Since you definitely don’t want to barrage your visitors with messages when they hit your site, think about setting up several different campaigns targeted toward different user behavior:
The Welcome Campaign
The welcome campaign greets visitors to your site. You can target every visitor with this pop up, triggering it by either time delay or scrolling. This is the most basic list growth tactic and one everyone should employ as a starting point. If you're selling a product, try a discount-based Spin to Win display to drive engagement right away.
Exit Intent Pop Up
While you can use the same campaign for your welcome and your exit intent pop ups, we recommend breaking them into two different campaigns so you can speak more directly to visitor behavior. For example, your headline for the exit intent campaign could read, “Wait, Sign up Before You Go!” while your welcome campaign might say, "Welcome to our store! Sign up today for a great discount on your first purchase.”
Free Shipping Bar
If you offer free shipping or a satisfaction guarantee, consider highlighting it with a bar at the top or bottom of your page that links to more information and does not include a form. This inspires confidence among shoppers and makes them more likely to purchase.
The Exclusive Content Flyout
If you’re not selling a product (or even if you are), you may want to entice people to sign up to download a piece of content that will tell them more about a topic or your organization. One easy application of this is for your blog readers. You can target recommended content or your exclusive offer based on the post a visitor is currently reading.
Mobile Sign Up
Taking a mobile-first approach is essential in conversion success. Targeting your campaigns by device type allows you can create a message that is easy to read and respond to for your mobile visitors.
Use a banner or flyout to ask people to sign up for your list that doesn’t distract from the overall mobile browsing experience. If you’re running a free shipping bar at the top of your page, make sure to do your sign up bar at the bottom (or vice versa).
Pro tip: Having a tab placed at the bottom of your page without a trigger attached to the campaign makes it easy for visitors to sign up without having to show the whole form.
In Section 4, we'll talk about some simple design tips and tricks to make sure your offer is as compelling as possible.