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In January 2017, Google changed its policy regarding website popups to improve the mobile browsing experience. Results in mobile Google search haven’t changed dramatically. Yet. But this could affect even the best of signup forms for subscriber conversion.
But you should not wait to make changes—otherwise, your hard work climbing up to Google’s first page will turn to ashes. Here are some actions you can take right away to avoid this.
Make Your Popups Google Mobile Friendly
At Omnisend, we have already taken all the necessary actions to provide our clients with solutions that comply with the new requirements.
Popups that have been launched recently have a new option: they can become Google mobile friendly by you simply checking a box.
You can find this and other new options under the Content&Design tab of the popups setup.
In this case, instead of covering the entire page and being interstitial between the visitor and website content, your popups—including wheels of fortune—become small widgets at the bottom of the fold and can be clicked whenever the visitor likes.
Being small, they comply with Google’s new interstitial policy. See the example below.
This new feature has several benefits:
● You do not have to revamp your onsite signup forms strategy. You can keep all the forms, including popups with deals that you have created for visitors who have just landed on your site.
● You will not miss the opportunity to get new subscribers from among the visitors who come to your store via Google mobile search.
Alternatives to Google Mobile Friendly Popups
Currently, this solution for Google mobile friendly popups is available only from Omnisend, as far as we know. If you use other tools for your list building, you have some alternatives for escaping mobile-ranking loss.
1. You can leave all the signup forms, including popups, as they are for desktop users only and not show popups at all for mobile traffic.
This option has been implemented by a wide range of signup form providers and ESPs. You should find out if yours has it.
However, is it enough to capture only desktop visitors? You should answer this question after researching the percentage of traffic that comes to your store via Google mobile search.
Top sites received about 56% of all traffic via mobile devices in the beginning of 2016. How about your business?
2. Your second option is to remove all popups and interactive wheels of fortune from your website. Instead, you might use signup forms in the footer of the page, page-scroll forms, small signup bars, and so on.
Just make sure your website’s user experience achieves Google’s goal: to assure that visitors see the content they were promised in the search results immediately after landing on your page—that means no interstitials covering the content and no scrolling down the page.
These actions will keep your store from damaging your mobile search rankings. However, you may also experience a decrease in new subscribers. Offering small incentives, like free shipping, can compensate for the loss by encouraging your visitors to leave their email addresses.
Now it’s your turn. Have you already tried any of the tactics above or the new Omnisend signup forms? Have you noticed any changes in your mobile search results? Share your insights with us!