In the past few years, pop-ups seem to have a bad reputation for being annoying and disruptive. Still, some people see it as useful and convenient. The question remains: why do people have opposite attitudes towards pop-ups?
The key is relevance. Appealing information at the right time and to the right audience — pop-ups are very effective.
Many people wonder why pop-ups still exist today. The answer is simple – because it works. According to the research, the top 10% highest-performing pop-ups averaged a 9.28% conversion rate.
Are you concerned about being disruptive by adding a pop-up to your apartment website? You’re not alone. But not to worry! We’ll provide informative and targeted ways to offer pop-up content to your prospective renters without interrupting their website experience while driving conversions to your apartment website.
In this blog, you’ll get to know about:
- What is a website pop-up?
- Types of pop-ups
- 3 ways to use apartment website pop-ups
- Recommendation for building a pop-up
Let’s dig in and see what’s popping!
Why do we use apartment website pop-ups?
A pop-up is defined as a small window that suddenly appears in the foreground of the visual interface. It usually appears after specific triggered actions like clicking on a particular button or staying on a page for a certain amount of time.
As marketers, we know online visitors have very short attention spans. In order to grab visitor’s attention, your content needs to be catchy and engaging, and the pop-up is an efficient way to achieve that.
Savvy marketers have found using pop-ups creatively and effectively drives desired actions.
Pop-ups can retain visitors’ attention by breaking through inattentional blindness. We all experience inattentional blindness: when we are focusing closely on one thing, we often fail to see other things in plain sight. For example, when we are watching movies, 9 out of 10 fail to identify all the bloopers that occurred in the background. When visitors stare at your apartment website for a while, pop-ups might just be a friendly reminder of what your apartment community is offering.
Types of pop-up
Although pop-ups can be designed and applied in many different ways, 6 types of pop-ups are most commonly used. These pop-ups are categorized with or without trigger actions:
- Entry pop-ups – appear as visitors land on your apartment website.
- Click pop-ups – This is the least intrusive pop up because it is triggered by certain actions.
- Scroll pop-ups – appear when a visitor scrolls down to a certain point on the page.
- Timed pop-ups – pop up when visitors spend a certain amount of time on the web page.
- Opt-in bar – reminds visible on top of the page while visitor scrolls through the page.
- Exit pop-ups – appear when a visitor moves the cursor to the top of a page, which indicates that he or she is leaving the site.
3 ways to use your apartment website pop-up
1. Draw the Eyes to What’s Important
Pop-ups are extremely effective when it comes to emphasizing information. Just like fireworks， pop-ups are not meant to scare you but will definitely catch your attention.
Many apartment websites utilized their pop-up features after the unexpected COVID-19. They utilized a pop-up as an announcement platform. First, it catches the attention of prospective renters on how your apartment manages situations. Second, it provides your current resident a fast way to get to the information they need to see.
Entry pop-ups can be applied to this type of emergency announcement situation.
Many apartment communities replaced in-person tours with virtual tours to protect their prospective renter and staff’s safety during the coronavirus. A pop-up was the key tool to make that information easily accessible to everyone who visited the apartment website.
Some apartment websites use pop-ups to display information such as specials, announcements, and community updates without users navigating away from the main page.
Keep your prospective renters informed with your lasted specials with pop-ups. A rental special or discount pop-up might be just what they need to convert if your visitors have a high interest in your apartment community.
Seasonal & Community Events
Pop-ups can be easily updated to keep related and relevant information without having to intrude the actual webpage. Inform your current residents and prospective renters with upcoming community events or seasonal activities.
Provide value—offer something that the visitor wants with smooth UX design and catchy headlines. Use your apartment website pop-ups to elevate your visitor’s user experience and increase the chance of converting. That is to say, implement your apartment website pop-ups appropriately.
2. Collect Useful Renter Information
Not only eCommerce websites but many apartment websites also use the pop-up to collect their visitor’s information.
There is more you can ask than just a name and email address, detailed questions like the number of bedroom preferences, whether the person owns pets or not, etc. After that, collect data to help your team get to know your prospective renter’s better and also provide targeted incentives and personalized experiences.
Here are some examples you can include in your forms:
- First Name
- Last Name
- Phone Number
- Floor Plan Preference
- Do you own pets?
3. Direct Traffic with Shortcuts
Pop-ups can make your prospect’s life easier by providing easy access to popular menu bars like floor plans page, amenities, gallery, and virtual tours. Direct traffic efficiently with navigation pop-ups by providing visitors what they want and showing them what they need.
Triggers of pop-ups vary. Chatbot pop-up can be thoughtful after visitors browse your site for a certain amount of time. A live chat pop-up can answer your prospective renter’s questions, further the conversation, and increase the chance of conversions.
The most common pop-up for the contact form is the opt-in bar. As visitors browse through your apartment website, they might come up with questions along the way. Therefore, providing a fast and easy way of contact with the leasing team is very important. An opt-in bar can be an excellent asset to your apartment website.
Recommendation on your pop-ups
After conducting ways of using pop-ups, we also want to share with you some recommendations.
- Use call to action headlines – Examples: sign up today, Join us now, etc.
- Provide exit opposition – Give visitors a way out of a pop-up to reduce bounce rate and don’t leave visitors the feeling of being trapped.
- Timing is important – Set the right triggers for a pop-up after a specific action is complete.
- Page take over – Pop-up window size is important. Pop-ups that take up the whole screen tend to work best.
- Implement cookies – Don’t show the same pop-up repeatedly toward the same users.
Use pop-ups to enhance your apartment website visitors’ experience. By providing useful and relevant information to keep them on the page, remind them of what your community offers and achieve your ultimate goal — to drive conversions and increase leases.
Hopefully, this gives you a solid understanding of apartment website pop-ups and various ways to use them.
Need more ideas on apartment website pop-ups? REPLI is here to help! Our development team would love to answer any questions on pop-ups and apartment websites. Reach out to us today – REPLI will be your digital marketing partner along the way.
Tong Zhao is a Digital Marketing Specialist specializing in analytics and reputation management.
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