How to Create Mobile Popups That Convert Without Hurting SEO
Are you looking to boost conversions and sales from your mobile website traffic? Mobile popups can be incredibly effective for growing your email list, promoting special offers, recovering abandoned carts, and more.
However, using mobile popups the wrong way can actually hurt your search engine rankings. Google and other search engines want to provide the best user experience, and intrusive interstitial popups, especially on mobile, are often seen as disruptive.
So how can you harness the power of mobile popups without running afoul of SEO best practices? In this guide, we‘ll share actionable tips and best practices for creating mobile popups that drive real results for your business while maintaining search-friendly design and implementation.
Let‘s dive in!
The Power of Mobile Popups for Conversions
Before we get into the how-to, let‘s first look at why mobile popups are so valuable as a conversion optimization tool.
Mobile internet usage has been growing steadily year over year. According to Statista, mobile devices (excluding tablets) accounted for 58.99% of global website traffic in the second quarter of 2022. For many businesses, mobile visitors make up an even greater share of their total traffic.
This presents a huge opportunity to engage mobile visitors and persuade them to take action. Popups are impossible to miss, making them one of the most effective ways to command attention and drive conversions.
When done well, mobile popups have been shown to significantly increase key metrics like email signups, sales, and more. For example:
- Wholesale Suite saw a 30-40% increase in email signups by implementing popups on their WooCommerce store
- Shockbyte, a game server hosting provider, increased sales by 18% with an exit-intent popup offering a discount code
- Fastrack recovered 53% of abandoned carts by using mobile popups combined with follow-up emails
The key is to create popups that enhance the user experience instead of detracting from it. When you deliver genuine value and make it easy for visitors to engage, you‘ll see your conversion rates soar.
But what about SEO? Can using mobile popups negatively impact your search rankings? Let‘s take a look at what Google has to say.
The SEO Risks of Mobile Popups
In 2017, Google began devaluing pages that show intrusive interstitials (i.e. popups) to mobile visitors. According to Google, pages with intrusive interstitials deliver a poorer user experience than other pages.
Specifically, Google looks for the following types of interstitials that can be problematic on mobile:
- Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
- Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
- Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
It‘s important to note that not all popups will have a negative impact on SEO. Google makes exceptions for interstitials that are used responsibly and don‘t disrupt the user experience, such as:
- Login dialogs for content that is not publicly indexable, such as private content or content behind a paywall
- Banners that use a reasonable amount of screen space and are easily dismissible, such as app install banners or cookie usage notifications
- Legally required popups such as for age verification or accepting terms of service
So while you shouldn‘t let the fear of SEO penalties stop you from using mobile popups altogether, you do need to follow some best practices to ensure your popups provide a good user experience and comply with Google‘s guidelines.
Let‘s take a look at some tips for creating high-converting mobile popups without hurting your SEO.
Designing Mobile Popups That Convert
Design and content play a huge role in the effectiveness of your mobile popups. Here are some best practices to keep in mind:
Use engaging, benefit-focused copy
Your popup copy needs to immediately grab attention and communicate the value of your offer. Focus on how the visitor will benefit, not just what they‘ll get. For example, instead of "Get updates," a more compelling headline could be "Stay in the loop and never miss a deal."Have a strong, clear call-to-action (CTA)
Make sure your CTA stands out visually and uses action-oriented text. "Sign up now," "Get my coupon," and "Start saving today" are all examples of strong CTAs. Avoid vague phrases like "Click here" or "Submit."Keep your offer and ask simple
Mobile screens have limited real estate, so keep your popups focused and concise. Stick to one offer and make your form fields as minimal as possible, ideally just asking for an email address. You can always collect more information later.Use visual cues to draw the eye
Incorporate compelling images, brand colors, and visual hierarchy to make your key message pop. Just be sure the visuals don‘t overwhelm the text or distract from the CTA.Optimize for mobile interaction and screen sizes
Ensure your popup layout adapts well to different mobile screen sizes and orientations. Use large, thumb-friendly buttons and form fields, and provide ample space between clickable elements. Disable popups on screens where the content would be too small to read comfortably.
By following these design principles, you‘ll create mobile popups that not only look great but also spur visitors to action. Of course, having a well-designed popup is just one part of the equation. You also need to consider when and to whom you show your popups for maximum impact and minimal annoyance.
