6 ways to generate leads with pop-ups without disrupting the user experience
Learn how pop-ups can improve (a lot!) your website’s conversion rates without necessarily disrupting your users’ experience
You, who work with Digital Marketing, already understand the importance of Lead generation for your business. And, of course, you understand that you need to improve your site’s conversion rates to maximize your ability to generate them, right?
What if I told you that there is a way to do this without messing with your website structure and without being annoying to your visitors?
Well, today I’m going to show you why using pop-ups in the right way won’t interfere with your users’ experience and, in addition, will greatly improve your website’s conversion rates.
Why working with pop-ups is good, not boring!
First of all, I confess that I, like anyone else, have been very irritated by inconvenient and invasive pop-ups.
But after being on the other side of the game, using this tool to deliver contextual, value-added offers to our users, I came to a conclusion: boring companies create annoying pop-ups!
Even here is a point of attention: Google is already punishing mobile sites with annoying pop-ups
In the official statement, made in 2016, Google explains that this is just a new factor that will be joined to hundreds of other points that make up Google’s complex ranking system.
Therefore, a page can still appear in the results if it has large and relevant content, even with the pop-up, but it will lose some points for precisely disrupting the user experience.
But if you know a little deeper about how the tools that do this task work, you’ll realize that the goal was never to be inconvenient. In virtually all of them, there are a number of customizations regarding where, how much, and when such bouncy offers should appear. In other words, your proposal is really to deliver value at the right time.
So that you understand what level of customization I’m talking about, I’ll mention the main ones:
Where: Virtually all pop-up creation tools will let you choose exactly the page(s) where they should appear, so you can choose the offer relevant to the context.
When: here Blue World City has several triggers (an action that triggers the pop-up), such as:
- Scroll: You set a percentage of scrolling the page for the pop-up to appear. That way, you can present the offer exactly when the reader is reading that snippet of your content.
- Timed: Here the trigger is time, so that, depending on the context, you can tell if the pop-up should appear as soon as the visitor enters a certain page or if it will only take action after the visitor has stayed on your page for a while X.
- Exit Intent: This trigger works a little more intelligence and is only triggered when the visitor moves the mouse outside the navigation area of the page. It’s perfect for making an offer you can’t refuse, that doesn’t leave the user empty-handed.
- Click: This time, the idea is to trigger the pop-up only upon a user’s click action, which can be useful in some contexts, such as Landing Pages.
How much: Here we have a simple but crucial setting to define whether you will be on the side of boring or useful companies.
Whenever a visitor sees a pop-up created by your company, they receive a cookie. This cookie will serve you to define how many times each user will see each offer and ensure that he doesn’t have to deny it repeatedly.
If you use these customizations to your advantage and treat your visitors the same way you’d like to be treated, you’ll be able to create pop-ups with over 40% conversion rate.
But now let’s get down to business!
1. Generating Leads with Scroll Box
This is a subtle yet very effective way to use pop-ups. A Scroll Box is nothing more than a small box, usually at the bottom on one side of the site. It’s so small that it will go unnoticed by most visitors, but it will convert 1 to 4% of them without disrupting the experience of others.
In this case, as we have little room to develop the offer, we usually offer a simple opt-in for the company’s newsletter, with the scroll trigger to draw the attention of visitors who navigate to a certain point on the page. In the example below, however, see how it is also possible to directly offer a material.
2. Generating Leads by Offering PDF Posts
A very interesting way to generate leads is to offer PDF versions of posts for download, using a pop-up for conversion. This case is more pertinent when the post is very large or when it is a tutorial with instructions, which can be useful in offline contexts.
To create it, you will basically have to use a plugin to convert the pages to PDF format and upload this file to your domain, redirecting the Leads there. For this, you will create a trigger per click and a link to it within the post.
3. Put pop-ups on your blog posts
If a visitor is reading one of your posts, it is because he would like to learn more about a certain topic, right?
What would you think if, when you were finishing reading a post on topic X, an offer of a complete guide on the topic you were reading appeared?
To do this, you’ll simply need to set the popup to appear on certain posts that have the X theme as related, and set a scroll or timing trigger for it to appear.
That way, you wouldn’t be being invasive, as Lead really wanted to learn more about the topic and was taking the time to do so. And because of that, your chances of taking the lead to the conversion would increase considerably.
