Popups, popovers, slide-ins, lightboxes, and other web modals are powerful because they demand attention. However, when they demand too much attention too loudly or especially too often, they can be incredibly annoying. That can lead to an increase in site abandonment, and even keep consumers from returning if they anticipate being harassed by modals every time they visit, says Oracle Maxymiser’s Chris De Marinis, Head of Website Optimization & Personalization Services at Oracle Marketing Consulting.
At Oracle, we optimize a lot of modals for a range of purposes—from promotional email signups to delivering discounts to promoting events. Always start by asking yourself: What goal am I trying to accomplish with my modal?
Once you have that question answered, determine how to best use the six aspects of web modals to accomplish your goal. These are the aspects that we focus our tests on:
- The Content of the Modal
- The Audience of the Modal
- What Triggers the Modal
- The Kind and Size of the Modal
- Dismissal Method
- The Trigger Frequency
For an exploration of each of those components…
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