A beginner’s guide to popups

So you’ve decided it’s time to add a popup to your Shopify store. 

I know the deal. Your site has a healthy flow of visitors, judging by the analytics dashboard. Yet your email marketing list growth is lethargic. Or, you want to capture visitors’ attention and send them down a certain path. 

Either way, let a popup do the heavy lifting. 
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Ready to add a popup to your store? Get started today with Seguno's popup.

Follow along as we go over the basics and show some ways to transform visitors into subscribers and drive greater engagement with your brand. 
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What’s your goal?

First, let’s start by defining popups. They’re messages that appear — or literally pop up, as their name implies — on your website after a certain amount of time, prompting visitors to take an action or simply take notice of something you want them to know. 

At their core, popups are an on-site conversion tool.  

A majority of brands use popups to grow their email and/or SMS subscriber lists. I honestly don’t have any official stats to support that. But if you visit 10 ecommerce shops, at least 70% most likely have an email popup asking for your address and/or cell phone number. 

Capturing contact information is one way to use a popup. But it’s not the sole reason for their existence. Here are examples of other ways to make them work for you:  

• Guide visitors to a specific page
• Make an announcement, such as a sale
• Communicate shipping delays
• Add up-sell or cross-sell options

With all of these options, your first job when creating a popup is to determine your goal. Are you after email addresses, or do you have a different game plan in mind?
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Have multiple goals? Don’t be afraid to use multiple popups.

Designing a popup

Now comes the fun part. I’m going to cover four aspects at the heart of the creation process: anatomy, placement, the journey — or number of steps — to completing subscription, and content strategies.  
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1. Anatomy of a popup

How creative you get with popups is totally up to your whims. But before we wade into the design territory, the successful ones all have a similar structure you’d do well to follow. 

Note that this anatomy is for popups focused on email capture. The format for other types of popups would be simpler. 

Here are the bones, from top to bottom. 

A: Easy exit ‍

You know where that X should go — the upper right-hand corner. Any other place would be bizarre, plus frustrating for anyone whose instinct is to close out anything disruptive. You don’t want to aggravate guests. 

‍B. Short- and long-term wins 

Any message aimed at attracting, converting or reaching an audience needs some good reasoning as to why a visitor should take pause. Popups are no different. 

Incorporating both a short- and long-term win is the way to go. Contemplate what will be most attractive to prospective subscribers. A discount offer? Guarantees that they’ll be kept in the loop for major announcements? 

These messages have the power to both stop browsers from Xing out and giving their contact info. Spend time sharpening them. 

Much more on this in a little bit.

C. Contact form 

Keep this area of the popup short. Actually, lengthy text doesn’t belong anywhere. We like brief and to the point. 

Ask solely for an email address, and cell phone number if you want to use SMS marketing. 

D. Call to action (CTA)

A clear, action-oriented word is the aim. Common CTAs are as simple as “submit” or “sign up now.” Or, a “get my 10% off” could be used to reinforce the short-term win. 

E. Secondary exit

Yes, you’ve already got the easy exit. So why an alternate way to make the popup disappear? It’s being considerate to those who might overlook the X. Ultimately, it should be super easy to get back to your site. 
 

2. Popup journey

Many popups consist of one step — enter your data, click submit, and done. 

However, some brands have found that by creating a multi-step process, they see a higher conversion rate. Let’s take a look at this extended journey from Summersalt. 

The first step asks whether you’re interested in free shipping. A “yes” response takes you to the signup form. And after hitting “continue” upon entering an email address, you get a discount code. Summersalt also steers you to one of two areas — a collection of swimwear you otherwise can’t find through the navigational menu, or general browsing.     

So, you need to decide on the type of journey you want to take your potential subscribers on. With a popup tool like Seguno’s, you can include up to three steps.

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3. Popup placement

In the land of email popups, we split the placement options into two categories. There are central popups and secondary placements.

‍Central popups appear in the middle of the screen. I recommend this if you’re just getting started. They can be small. I say go large, just not full screen. 

