Step 5: Frequency - XSitePro Website Design

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When you arrive at this fifth step in the Pop-up creation process you will see a screen like the one shown below:





The settings on this screen are very important because they determine exactly how many times your Web site’s visitors will see your Pop-up window.


Remember that you need to strike a very fine balance here between the two extremes:



Don’t show the Pop-up enough and you won’t see any significant response.



Show the Pop-up too much and you will annoy visitors (and lose customers).



So, once again you need to put your thinking cap on. Put yourself in the shoes of a visitor on your own Web site. They land on your trigger page, and… POW! Your message is delivered. If we assume that the visitor declines your incredible offer of joining your free mailing list, what do you think their response would be to being presented with the same message a second time?


What about being presented the same Pop-up a third time?


What about being presented the same darned Pop-up fifty times?!




The example above stretches the scenario somewhat (you’d never expect to retain that visitor long enough to see your Pop-up fifty times), but it illustrates the kind of thought process you need to go through in setting your Pop-up frequency.


You need to be especially careful if you are using multiple Pop-ups on your site for different propositions, with different frequencies. If you have three Pop-ups on your site you might have one that appears once a week as soon as they enter the site. Another that appears only once a month when they enter your member's area and a third that they only see once when they exit your site for the first time.



The frequency tab offers you a selection of options from which you can make your choice of Pop-up frequency.


Show Pop-up every time page loads – If selected, this option will cause your Pop-up to be displayed every single time someone lands on the trigger page(s) you set in the previous step. Be extremely careful using this on pages which visitors are likely to pass through on multiple occasions as the likelihood of annoying them is very high.


A suitable use of this Pop-up might be on your thank-you page, informing of a time-sensitive offer running for the current month.





Show Pop-up no more than once per visitor session – If you choose this option the Pop-up will be displayed only once during the visitor’s ‘session’. A session is a unique visit to your site. If the user closes their explorer window, and later loads a new window and revisits your site they will effectively have started a new session, and so will see the Pop-up again when landing on your trigger page(s). Sessions may often be several days apart and so the intrusion caused by your Pop-up is likely to be negligible.





Show Pop-up no more than once a day – Choosing this option ensures that no matter how many visits are made to your site during a 24 hour period, you visitor will only see your Pop-up once in that 24 hours.


If you have a Web site that is likely to see visitors visiting several times each day then this may well be a sensible option to choose since it limits the number of times they’ll be presented with your proposition.





Show Pop-up no more than once a week – If selected, this option will set your Pop-up so that only displays to individual visitors once each week, and no more.


It would probably be a good idea to use this kind of frequency on a more ‘substantial’ proposition, that doesn’t require such a frequent display, or maybe for a proposition requiring less of an ‘impulsive’ response. Some examples are given below:


Attend our Monthly Webinar

Dial into this month’s teleconference

Check out this month’s forum posts…

Have you seen this month’s newsletter?


Notice that we’re using a weekly Pop-up to promote a monthly action in the examples above. It’s a good idea to use weekly Pop-ups for monthly events as they will of course be displayed four times in the run up to that event. This would probably not be seen by the visitor as excessive in any way (whereas seeing the same proposition daily might well be seen as excessive).





Show Pop-up no more than once a month – Like the option above, selecting this option will stop your Pop-up showing more than once a month. Again, this should be tied into very substantial propositions that warrant less frequent display.


Whereas the suggestions for the weekly Pop-up focused on monthly events, the monthly Pop-up is probably best-suited to promoting annual events. Again, the simple calculation that over a year, each visitor stands to see your Pop-up twelve times suggests that the visitor wouldn’t find such a frequency excessive.


This monthly frequency might also be a good option if you are using multiple Pop-ups on your Web site and some of them require less time-critical response – setting pop-ins to appear on different pages and with different frequencies can mix up your promotions to positive effect.



