Pop-ups: What Are They, Their Purpose for Business, and Types of Pop-Up Windows

A "pop-up" is a graphical user interface element that appears on top of the main content on a website or in a software application. Pop-ups have been around since the early days of the internet and continue to be in use today.

While the opinions of marketers about this tool have always been mixed, pop-ups can be found on hundreds of websites. Pop-ups are used for collecting contacts, increasing sales, and informing users.

We will explain how to create pop-ups correctly to avoid irritating users and provide examples of pop-ups from brand websites.

What are pop-ups and their benefits for business

A pop-up is a type of window that appears unexpectedly on a website at a specific point during page viewing. Pop-ups offer users the opportunity to subscribe to a newsletter, download free materials, provide information about promotions and discounts, or simply convey important information.

A pop-up window

The purposes of pop-ups include:

How to create a proper pop-up

Creating an effective pop-up requires careful planning and consideration of several key factors to avoid irritating users and achieve your intended goals. Here are some tips for creating pop-ups correctly:

What pop-ups can be

• center pop-ups: these pop-ups appear in the center of the page, covering either the entire screen or a part of it;

• sidebar or scroll-following pop-ups: these pop-ups are located on the side of the page and move along with the user's scrolling;

• top and bottom bars: these pop-ups often take the form of narrow bars that appear at the top or bottom of the screen.

A pop-up of leaving page

Examples of pop-ups

Promotional pop-ups

These are pop-ups with discounts and promotions. They can be simple informational ones, notifying about discounts or offering promo codes. There are also interactive options with gamification.

Discount pop-up

Pop-ups with gamification elements are a distinct type of promotion. Users are often offered the opportunity to spin a roulette wheel, similar to a casino, with the chance to win a bonus that will be sent to their email.

Real example of pop-up

Pop-ups with lead magnets

For instance, a bonus might include a free course, some informational resource, etc.

Surveys

Surveys are used to gather insights about the audience or as a method to engage users. For example, a cosmetic website may suggest that users specify their skin type while filling out a subscription form in the pop-up.

Survey within a popup

Even simple "yes" or "no" responses can fall under this category of pop-ups. In this case, it's assumed that people might feel uncomfortable clicking "no" and potentially missing out, which may lead them to consider the offer.

Survey pop-up

Informational pop-ups

Informational pop-ups are used to communicate changes in the company's operations, delivery, technical updates, and more. This category may also include rare and unique approaches, such as using pop-ups with video testimonials that accompany users as they scroll through a language learning service's webpage.

Informational pop-up

Subscribe to the newsletter

These are the most common pop-ups that encourage users to leave their contact information so that the company can continue to send them content or other information. In this case, the pop-up is located at the bottom right of the page, allowing users to continue viewing website content without interruption and giving them the option to decide on their subscription at their own pace.

Offering pop-up window

Popup subscriptions are typically combined with a promotional offer. In many cases, when subscribing, users are often offered a discount on their first order.

Popup subscription

Callback request, registration forms, etc.

However, registration forms in pop-ups are more common. They collect basic user information, which is then added to the subscriber's profile.

Summary

A pop-up is a website element used for lead generation, information delivery, and boosting sales through discounts and promo codes. Pop-ups can appear as a greeting when a user enters a website, after a certain time of viewing, or triggered by user actions. There are also exit-intent pop-ups designed to retain users who are about to leave the site.

To avoid irritating site visitors and make pop-ups noticeable, it's important to consider the timing of their appearance, allowing users to explore the page's content. Design should be distinct from standard advertising and not get lost in the content. Additionally, the placement of the pop-up matters, whether it covers the entire screen, appears in the center, on the side, or at the top of the page. There is no one-size-fits-all solution for pop-ups, and their effectiveness is often determined through A/B testing.