A popup more vertical in nature is preferable, so it looks good on both desktop and mobile.  

‍Secondary placements — aka off the wall — slide in from either side, or the top or bottom. We recommend this option if you’re concerned about bounce rates on your site, as they aren’t as conspicuous as the central placement. 

You'll most likely experience a lower conversion rate than you would with a more prominent placement. However, subscriptions that stem from this type of popup may represent a more engaged audience. 

Why? Because the placement is typically more subdued, versus a look-at-me-now popup that demands an immediate “I comply” or “leave me alone.” Therefore, secondary popups often cater to visitors that are a touch more proactive than the regular scroller.   
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4. Popup strategies

Recall the importance of incorporating short- and long-term wins. They can be the motivating factor that prompts someone to sign up for your emails. Let’s dive into a few email popup examples for each. 
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The short-term win

The following example doesn’t adhere to all of the popup best practices we outlined earlier. But we presume that Partake does a good job of rounding up subscribers with a 15% off code. The bright colors, clear images, and large font are tough to ignore.  

The long-term win

Sometimes you lack the bandwidth to give away a discount or free shipping in exchange for every new email address. That’s where the long-term win comes into play. 

Several brands take this approach. Instead, they emphasize the value that a subscriber receives or explains the community they’re joining.

Like the secondary placement, you might see a lower conversion rate, yet higher-quality audience. In fact, Besame Cosmetics doesn’t feature a central popup, only this off-the-wall one.   
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Combining short- and long-term wins

You can have your cake and eat it, too. Popups hold space for both a discount and glimpse at what a subscriber will get in the future. Artisaire does it succinctly and without any fancy graphics. 

Popup timing 

When is the right time to display your popup?

Unfortunately, we can’t prescribe a specific technique — we don’t have a “do this” and you’ll capture the most subscribers. But what we can offer are guidelines.  

First, apps have different trigger options. You might be able to manipulate timing based on how many pages have been visited, or the percentage of a page that’s been viewed.  

Many brands go by a certain wait time once a visitor loads a site page. For the purposes of keeping things basic, we’re taking that route with our example. 

I suggest you fire off that popup anywhere between five and 60 seconds. Here are the potential effects of each end of the spectrum: 

• Start closer to 5 seconds and you’ll likely get more people, but a lot more bounces (which could cost you sales)
• Start around 1 minute in, and you’ll probably capture fewer yet more highly engaged people  

Let your Google Analytics dictate your popup’s launch. Your average time on site is a good starting point. Trigger the popup within that time. 

Continue to monitor your analytics once you implement a popup. An average bounce rate that creeps up post-popup may indicate some adjustments are in order — perhaps relaxing the timing or shifting to a pages-viewed tactic. You don’t want a popup that hurts your overall site profitability.  
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Dig deeper into what might work for your brand by reading our guide on popup timing strategy.

Popup page placement

Where do you want your popup to appear? This is the last major question to answer. 

If it’s an email-focused popup, then you might choose that any page will do. And in that case, timing is the driving factor. 

Then there are instances when you’ll want to put more thought into where a popup is and isn’t displayed. This is especially true for non-email popups. 

For example, you might trigger a special sales announcement for a certain collection only when relevant pages are viewed. Similarly, you could display a cross-sell recommendation popup on pertinent product pages.   

Overall, it’s important to be mindful of your visitor’s experience. You don’t want to distract your shoppers too much, and you definitely want to protect your checkout flow by restricting popups from pages that don’t relate. 
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4 steps to your popup

Creating and launching a popup on your site takes a bit of planning, but nothing that needs to be overwhelming.  

It entails the basic steps of: 

1. Determining what action you want a visitor to take
2. Designing it 
3. Settling on popup timing 
4. Choosing pages for display

These four high-level steps are all you need to get rolling with a popup bound to snag some new fans. The best part is that you can get up and running today — without ever leaving Shopify — with Seguno’s popup app.
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For my best insights on growing your email marketing list, head over to our full course on developing a list growth engine.