Humor me with this: When you enter a clothing store and begin browsing around, an employee will come up to you and kindly ask, “Can I help you find anything?” Or, “Did you find everything okay?” The purpose of these questions is to ensure you as the customer receives a friendly and seamless shopping experience. It’s the job of the retailer to help you but it’s your choice to take the help or not.
If these questions are used in everyday retail experiences, why not include it on your website? It is possible just by implementing a Pop-up Form.
To clarify: pop-ups are not annoying (okay, they can be when not done properly, but we’ll get to that later) but instead boost lead generation and are easy ways to get contacts on your email list.
The Pop-up Form – A Definition
A pop-up is activated in multiple ways. It can show up after a certain number of seconds, after someone has scrolled halfway through a webpage, or after someone moves their cursor to X out of the tab containing your website. It will usually look something like this:
The goal of the pop-up is to get the visitor’s email and name on your email list. A lot of pop-ups will make a visitor fill out their age, address, gender, or other information. In my opinion, this is completely unnecessary. Just name and email are good because it’s a low barrier to entry and a contrast to other more complex or higher-ask forms/conversion points on the site. Then, with their name and email address, you can send them emails, and learn more about them as you nurture them through an email campaign.
Access to the name will allow an opportunity to personalize the email, “Hi [first name here],” is incredibly popular and successful.
The most important part of implementing a pop-up is an incentive. Offer your customer a reward for submitting their information. Whether it be a discount code, insight on future updates, or a free downloadable. This easy and effective strategy is a great way to continue the nurturing process to those expressing interest.
Pop-ups are great for downloadables — have a 2019 report or e-book that you want people to read? A pop-up is a great tool to encourage it. Like this one:
Pop-ups with a discount code are another clear incentive for a small action. And who doesn’t like saving money? Contacts will be more enticed to submit an email for a percentage off their purchase.
You may be wondering, “Aren’t pop-ups annoying?” And yes they are when implemented incorrectly. A few examples of poor pop-ups:
- When they’re on the homepage
- When they pop up as you hover over the X button.
- When they ask for too much information
- When they direct you to another form
I’m sure you’ve exited out of some of these examples, it’s not a seamless website experience and you just want a chance to explore the website. But when done properly, pop-ups are very successful in generating new leads.
Here’s the proof: a recent study at Sumo.com stated that the average conversion rate for high-performing pop-ups is 9.28% with some as high as 50.2%!
Let’s give that some deeper context. For example, you have 50 site visitors per day, that’s 140 new contacts in your mailing list in 30 days. So while 9.28% seems small, the numbers will add up over an extended period of time.
Now, let’s expand what a “high-performing” pop-up looks like. First off, the report by Sumo.com stated that pop-ups are incredibly beneficial when placed on relevant pages. Placing a pop-up on your main page will seem invasive and is more likely to be ignored. But as prospective leads explore deeper, a pop-up will offer those contacts the chance to get more information. This will make the offer feel more personal and will also ensure it reaches the target audience.
For a lead generation pop-up, the goal is to nurture any potential leads as soon as they express interest. Instead of a downloadable, this pop-up will ask for a name and email. Then they’ll filter into your email list for future nurturing campaigns.
Pop-ups are only one part of lead generation, but very easy to implement. If you’re looking to further develop your lead generation strategy, be sure to reach out! We’d be happy to help. After all, the more minds on a project, the more successful it will be.