Pop-up - what is it? Key types and functions
Tips
14 July 2025
The pop-up is a tool eagerly used by marketers because of its effectiveness. It's worth using, but to ensure it doesn't turn against you, you need to know how to do it.
Pop-up - what is it and what function does it perform?
A pop-up is one of the features of websites that consists in popping up (hence the name, pop-up means to pop up) a new window with specific content when the browser is launched. Most often these are offers in various forms (adverts, newsletters), age verification or privacy-related information (cookie policy, etc.). They most often appear when a website is accessed from the browser. They resemble an overlay on a web page and the pop-up ad has to be closed in order to get to the content of interest from the header.
There are advantages and disadvantages to this solution, but it is nevertheless one of the most effective ways of getting a wide audience for your own content. Many people, once they have entered the website, quickly leave after a pop-up window appears, but despite this, many people decide to sign up for the newsletter and reach an ever-growing audience for their content.
Due to several types of pop-ups, a distinction can be made between those that have an informative effect and so-called call-to-actions that encourage potential customers to take action. 
What types of pop-ups are there?
Pop-ups can be divided into several types, based on the way they appear. Each has a different use and purpose in pop-up marketing. The most popular are:
- exit pop-up - a window appears when you leave a website, usually carrying information on discounts or displaying a newsletter sign-up form;
- welcome mat - its appearance on the screen involves the display of an information window on most of the site, the rest is obscured; usually a pop-up is used to inform about RODO, cookies;
- overlay - a type of pop-up banner that displays in the middle of or above the content; it is used to redirect the user to similar content on the site or encourages them to add to a newsletter;
- Slide-in boxes - these are pop-ups on the page that are displayed on the sides or bottom of the page; they do not obscure the target content of the website, they act informatively, e.g. encourage you to meet a consultant, go to social media, evaluate the quality of the service;
- push notifications - a type of pop-up with short content, which the user must agree to appear on the website; intended to inform about promotions, discounts, new offers
- action pop-up - otherwise known as manual pop-ups, they appear on the website immediately after an action is performed, e.g. clicking on a bookmark, moving to a product tab; used to inform about promotions, coupons, newsletters, additional services.
As you can see, the pop-up is usually for information and security purposes. It is designed to provide data about the user's rights and opportunities, as well as the services and promotions they can take advantage of.
Pop-up - what advantages does it have?
Pop-ups are a very popular solution, and at times they can be irritating, yet they are still used today, which proves their incredible effectiveness. First of all, it is a very clear way of informing everyone who enters the site about discounts, offers, promotions and newsletters. If a customer is interested in the products or services on offer, subscribing to the community will ensure that he or she is regularly informed of new developments.
Another important element is to prolong the customer's stay on the site. He may be inclined, for example, to buy more willingly because of the discount offered than if he did not know about it. Even if they do not take advantage of the offer, they have a chance to familiarise themselves with the product range and may therefore be more likely to return in the future.
A pop-up is also about entering into customer-service interactions - by leaving your details (e.g. on a newsletter list), it is much easier to re-establish contact and also to personalise the offer.
What is a pop-up? It is a great way of getting immediate feedback from users. If the window allows, for example, communication with a consultant, the customer has the opportunity to get quick information on their questions. Users will feel looked after by the impression of constant availability and getting reliable information at source.
Pop-ups also allow the user to personalise the site so that they can navigate it comfortably.
Crucial, however, is what is known as visibility, by which customers are exposed directly to the current offer when they enter the website. This allows the user's attention to be retained, encouraging them to stay on the site or use a particular service.
Moreover, they are more effective than banners because, through their 'pop-up' mechanism, they cannot be ignored. However, there is a fine line between effective pop-up marketing and a mechanism to discourage a site. Moderation and the correct balance of when and how to use a pop-up, as well as what content to include in it, is key. 
What are the disadvantages of pop-ups?
