One of the tools we use for our clients’ websites and landing pages is a “floater.” It looks and feels like a pop-up, but it isn’t.

The primary purpose of a floater is to build your email list. And it makes for a 50% or more increase in the amount of emails you obtain!

Here are 7 rules for success with floaters:

Rule #1: Display it 15 seconds after the user is on the website. In a test between timers that were 15, 30 and 45 seconds long, the 15-second timer increased newsletter opt-ins by 11%.

Rule #2: Darken the background when the floater appears.

Rule #3: Advertise a free, contextual product, like an e-book. Free offers dramatically help to build your email list.

Rule #4: Design it to be invisible to returning users who are logged in.

Rule #5: Make it easy to close on a mobile device so that it will be mobile-friendly.

Rule #6: After the reader has seen the floater a number of times and has not responded, leave them alone! No one likes to be bothered excessively.

Rule #7: Make sure your floaters are operating across your entire website. Research shows that most people enter a website through pages other than your homepage.

If you would like to discuss how I can help you increase your website response with floaters, give me a call at (310) 212-5727 or email Caleb at