dan Zrrella presented the results of analyzing the bounce rates and the visit/registration ratio on his page with and without a pop-up. Here are the results: As we can see, the bounce rate of the page barely changed with the use of the registration popup, while the subscription ratio doubled. In order to find the right balance between marketing objectives and the best user experience, we recommend following these basic tips.
popup_bars



Offer something in exchange for registering . If the user is really interested in what you offer, they will appreciate that you compensate them with content of interest in exchange for leaving their data.
Modulate the exposure time . Given the intrusive nature of the pop-up, it is important to correctly manage the user's exposure to it. For example, you can program it so that with a simple click or scroll the pop-up disappears, or make it only appear once a week to each user who visits the site and has not registered. In short, think about how to make the user's experience as painless as possible.
Show the benefits of the subscription . Even though it is a limited space, it is worth making an effort to summarize and explain the fundamental benefits that the subscription will bring.
Test . You should test key aspects such as where the pop-up appears, the benefits copy, the CTA, and the duration of the CTA.