Tip: Why not set up a revolving, month-specific ‘one time offer’ Pop-up. Once you’ve done the initial set-up/design for your monthly offer Pop-up, you’d only need to make a minor ‘edit’ each month to tailor your one-time offer promotion to the current month. Then, once a month only, your visitors would see the Pop-up, specific to that month, presenting your ‘one-time offer’. This is a powerful promotional technique in that it uses the ‘scarcity-factor’ to help convert your visitors’ interest. If the visitor closes the window on that month’s offer, they’ll never get the chance to take advantage of it again…





Show Pop-up one time only – This option is a great way of presenting one-time-offers to your visitors. As mentioned above, the ‘scarcity factor’ can add considerable appeal to an offer. If visitors understand that in rejecting this ‘one time offer’ they will never have the opportunity to take it up again, they will be more likely to actually read the message. This has been proven over recent years by the increased use of the one-time-offer (OTO) device on Internet marketing sites.


You can tie the one-time offer neatly into the success/thank-you page that your visitors see on completing a purchase (for example, after buying a product on your site using the PayPal buy now feature). When they complete a purchase they will have qualified themselves as a genuine customer (prepared to spend money on your site). They are therefore ideal candidates for a well-written one-time offer, up-selling other products or services.


Tip: Up-selling in this way is a well-established, proven way of generating extra revenue on your Web site (just as it is for any business, on or off-line) and it can be used to great effect if appropriate. There are few better examples of up-selling than the phrase we’ve all probably heard in our lifetimes: “you want fries with that?”… You can replicate this process using the Pop-up tool, on your purchase ‘thank-you page’.





Show Pop-up no more than the following number of times – If you choose this option you will be able to specify, using the value setting described below, how many times, in total, the Pop-up should be shown. The underlying frequency for this Pop-up is ‘every session’ – which means that the visitor will see your Pop-up every time they visit your ‘trigger page’ during a unique visit, until the value set below is met.


Pop-up frequency value – This setting is only activated if the preceding option, above, is selected. In conjunction with the option above, this value setting will determine how many times the Pop-up will be displayed, in total, with an underlying display frequency of ‘once per session’.





As well as the frequency settings above, you also have the option (for pop-ins only) of setting the delay, in seconds, before which your Pop-up appears, and whether you would like to ‘slide’ into the page.


Note: These can only be specified for the pop-in style of Pop-up due to the fact that the pop-in is not a standard explorer window – it has special properties which allow these additional features.



Delay before appearing (for pop-ins only) – If selected, your pop-in will not appear immediately. Instead, the preset time (in seconds) will elapse before the Pop-up is displayed. This time delay commences as soon as your trigger page loads.


When used effectively this feature can be a very powerful marketing tool.


Imagine you've been reading through a Web page for a few minutes and you can't decide whether to make a purchase or not and then up pops a message that reads "You are having trouble deciding aren't you? Here's something that might help you to decide". A link on the Pop-up might then take them to either a special offer page or a page that restates the major benefits of the offer in a slightly different way.


Another great use for delayed Pop-ups is to only appear for people who are interested. If somebody lands on a page and leaves in 5 seconds, they are not interested and unlikely to appreciate your Pop-up, but if they have been on the page for 30 seconds the chances are that they are interested to some extent and so your Pop-up is more likely to be appreciated, assuming it is relevant of course.


To set this value, simply click the piece_popups_arrows controls to increase/decrease the time delay (in seconds) before which your pop-in will appear.



‘Slide’ the Pop-up onto the screen (for pop-ins only) – If you check this check-box, your pop-in will actually appear to ‘slide’ into the page (as opposed to simply appearing instantly). The reason this can sometimes be very effective is that the movement of the pop-in, as it enters the page, draws the visitor’s eye to your proposition. The human eye is naturally drawn to movement, and this setting leverages that fact to good effect.



Tip: One of the neat things about using certain Pop-up frequencies is that we can draw subtle conclusions about the visitor who sees this Pop-up more than once. A monthly Pop-up, for example, seen twice implies that the visitor is more likely to be an established user of your site. They have demonstrated a willingness to return to your Web site after a reasonable period of time. You can leverage this kind of knowledge in your propositions (i.e. you can perhaps afford to ask for a little more (surveys, etc.) from longer-standing customers who have greater affinity to your site).



Once you have specified your Pop-up frequency you can proceed to the next step in the Pop-up wizard. Click the button_application_next to move on to Step 6.

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