Website creation is based on the foundational doctrine of imbibing maximum engagement which can be reaped from comely UX design. This is the reason why website designers find themselves in an abyss of dilemma when it comes to incorporating popups.
Because of the general negative annotation that is associated with popups. And in the majority of cases, this assumption isn’t unfounded.
Popups can hinder the browsing experience, especially if they aren’t appealing in terms of presentation and content.
However, numbers narrate a different story.
As reported by Optimonk, the average popup conversion rate is 11.09%. Such promising numbers depict how it is possible to create enticing pop-ups while retaining the congenial browsing experience.
The following article indulges in 5 efficacious ways to leverage popups’ functionality to get qualified leads for your business.
But first, let us quickly understand the purpose behind incorporating a popup in your business website.
What is the Need for a Popup?
A basic website has at least 14 elements, like the header, hero section, CTA buttons, slider, footer, etc. Along with that, there are several other graphic and content inculcations that can easily catch the users’ attention.
Nevertheless, a visually appealing and content-backed popup can captivate the inquisitiveness of the user in a fraction of a second.
Thus, the intent behind the creation and assimilation of popups is to get the users’ attention towards the targeted content. The smaller display area (as compared to the full-screen window) with a perceptible background image and engaging messaging can make it difficult for the users to ignore.
Best Practices for Creating Worthwhile Popups With the Purpose of Lead Generation
An ideal popup is not meant to get on the users’ nerves.
Instead, its sole purpose lies in prompting the user to stay on the website, guiding them towards the targeted products or services, or filling out a form that can streamline the pipeline of lead generation.
Here are a few tried-and-tested as well as reliable techniques to leverage an alluring popup with the intention of lead generation.
Identify the Objective of the Popup
Before we help you create the most enticing popup for your website, it is of the essence to outline the objectives.
Because even the most visually-strong popups will fail to fulfil the purpose if the objective as well as the target audience are not defined to the crisp.
So, before you get into the technicalities of formulating the popup, take a step back and determine its core objective. Acknowledge the target audience and formulate a strategy that targets the set group of people and disperses a clear message that reflects the objective.
Adopt Exit-Intent Popups
Exit-intent popups are a type of website overlay that are displayed when the user attempts to leave the page. The content and overall appearance of an exit-intent popup is to attract the user and convince them to stay on the website.
They can be customised as per the website and the user group targeted. For example, a website providing IT and tech support can imbibe the key features of its services to retain users.
Such pop-ups are based on the movement tracking of the user’s mouse cursor on the page. As soon as the cursor leaves the browser’s active area, the exit-intent popup is triggered and displayed immediately.
Last but not least, ensure that the content in the exit-intent popups is succinct in a way that gets the point across.
Invest in Creating an Eye-Catching CTA
A creative and actionable CTA in a website popup can leave a good impression on the visitors. A clear CTA statement negates the possibility of confusion, something that can hinder the customer’s buying process. Moreover, such a delightful on-site browsing experience holds the potential to capture quality leads.
However, the task of forming a good CTA with the purpose of lead generation is not a cakewalk.
Before you set the seal on a given CTA, ensure that the popup window holding the CTA button has clear visibility. For example, a white background popup hits the jackpot when it comes to catching attention instantaneously on an otherwise crowded website.
Focus on the value that visitors can derive from your website, and create the CTA popup with graphics and visuals for better engagement. Furthermore, creating a sense of urgency and making it timely as well as relevant goes a long way in capturing qualified leads.
Opt for Relevant Information
In one way or another, creating a data collection strategy is critical in a lead generation process.
Marketers often tiptoe around the process of collecting data from the consumers as a report suggests how 35% of the consumers immediately distrust a brand that asks for too much personal information.
To a great degree, it is advisable for marketers to limit their data collection strategy through pop-ups to relevant information. For example, basic contact information can be sufficient in supplementing the lead generation procedure.
A popup that requests more information- relevant or irrelevant- can prompt the website user to leave the website out of frustration. This is why it is prudent for a popup to elicit less but more precise information with the purpose of lead generation.
Assess, Evaluate, and Modify Popups
The magnitude of popup testing cannot be overstated. It aids in keeping the popups as well as the website relevant and free from bugs and discrepancies.
Regular A/B testing can help identify which headlines, CTA copy, colour schemes, incentive techniques, etc., work best for generating leads.
History suggests how several companies opted for regular A/B testing and ended up with better versions and results.
For example, an e-commerce company created two cart abandonment popups with different copies; the first one depicted how the product users were about to buy was the last one, thereby creating a sense of urgency. This strategy led to an increased amount of conversions by 17%.
In the second version, the copy changed and offered a discount to the visitors instead. This doubled the conversion rate and reached a staggering 30% increase.
On that account, it is necessary for marketers to regularly invest in popup testing and assimilate the necessary changes for better conversions.
3 Types of Pop-up Forms That Lead to Conversions
Apart from the exit-intent popups that we discussed earlier, there are a few more types of popups that work along the lines of lead generation and conversion.
Here are our top 3 choices: