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How to Use Targeted Popups to Boost Your Call To Action

There is no shortage of best practices for creating a great Call To Action (CTA) to entice your visitors to spend. Regardless of your efforts though, many users will balk at the last step, not quite ready to click through to take advantage of your offer – no matter how tempting.

One great way of getting them over the hump is by using limited-time offers and special “events”. These help to create a “now-or-never” feeling that can be an all-important factor in persuading them to convert. By leveraging this Fear Of Missing Out (FOMO), you can create effective popup campaigns.

In this post, we’ll look at the benefits of creating urgent, date-specific events. We’ll also show you how the Scheduling and Advanced Targeting Conditions extensions for Popup Maker can be used to target niche audiences for a limited-time campaign. Let’s get started!

Why a Limited-Time Offer Can Increase Your Conversion Rate

You might be familiar with the concept of the Fear Of Missing Out (FOMO). It’s a psychological phenomenon describing a feeling of apprehension when faced with the possibility of missing a potentially rewarding experience.

In marketing terms, it’s often used to encourage customers by presenting deals and offers that play on this fear. The most prevalent version of this is the limited-time offer. By presenting an offer as exclusive or terminable, users are more likely to convert to avoid missing out.

By presenting an offer as exclusive or terminable, users are more likely to convert. Click To Tweet

One classic example of this is the Disney Vault. This is a practice whereby the home releases of Disney’s films are only available to buy during a limited time. As it can sometimes be years until the film is sold again, people are encouraged to get it immediately, before it’s too late.

FOMO can be used in many ways, such as by using marketing language that plays on the fear of being left behind. It could also be used by highlighting a product’s stock levels to entice customers to make a purchase. If used effectively, this can help you boost your Call To Action (CTA) and increase your conversions.

Why (And How) You Should Target Niche Audiences

The best way to use FOMO is by targeting your message towards the most receptive audience. This will let you address a specific segment of your audience with an offer crafted, especially for them. The main benefit of using targeted popups is that users are more likely to convert, given the personalized message.

In turn, this makes it easier to create a strong CTA because you can hone in on a niche audience’s needs and wants. You can also aim your message to different groups, depending on the criteria. For example, you could offer new visitors an exclusive deal to wish them welcome, or target users who accessed your site from a specific referrer.

If you use targeted popups with a strong CTA referencing a particular FOMO, you have a great recipe for growing your conversions. Fortunately, this is all possible by using Popup Maker, which enables you to not only create time-limited popups, but also specify who you want to see them.

How to Use Targeted Popups to Boost Your Call To Action (Using Popup Maker)

Screenshot of the Popup Maker home page.

Popup Maker is a powerful plugin that enables you to create and manage popups on a WordPress site. We’re now going to show you how you can use this plugin to create targeted popups to play on the user’s FOMO. To do this, we’ll be using some of the extensions providing additional functionality to the plugin.

First of all, you’ll need to download and install Popup Maker. We also recommend you take a moment to familiarize yourself with the plugin, and try to create a popup yourself to get a feel for the process. When you’re ready, let’s look at how you can create popups that are only available within specified dates.

This can be done using the Scheduling extension. In short, this enables you to create popup campaigns that run for a specific timeframe – such as during office hours, for example.

Naturally, this is great for limited-time offers. For example, you could create a popup containing a coupon code valid for 72 hours only. To do this, when creating or editing a popup, scroll down to the Scheduling section:

The Scheduling section for a popup.

Click Add New Schedule, at which point a popup will appear:

Adding a new schedule in Popup Maker.

This enables you to choose how the popup will be scheduled, whether it’s by start date, end date, or by specifying a date range. When you select either option, you’ll be able to specify the dates (or range) you want to use:

Configuring a popup schedule.

For our example, we want to set a range encompassing three days, so select Date Range. You can then click the calendar icon and pick the date(s) you want:

Specifying the dates for a popup.

When you’re done, click Add to apply the schedule to the popup:

A schedule added to a popup.

This is good for a timed campaign, but as we mentioned earlier, this works best when targeting your message to specific users. To do this, you’ll be using the Advanced Targeting Conditions extension.

As the name suggests, this extension enables you to apply specific targeting conditions to your popups. This will only display the popup if the specified condition is fulfilled. This could be based on a number of different criteria, such as which page you want the popup to appear on, if the visitor is logged in or not, if they have commented on your site, which browser or device they’re using, or how they accessed your site.

For example, in this case, we want to aim our 72-hour offer at users coming from a Facebook link. To do this, open the Targeting panel in the Popup Settings when editing a popup:

Creating targeted popups in Popup Maker.

Here, use the drop-down menu to select the condition you want to use. In this case, we want the referrer to be a Facebook page, so you could specify Referrer URL Contains, followed by the page’s URL:

A target conditions added to a popup.

You’ll notice you can also specify Or and And conditions as well. This enables you to create even more elaborate conditions by combining criteria.

When you’ve done this, your popup will be targeted towards your Facebook users, and expire after 72 hours. Of course, this is only one example of how you can use this. We’re sure you have many other ideas of how this can be used to create effective campaigns that can strengthen your CTA and increase your conversions!


People are cautious, especially when it comes to taking the final step and opening their wallet. Even when faced with a great offer, they can second-guess themselves and hold off. The best way to combat this is by making these offers not just time-limited, but by targeting them specifically to a user’s particular wants and needs.

Popup Maker enables you to do this with the Scheduling and Advanced Targeting Conditions extensions. With these tools, you can use the Fear Of Missing Out (FOMO) to create compelling Calls To Action (CTA).

Do you have any questions about creating time-specific or targeted campaigns in Popup Maker? Let us know in the comments section below!

Image credit: Pixabay.

John is a blogging addict, WordPress fanatic, and a staff writer for WordCandy.co.

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