6 pop-up ad targeting techniques to skyrocket your results (Part 2)

In part one of this pop-up ad targeting series, we explored six types of high-converting pop-ups and why they are effective.

Now, it’s time to take it a step further.

This time, I’ll show you actionable strategies you can use for each of these pop-ups to boost engagement, conversions and sales. 

Time-based targeting

Here are a few ways to use time-based pop-up targeting to connect with your audience:

1. Personalize based on page type

I suggest adjusting your timing based on the purpose of the page. For example:

• On checkout pages, you’ll want to quickly offer a discount or free shipping since these people are primed to buy, and you want them to see the offer before they take action.
• On landing pages, wait a bit longer to avoid disrupting their interaction with your content.

2. Experiment with frequency capping

You should avoid bombarding visitors with the same pop-up on every visit. Implement frequency caps to limit how often the pop-up appears for returning users. This reduces friction, makes your pop-up more meaningful and can even spark fear of missing out.

3. Scroll-based pop-ups

Here are some things to keep in mind when using scroll-based pop-ups:

• Adjust scroll depth by content type
  Always tailor the scroll trigger to the length and intent of the content, as this is a surefire way to boost conversions.
  For long-form articles, set the pop-up to appear at 60% to 70% scroll depth so people can read most of the content. Meanwhile, with shorter landing pages, trigger pop-ups at 20% to 25% scroll depth to capture attention earlier.
• Use pop-ups to highlight related content
  You can keep users on your site longer by using scroll-based pop-ups to suggest related content. For example, at the bottom of a blog post, recommend another article or a downloadable resource related to the topic they’re exploring.
  A/B test scroll depth

It’s also smart to A/B test scroll percentages to identify the most effective point for triggering engagement. Over time, you’ll discover the sweet spot where users are most likely to act, which will improve future campaigns.

Exit-intent pop-ups

Exit-intent pop-ups are your last chance to capture user attention before they leave your site, which is important when you consider the average cart abandonment rate is about 70%.

1. Match offers to user intent

Tailor your exit-intent pop-up based on the page the user is leaving. So, if someone is getting ready to leave on a product page, you might want to offer a discount.

Meanwhile, visitors who are getting ready to leave your blog are more likely to take action if you ask them to join your email list.

2. Experiment with headlines

The right headline can make or break your pop-up. Use attention-grabbing language for these so people see them and feel compelled to stay.

For example:

• “Wait! Don’t Miss Out on 10% Off Your Order!”
• “Still Interested? Complete Your Purchase Today for Free Shipping!”
• “Let’s stay in touch!”

Geolocation targeting

Geolocation targeting is a great targeting strategy. Here’s how to get the most out of it:

1. Use local language and currency

For international audiences, display pop-ups in users’ native language and currency. This small gesture makes visitors feel valued and comfortable, which means they’re more likely to stick around.

2. Set geolocation triggers strategically

Don’t overuse geolocation targeting — focus on regions where your campaign can make the most impact. For instance, you might target specific cities with high demand or areas where you’re running a promotion.

3. Celebrate regional holidays

Also, consider creating exclusive campaigns for your customers based on where they are in the world. For example, if you’re planning something special for International Women’s Day, you can promote your activities through targeted pop-ups. You’ll want to make sure you’re culturally sensitive and celebrating in a kind and respectful way.

Behavior-based pop-ups

These pop-ups are particularly useful for online businesses looking to scale. They allow entrepreneurs to personalize their offers based on user actions, driving higher engagement and conversions.

1. Match pop-up triggers to user actions

Leverage user behavior to deliver timely pop-ups:

• If a user adds an item to their cart but doesn’t check out, display a reminder pop-up with a discount or free shipping offer.
• For users browsing specific categories, highlight a related product or a bundle deal to nudge them toward a purchase.

2. Use page view history

Reward frequent visitors with loyalty offers or exclusive discounts. For example, if someone looks at your pricing page multiple times, trigger a pop-up that offers a free consultation or demo.

3. Focus on subtle personalization

Personalized suggestions — such as “We noticed you liked this product — check out these related items!” — can feel helpful and get people to take the next step. Plus, it’s estimated that personalized calls-to-action see 42% more conversions compared to generic ones!

Mobile vs. desktop targeting

Mobile and desktop users interact with pop-ups differently, so it’s essential to tailor your designs to each platform.

1. Test for responsiveness

Always make sure your pop-ups and site adjust to screen sizes. Test your designs to avoid accidental clicks on mobile devices, which can frustrate users and reduce engagement.

2. Use simple CTAs for mobile users

On mobile, you need to keep it short and sweet. Stick to concise CTA buttons, so people know exactly what you want them to do and can easily take the next step.

Conclusion

It’s clear that pop-ups will continue to be relevant for years to come. If you want to provide value to your visitors instead of annoying them, these are the best pop-up targeting techniques. 

Find ways to strategically add them to key parts of your site and track your progress over time. Before you know it, you’ll see a surge of new sales and leads come from your targeted pop-ups. 

Opinions expressed by SmartBrief contributors are their own.

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