Use of Popups for Lead Generation

 

Popups are used on almost every website nowadays. Chances are, you have already encountered thousands of them. At first glance, they may seem to have a bad reputation due to their intrusiveness to the user experience, but if used correctly, they can be a very powerful tool to help marketers in generating leads by enabling more user friction with the website's content. 'Software Sumo' reported that their clients collected 23,645,948 email addresses through popups in less than two years. It’s simple, if you cater to your target audience and deliver content accordingly, Popups will work!

Before you go ahead with using Popups, ask yourself, what value proposition are you offering to the user? Is it something they find valuable enough to entice them to download your content or sign up for your email list? How can you use popups to divert your users to this content? It is essential to have your marketing strategy well-defined before implementing popups on your website. 

The key considerations when using Popups on your website are mainly, which type to use and more importantly when should they ''pop-up" in front of the user. Timing is everything; users have become accustomed to expect Pop-ups and banners when looking for discounts, offers or additional information.

Keeping that in mind, let's look at some different types of Popups that marketers can implement on their website to build a strategy that generates leads and revenue.

1 - EXIT INTENT POPUPS

According to 'wise pops': On average customers report a +300% increase in their list building efforts when they set up exit popups.

An exit popup is a popup is triggered when a user attempts to leave the site. These popups serve the purpose of trying to convince the user to stay on the website. One of the ways this can be done is by providing them a discount or to show them some top-selling products that they might have missed. Information can be collected by asking for their email address by promising updates on the latest offers and discounts. Here is an example from PixelMe:

2 - ENTRY POPUPS

These are the Popups that are set up to show right at the moment your visitors land on your website. They are usually quite intrusive, as they block the viewer from seeing the page they’ve clicked on until they engage with you. On the other hand, when used carefully, entry Pop-ups can be extremely persuasive by asking visitors to give their information in exchange for high-quality gated content. Here is an example from BarkBox:

3 - SCROLL POPUPS

The main advantage of using these types of Popups is that they enable you to customize when and where your message needs to interact with the visitor. Relevant offers, discounts and schemes can be displayed when a visitor scrolls past a particular product, service or blog. This allows you to only interact with only specific users that show intent in purchasing your product. Here is an example:

Conclusion

Popups can be very high-risk high reward strategy due to its hit or miss nature. It’s a great way to highlight the most important content to your visitors. You need to carefully craft specific Popups to guide your audience’s attention. Keep in mind, clarity is essential; make sure that the call-to-action statements are concise, precise and to-the-point. Another important aspect would be the mobile optimization of your Popups, they should be designed so that they don’t affect page load times and aren’t too intrusive, failing to do so may negatively impact Google’s search rankings. In time, Pop-ups will help you to understand the visitors coming to your website and also how to guide them along their customer journey to conversion.