The biggest sin of using a tool like pop-up windows is their intrusive form, combined with an exaggerated number. Nothing is as annoying as pop-ups that have to be closed every now and then. Inappropriate placement of pop-ups and redirects to specific products, for example, will make potential customers feel discouraged and give up on seeing what they can find further down the page.
In addition to the number of pop-ups, it is also important when the user is confronted with them. Pop-ups in the middle of an order or during a search may lead the customer to abandon the service in question as a result of irritation (especially if they have had to deal with closing pop-ups many times before).
At the page design level, pop-ups must be correctly integrated into the browser. If they display at the wrong times or prevent a seamless user experience, the user will not only be spooked but will not stay on the site for a while longer.
The design of the pop-ups themselves is also important - the customer, if he is not interested in the offer displayed, should be able to find the close button of the window easily. When they have to look for it for a longer period of time, their mood and reluctance to stay on the page automatically deteriorates.
Another problem with pop-ups and redirects to specific areas of the site is that they can sometimes act as misinformation. The pop-ups that appear during the user's purchase path should be tailored to the stage the customer is at at the time. If this is not done, once an inadequate message appears, the user may feel misunderstood and ignore the message.
A lot of pop-ups can be seen as spam, thus creating more distrust among customers. For this reason, they should not be used in excess, but only where they will be effective and relevant to the actions being performed on the site. otherwise, even the best CTA will not encourage the user to interact, as they will not even read it.
When should a pop-up pop up so that it does not deter the user?
In order for a pop-up to fulfil its purpose, it must be constructed in such a way that it does not discourage, deter or, above all, effectively encourage action. Much depends on its design and construction, as well as the timing of its appearance on the site. What does it mean for a pop-up to be effective?
Its place on the page and how it presents itself to the user is important. To ensure that the customer does not want to flee at the sight of the pop-up, your pop-up should not exceed 15% of the screen area. This is a requirement imposed by the algorithms - sites running aggressive advertising on customers are penalised and drop lower in the search results.
Another important element, is the page load time. You have to reckon with the fact that pop-ups are annoying to customers, so there should be no other factors that can increase their anger. If pop-ups make you wait longer for the page to load, it is better to simply abandon them.
Once a customer has remained on the site interested in your products, you need to ensure that they complete their purchase path. How do you do this? The best way is not to discourage him, even if only by an excess of pop-ups. Attacking with pop-ups may induce avoidance of the site at the next opportunity.
In order for the user not to feel annoyed by pop-ups, the message they convey must also be of value. There is nothing more annoying than pop-ups, for example when shopping, which convey nothing but appear purely for the sake of art.
How can the effectiveness of pop-ups be measured?
The effectiveness of pop-ups can be seen, for example, by the growing audience of your newsletter, but there are specific indicators that make it easy to determine how much pop-ups are working for you. Among these are:
- conversion rate - refers to the action a user has taken after a pop-up is displayed; the most successful pop-ups have a rate of, for example, 9%;
- Rejection rate - tells you what percentage of users have left your site after visiting just one subpage, without any interaction; the higher the score, the more 'empty', unproductive visits.
It is worth remembering that, in addition to the indicator, it is important to consider the methodology by which the results achieved are analysed and what works and what does not. It is also important how the ratios and overall effectiveness relate to the user's perception of the site as a whole. A balance between the results achieved and what you actually gain is crucial.
It may be that all the posts will increase satisfactorily and customers will sign up to the newsletter, but so what if, as a result of too much interference with the UX part, Google will penalise the site and its reach will definitely decrease.
Designing pop-ups, i.e. what should you pay attention to?
The use of pop-ups should combine two characteristics - to be effective for you and at least bearable for the user. How do you achieve this effect? Here are a few ways:
- when choosing a pop-up programme, opt for one that will not slow down your website;
- the user should get a good experience - place pop-ups where necessary and do not overdo them;
- The pop-up must display well in both browser and smartphone versions - ensure that the pop-up is properly formatted in both cases;
- Personalise the message if possible;
- use CTAs - clear, easy to read, in the form of a short lead.
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