We have all visited websites that show annoying pop-up boxes, often appearing on top of the very information that you are trying to read. Sometimes they even cover the whole screen, leaving you wondering why anyone would have ever thought that was a good idea.
Personally, I take offence at the ones that have a button that says, “I don’t want to lose weight” or “I know it all”, you know the ones! Really trying to guilt me in to clicking on the right button and sharing my personal data! For me, that is an immediate turn off.
Talk to your friends and it does seem like no one really likes pop-ups, so how do users really feel about pop-ups?
73% of internet users automatically disapprove of pop-ups
As at the end of 2018, adblocking software had roughly 200 million daily active users
45% of AdBlock users never want to view any advertising and want as many ads as possible removed from websites, in fact most web browsers now have built in popup blockers
So, knowing that why am I writing a blog on putting pop-ups on your hotel website? I must be crazy, right? Well not so fast… Here is where things get interesting!
Whilst we all appreciate that ads provide a poor user experience – when pop-ups are implemented appropriately – they can be incredibly effective. Now I don’t mean the pop-ups that were used in the “pioneering” days of the world wide web, but pop-ups that you can use selectively on your website – here are the facts:
Copyblogger found that implementing a pop-up strategy immediately boosted email list opt-ins
Pop-ups generally have a decent click-through rate – often 2% higher than other kinds of ads
Pop-ups helped BitNinja increase subscriptions by 114% and boosted leads by 162%
Despite our anti-ad attitude, it seems that we still engage with pop-ups. So here are my 5 reasons to use pop-ups on your hotel website:
1. They are attention grabbing
No one has the patience to read lots of information anymore, which is why delivering attention-grabbing micro-message in pop up is a great idea.
2. We all know pop-ups have discounts and offers
We are all used to pop-ups delivering extra value to online visitors! So if you are looking for a deal and a pop-up appears your visitors are going to be immediately drawn to that offer or value-added opportunity
3. They are versatile
Pop-ups no longer move visitors out of the browser window or clog up their desktop with ads they weren’t aware of. There are now many different ways and times to trigger a pop-up that you can deliver your online visitors with a perfectly timed message.
Imagine the benefits of a pop up with a discount code when your guests clicks on your accommodation tab. Another great way to drive direct bookings and under cut OTA’s without having to worry about that pesky rate-parity clause.
4. They keep your site clean
These days it seems less is more. Minimalism it seems is more aesthetically pleasing. If you have a special message you really want to get in front of your visitors but you don’t want to clutter your website, you can use a pop-up to deliver it.
5. They increase conversions and engagement
Sumo studied its users’ pop-ups and the conversion rates associated with them. They found that pop-ups have the potential to convert at an average rate of about 3%. Really well-designed and timed pop-ups have the potential to convert at around 9% of visitors that see them.
Don’t forget that all important engagement factor – ask your visitors to complete a survey or share something on social media, it all keeps them on your site longer and impresses those Google algorithms.
So will you pop, or not? If you do pop-ups are most effective when they are used sparingly so that visitors are not bombarded. Too many or too frequent pop-ups will only clutter your message and annoy your visitors. Here are some best practices for effective hotel pop-ups:
Target the right audience
Specific triggers so the pop-up appears at the right time in the visitors purchase experience
Clear and concise message and call to actions
Graphically eye-catching and appealing
Easy and obvious to close
Content is relevant to specific page
Offer something valuable that the visitor wants, such as a discount or important information
So maybe it is time to try out some well-timed, well placed pop ups on your site. They won’t give the level of personalisation your potential guests are seeking but they might just be the next best thing to engaging your customers with conversational AI!