CAN I GET OFF THIS ROLLERCOASTER NOW, PLEASE?
*Strategies for working net-smarter*
WORKING with Popups...
"Pop-up's here, Pop-up's there, Pop-up's everwhere"
"To Pop-up or not to Pop-up? That is the question."
Pop-up's CAN be a very powerful marketing tool OR a very
serious turn-off. It all depends how they're used.
People come to your web site looking for information.
REMEMBER this when you utilize any pop-up strategy.
The Rules Of Reciprocity
Every culture has unwritten rules for what is called
reciprocal behaviour. These "rules" are unstated, and are
regarded as "polite" behaviour. Those who knowingly, or
unknowingly break these "rules" are regarded as RUDE.
What this simply means is that "I do "X" for you... and then
you do "X" for me." Now, how on earth does behavorial
science relate to Pop-ups, and their use on your web site?
POP-up Rule #1:
First you GIVE something of value... then you GET something
of value. Exchange a valuable download for an email address.
POP-up Rule #2:
Use Pop-up's to add value to the viewers experience of your
site. Think of pop-up's as a digital - "Ahem. Would this
help you in your quest for information?" - reference.
POP-up Rule #3:
POP-up Rule #4:
ONLY offer a download that is in context with the theme and
content of your site.
POP-up Rule #5:
NEVER use multiple Pop-up/ Pop-under's... and have them work
ONCE only. If you don't do this then your customer thinks
"What part of NO is it that you don't understand?" They get
angry and leave, because you've blatantly broken the
cultural rules of reciprocal beahviour.
POP-up Rule #6:
Ensure that your Pop-up is EASY to close.
POP-up Rule #7:
Use Pop-up's OR Pop-under's. Do NOT use both. It confuses
POP-up Rule #8:
Use On-Entry Pop-up's to promote your site. Use On-Exit
Pop-up's for exit-exchanges.
POP-up Rule #9:
SURPRISE people with your generosity by giving them an
additional, valuable, in-context backend download (as a
Thank you) for the first download. Within the rules of
reciprocal behaviour they will now "owe" you... even if the
"payment" is just to have a good feeling about your site.
POP-up Rule #10:
Treat your visitor with RESPECT, and they will reciprocate
Now, there are many options when it comes to Pop-up
creation systems. Most of these options involve adding a
script to your site.
However, if you're not a non-techie (like me) and yet you'd
still like to have complete control over how your pop-up
will look and operate (within the rules of reciprocal
behaviour) then ...
... the best 15 minute-jump start-install pop-up
generator I've found is Steve Shaw's Pop-up Master.
You can get it here... Popupmaster
Note: There's a 20% discount for The e*Analyst subscribers
only. See the details in "The Special Deal" section of this