Best Practices for Website Popups

6 February, 2023
Maybelle Casiple
5min read


  • What are Website Popups?
  • Five Ways to Use Website Popups
  • Types of Popups You Can Use
  • Website Popups Best Practices to Follow
  • Conclusion

Website popups have become a common feature of the online landscape, with companies using them to collect leads, promote products, and increase conversions. However, great power comes with great responsibility. A pop up that could be better timed, relevant, and challenging to close can quickly turn users away and harm the website’s reputation. To get the most out of website popups, adhere to best practices that prioritise the user experience and ensure pop ups are effective. 

What are Website Popups?

A website popup is a graphical user interface (GUI) element that appears on top of a web page and obscures the content beneath it. A website popup’s purpose is to display additional content to the user, such as advertisements, offers, or forms. Popups can be triggered by various events, such as clicking on a link, hovering over a button, or staying on a page for a predetermined time. They can also appear as mobile popups to get visitors’ attention.

Website popups can be highly effective for businesses because they capture user attention while promoting products or services. A popup can, for example, be used to offer a discount code, collect email addresses for a newsletter, or promote a new product. When used correctly, popups can boost conversions and drive business results.

However, if not designed and appropriately implemented, popups can be intrusive and annoying to users. Popups that could be better timed, relevant, and challenging to close can quickly turn users away and harm the website’s reputation. That is why best practices must be followed when designing and implementing website popups to ensure they are practical and relevant to the user experience.

Five Ways to Use Website Popups

  • Click Popups

  • Timed Popups

  • Scroll Popups

  • Entry Popups

  • Exit Intent Popups

Types of Popups You Can Use

  • Lightbox Popups

  • Floating Bar Popups

  • Yes/No Popups

  • Yes/Yes Popups

  • Gamified Popups

  • Fullscreen Popups

  • Informational Popups

  • Lead Magnet Popups

  • Coupon/Promotion Popups

  • Cart Abandonment Popups

  • Webinar Registration Entry Popup

  • Ebook Download Click Popup

  • Free Demo Exit Popup

  • Blog Subscription Scroll Popup

  • Industry Report Timed Popup

Website Popups Best Practices to Follow

Popups on websites have become commonplace in digital marketing. They are high converting popups, can capture leads and promote products and services. On the other hand, popups can be a source of frustration for users and result in a negative user experience if not used correctly. It is critical to follow some popup best practice when planning to create website popups.

The importance of timing

Popup timings are critical to its effectiveness. If an email popup appears too soon, the user may need more time to engage with the content on the page, resulting in an annoying interruption. If the popup appears too late, the web and mobile users may have lost interest and moved on to another page. Displaying the popup after the site visitors have been on the page for a few seconds or after taking a specific action, such as scrolling to the bottom of the page, is a good practice. Exit intent popup should also be perfectly timed just like other types of popup.

Be pertinent

The popup campaign should be relevant to the page’s content. A popup offering a discount on a related product will be far more effective than a generic offer for a different product if website visitors read an article about a specific topic. This also applies to the popup design. Colours, images, and messaging should all be consistent with the website’s overall aesthetic and tone. Create popups that are relevant to your website’s content and design. It will look more consistent and fitting.


Provide Value

Popups should provide the user with value, such as a discount, free trial, or access to exclusive content. This encourages users to interact with the popup and provide their information. Popups that request personal information without providing any value are likely to be ignored. Create effective popups using a popup tool and follow popup design best practices to produce a compelling popup.

Make it Simple to Close

One of the most annoying aspects of popups is the difficulty of closing them. Popup content should have a clear and easily accessible close button so that users can dismiss the popup quickly and easily if they are not interested. Your popup’s design should be relevant and the popup matches to your design.  

A/B testing should be used

A/B testing shows two different popup versions to different user groups and compares the results to determine which version is more effective. This is an excellent method for optimising your popup and ensuring it is as effective as possible. Different popup aspects, such as timing, design and offer, can be tested to see what works best for your audience.

Reduce the Frequency

Users may become irritated if they are constantly bombarded with popups when they visit a website. It is critical to limit the frequency of popups to avoid annoying users and ensure they remain effective when displayed. It’s a good idea to show the popup only once per session or limit the number of times a user sees it in a given time.

Optimisation for Mobile Devices

With increasing numbers of users accessing websites via mobile devices, it’s critical to ensure mobile-friendly popups. Mobile popups should be designed to display correctly on smaller screen space, and the close button on mobile devices should be easily accessible. When determining the timing and frequency of a mobile popup, it’s also important to consider the mobile user experience. Mobile visitors should still be able to access

Make it available

All users, including those with disabilities, should be able to see popups. This includes ensuring that the popup can be closed with a keyboard and that screen reader users can access it. Popups that are inaccessible can harm the user experience and may also violate accessibility laws.

Consider the User Experience

When implementing popups, the user’s journey on the website should be considered. A popup, for example, may interrupt a user’s flow and cause them to abandon their purchase if they are in the middle of it. Popups should be strategically placed so that they do not disrupt the user’s experience on the website.

Utilise Analytics

Website analytics can provide helpful information about the effectiveness of popups and how they affect the user experience. Analytics can track the number of users who interact with the popup and the conversion and bounce rates. This data can be used to make data-driven decisions about popup optimisation, such as timing, design, and offer.


Pop ups on websites can be an effective tool for increasing conversions and promoting products or services. However, best practices must be followed to ensure that popups are effective and do not negatively impact the user experience. This includes taking into account popups’ timing, relevance, value, accessibility, and frequency and using analytics to make data-driven decisions. Website popups can be highly effective for driving business results if best practices are followed.

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