Content Marketing Blog

Why your pop-up website survey could be doing more harm than good

Adding a pop-up survey to your website is one of those decisions where you need to weigh up the value of the information you can capture from visitors who take part against the number you lose entirely because they didn’t appreciate the interruption.

But it seems the risk of turning people off with surveys and pop-up ads is increasing.

A recent survey revealed that an overwhelming majority of internet users object to being asked to fill in a questionnaire or sign up for a newsletter when they’re trying to browse a website.

Some 90 per cent of people canvassed in the study, which was sponsored by a US-based cloud computing company called IgniteFeedback, said they “hate” pop-up surveys and ads. That was up from from 83 per cent when the study was first conducted back in 2014.

Ben Werner, founder and CEO of IgniteFeedback, warned that despite the growing displeasure among users, marketers didn’t seem to be getting the message with these intrusive tactics becoming more and more common.

“We believe the future lies in polite, highly relevant, short and visually attractive styles of customer interaction,” he said. “Consumer attention spans are shorter than ever before, so it is critical for brands to maximise returns on their most precious resource – their customers’ time and attention.”

A full copy of the FeedbackIgnite report: 2016 Consumer Research Study on Pop-up Sentiment is available here.

But while pop-ups are clearly upsetting users there will be some marketers who prefer to take the risk of upsetting the many to capture the few.

If you need to show your boss or your client some quick returns, then newsletter sign-ups or completed surveys might be more compelling than lower bounce rates or longer dwell times.

There is a similar debate to be had around gating assets on your website. If you have a fantastic new e-book that can offer amazing value to your audience do you get it front of as many people as possible or use it as bait to acquire new website leads?

The decision of course needs to be made on a case by case basis. It will depend on the type of business, the purpose of the website and the expectations of the people footing the bill.

6 Questions To Ask If Your Content Isn’t Converting [DOWNLOAD]

Often the best solution is to provide quality content for free and in exchange for something. Perhaps you decide that your new e-book has taken so much time, money and resource to put together that it needs to start generating leads right now not just helping to nurture potential leads for the future.

In that case, you might require some information to download the e-book but you could also blog about the content. That way your audience still gets something for free and the blogs you write can help promote more e-book downloads.

For help understanding how gated assets can drive leads for your business book a demo today and see some real life examples.

Downloadable Content That Drives Leads: See Examples

Adam Barber
Adam Barber About the author

Adam is one of Castleford's founders and remains actively involved in the day-to-day running of the business. He started out as a writer and still contributes regularly to our blog, covering SEO, CRO, social media and digital strategy.

Read more of Adam's articles