Triggering Your Popups at the Right Time
Timing and targeting are crucial for ensuring your mobile popups feel helpful rather than disruptive. The last thing you want is for popups to drive visitors away in frustration. Here are some smart ways to control when, where, and to whom your popups appear:
Delay initial popup timing: Give visitors a chance to view your content before showing a popup. For example, you might wait until they‘ve scrolled 30% of the page or spent at least 15 seconds on the site.
Use exit intent: Track user behavior signals that indicate they‘re about to leave the site and use that as a trigger for your popup. Exit intent popups are less intrusive since the visitor is already on their way out.
Limit popup frequency: Set a frequency cap so repeat visitors don‘t see the same popup over and over. Show the popup on their initial visit, then don‘t show it again for at least 30 days.
Target based on traffic source: Show tailored offers based on where the visitor came from. For example, you might have one popup for search traffic, another for social media traffic, and another for paid ad traffic.
Customize based on on-site behavior: Use behavioral triggers like the number of pages viewed, time on site, specific URLs visited, and more to show relevant popups. For instance, if someone visits your pricing page, they may be interested in a free trial offer.
Exclude mobile landing pages: Google recommends avoiding interstitials on pages where the visitor is coming from a search ad or search results page. Consider suppressing popups on common entry pages for organic and paid search traffic.
The key is to find the right balance of maximizing conversions while minimizing disruption. You may need to experiment with different timing and targeting options to find what works best for your audience.
Technical Considerations for SEO-Friendly Mobile Popups
In addition to design and targeting best practices, there are also technical considerations to ensure your mobile popups are implemented in an SEO-friendly way.
First, be sure to use a reputable popup tool or WordPress plugin that follows Google‘s guidelines for interstitials. Some popular options that offer mobile-specific settings include:
- OptinMonster
- WP Popups
- Sleeknote
- Wisepops
Most of these tools have settings to ensure your popups aren‘t intrusive on mobile, such as:
- Disabling popups on mobile entirely
- Limiting popup sizing to a certain percentage of the screen
- Ensuring popups are easy to close
- Loading popups asynchronously so they don‘t affect page speed
Speaking of page speed, it‘s important to make sure your popup scripts don‘t slow down your site, especially on mobile. Google has made it clear that page experience is an important ranking factor.
Optimize your popup images for fast loading, minify your code, and use lazy loading or conditional loading where appropriate. Regularly test your mobile site speed using tools like Google‘s PageSpeed Insights to identify areas for improvement.
By using the right tools and adhering to technical best practices, you can feel confident your popups aren‘t holding back your mobile SEO efforts.
Measuring and Optimizing Your Mobile Popups
As with any marketing initiative, tracking performance is key to making improvements and getting the best possible results from your mobile popups. Here are some important metrics to keep an eye on:
Popup views: How many people are actually seeing your popup? A low view count could indicate poor timing or targeting.
Conversions: How many popup views are leading to the desired action, such as joining your email list or making a purchase? A low conversion rate suggests your offer or design needs work.
Bounce/exit rates: Are a high percentage of visitors leaving your site immediately after being shown a popup? That could mean your popups are too disruptive or irrelevant.
A/B test results: Regularly test different popup variations, such as the headline, CTA, images, timing, and more. Let the data guide your optimization efforts.
Be sure to review your popup metrics on a regular basis and make adjustments as needed. Continuous testing and improvement is the key to honing in on what resonates best with your mobile visitors.
Mobile Popup Inspiration
Need some real-life examples of great mobile popups in action? Here are a few to check out:
Casper: The mattress brand uses a simple email popup with a 10% discount offer and a 2-step form that minimizes friction.
Chubbies: This men‘s clothing brand has a fun, on-brand popup design with a 15% off incentive and clear "unlock" CTA.
Fabletics: The activewear retailer combines a 20% discount with the promise of exclusive offers to incentivize email signups.
Conclusion
Mobile popups are a powerful tool for boosting conversions, but it‘s important to use them responsibly to avoid SEO penalties and provide a good user experience.
By following the design, targeting, and technical best practices outlined in this guide, you can create mobile popups that engage and convert visitors without hurting your search rankings.
The key is to always prioritize user experience and deliver genuine value with your popups. Experiment with different offers, designs, and triggering options to find what works best for your audience.
When executed well, mobile popups can have a huge impact on your email list growth, sales, and more. So don‘t be afraid to start optimizing your mobile conversion strategy with popups today!
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