Read, Set, Optimize
Ranking is extremely important because it leads to traffic and the less traffic, the less conversions. There are a number of factors that search engines take into account such as loading time, content, keywords, etc. pop ups, exit intent in particular, increase the loading time, which negatively affects the ranking of the website.
Mobile Pop Ups
The darling of marketers (oh well, basically everyone) Google has recently announced about an algorithm change. Starting from January 10, 2017 mobile pages with interstitials, in human language pop ups, may rank lower. Google says this is for the sake of improving user experience. They actually do have a point because pop ups can be annoying especially on a phone screen. A bunch of SEO specialists identified may as the keyword. Google is not going to strictly rank each and every page low. But then again it’s Google, they don’t shine with their precision. As the saying goes, better be safe than sorry.
Instant Pop Ups
I am not sure if such term exists, it should if it doesn’t but that is not the point. Some ecommerce websites show you a pop up as soon as the page is loaded. Not the best strategy to reduce the bounce rate. You want users to stay as long on your page as possible so that you can convince them to make a purchase. Instead, an instant pop up blocks their screen and doesn’t let them navigate. What’s worse than this? I’ll tell you exactly what – pop ups that you can’t close for a certain amount of time. User experience is extremely, I’ll repeat this, extremely important. One-time purchase is not enough for my-work-here-is-done. The ultimate goal of ecommerce websites and applications is to have returning customers. Distracted prospective clients are no help in this case.
Irrelevant Pop Ups
Webmeup published an article about annoying and irrelevant pop ups and here is what they found out:
- 70% of Americans consider irrelevant pop-up ads irritating
- Annoying ads are the #1 reason why people block a site
- There are 2,000+ threads in the eBay community especially for annoying pop-ups
“Wait a second, first you say pop ups are good then you say they’re annoying.” Hold your horses, there is a difference between pop up ads and let’s say shopify email pop ups. If the content of the pop up matches your website, (sales offer or deals) don’t appear immediately and can be closed then you’re good to go.