At the start of 2016, Google announced two changes that were coming. One of them was related to pop-ups.
Google promised to improve the mobile browsing experience by tackling popups since they "provide a poorer experience to users than other pages where content is immediately accessible."
Google Mobile Friendly Rules for Popups
Here are some examples of techniques that make content less accessible to a user, as stated in the Google blog:
Showing a popup that covers the main content immediately after the user navigates to a page from the search results or while looking through the page.
Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold. Read more about it on the official Google blog.
By contrast, here are some examples of techniques that, used responsibly, would not be affected by the new signal:
Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.
Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content behind a paywall.
Banners that use a reasonable amount of screen space are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space. Read more about it on the official Google blog.
How to Use Omnisend Popups
Omnisend is always up-to-date and, if possible, one step ahead. We have done everything we can to ensure our clients won't have any problems turning on Omnisend Popups on their websites because they meet all the requirements to be called "non-intrusive."
Below you can find a list of recommendations we advise applying when working with popups for mobile users.
1. Always adjust the mobile popup to be smaller. It shouldn't take up the whole screen, making it impossible for the user to see the rest of your site's content. You can regulate the size of your form by adjusting form width in Theme Settings → Form layout. You can even make two different forms, 1 for mobile and 1 for desktop, and target them differently based on your preferences.
Moreover, adjusting text sizes will also make your popup look smaller. Simply select the text item and choose the smaller size for Font. This will make your form more convenient for mobile users. Customers will likely have the shortest attention spans on mobile devices, so keep mobile popups brief and concise. It's all about carefully selecting your words and making them count.
2. Use proper timing. This means the form should only show up after the user has scrolled down or visited a few pages, which shows your customers are interested in your content. You can adjust these settings under Behaviour → Display. Remember that Google's goal is to ensure the visitor sees the promised content without having to scroll or deal with obstructions like immediate popups. With proper timing, the popup will be displayed after the customer has already viewed the content.
3. Visibility. Make sure you have a separate form for Desktop and Mobile users. Adjust the visibility under Behaviour → Visibility. This will ensure you are mindful of giving a good user experience and meeting Google's interstitial guidelines.
4. Use targeting. Don't overwhelm your customers by showing your popup on all website pages; instead, target form by ULRs for it to appear on separate pages. You can find this setting under Behaviour → Targeting.
You can also decide who can see the form:
If you opt for 'All vsitors,' the form will be displayed to every visitor.
When you choose 'Don't show to existing contacts,' the form will appear exclusively for new visitors and customers who haven't subscribed yet.
If you select 'Show to existing contacts,' the form will be presented to customers we've identified as having previously subscribed to a form.
5. Make your CTA clear and straightforward. Mobile popups are small, so they must have a distinct purpose and an impactful design. The call to action should indicate what you want your customers to do. Use our default mobile templates to find more designs.
6. Wisely choose form fields. Request only the information you need, and make it as simple as possible for your customers to provide it. Don't make your customers fill out too much information. Phones are frequently used for quick communication and actions, so your customers may not have the patience to type in a lot of information. Consider the essential form fields for your marketing strategy and visualize the user's experience.
All you have to do is remember the above things and, as with everything else in business, always think about your customers' experience. This means putting timely targeted forms, using a clear call-to-action button, and limiting the number of text and fields people have to fill out to sign up.