4. Provide featured material on your educational materials page
If you produce rich materials recurrently and have a page to consolidate them, how about creating standout material that is comprehensive in relation to your audience’s interest?
In this case, we just need to understand which material is most popular with our audience (which can be tested until it gets it right), and configure the pop-up to appear on that page after a certain time of visitor navigation, defined by you.
5. If they want to know your solution, offer assistance
If the visitor is browsing your product/service’s pricing or features (or even benefits) page, it’s time to offer help!
The people on these pages are just looking to understand how they or your business can benefit, and it’s up to you to lead the way.
In these cases, you can either point to rich funnel material (which is directly related to your product) or directly offer a conversation with your salespeople, and a pop-up will do just fine.
Given this, it is again interesting to experiment until you find the best offer for this context, as well as the trigger that makes the offer as natural and efficient as possible.
6. Visitors browsing your blog are potential subscribers to your newsletter
Here you are the one who chooses exactly where to place the pop-up, but the suggestion is to use your blog navigations as indicators of interest in your company’s content and offer a subscription to your newsletter at that time.
My suggestion is to use your blog’s pagination for this, that is, when the Lead advances to the second, third or other pages. After all, this behavior shows that the visitor is looking for information your blog might have, and you can help them find it.
In this case, the offer is already defined, but we still need to test and understand which trigger will generate the most results. At first, it seems interesting to work with the exit intent to help Leads who would be about to leave the page frustrated.
How to create a popup in RD Station Marketing
One of the features that RD Station Marketing offers is the creation of pop-ups. See how fast and simple it is to use this platform functionality.
Log in to your account and click Convert > Pop-Ups.
There are 4 types:
- Discount coupon (appears in the intention to exit);
- Free eBook download (appears in the outgoing intent);
- Newsletter (appears in the outgoing intent);
- Free CTA eBook (appears when scrolling down the page).
After choosing the pop-up format, you will be asked to give a name to identify yourself. Once this is done, a screen will appear for you to edit. There are several customization options. They are divided into two tabs:
- Components: with drag and drop functionality, you can modify your pop-up and, at the same time, see how it looks. The components are: section, row, column, text, box, button, image and HTML
- Pop-up: on this tab, you can enter color and size variables by entering numbers and boxes. The options are width, position, border and background color.
Click “save and advance” to continue the setup. They will have slightly different options depending on the type selected. If the choice is for CTA for a free eBook, the action will always be to receive the material
If the choice is one of the other three possibilities, in the settings screen, you will see the following:
- Form actions: if the Lead will be redirected to a page, if it will receive a file for download directly or if nothing, no action will be taken at the time of conversion;
- Display pages: whether it will be displayed on all pages or on specific pages – and even have the option of not displaying on certain pages;
- Double confirmation (double opt-in): the subscribed Lead will receive an email to confirm that they want to be part of your contact base, increasing their qualification;
- Behavior: to set how often the pop-up appears to the user.
- Once that’s done you’re ready to publish your pop-up. Complete all phases to ensure the pop-up will be published on your page.
- Once published, you can click on the pop-up title and follow the results of your conversions.
- If you’re not a customer yet, you can take a free trial of RD Station Marketing to try the platform.
- In addition to pop-ups, RD Station Marketing has Landing Pages, Email Marketing , Lead Segmentation, Marketing Automation, custom analysis and reporting features, and much more.
In short, pop-ups are as annoying as their creators and undeniably effective in increasing your website’s conversion.
To advance your side, I’ll indicate where the tools we’ve already used:
- RD Station Marketing (as discussed above);
- Picreel ;
- OptinMonster ;
Finally, my message is: if you create pop-ups with common sense and with the objective of generating value for the visitor, you will certainly get good feedback from the market regarding the experience and conversion results.
To the next!
Frequently Asked Questions:
What is a popup?
Pop-ups are notices that appear (usually pop up) on the computer screen calling attention to a message. They can be used for lead capture or for some important notice. Usually, the pop-up content is related to the topic covered on the page it appears.
Is using pop-ups good?
It’s important to make it clear that Google is punishing mobile sites with annoying pop-ups. Therefore, the pop-up cannot affect the user’s experience on the page. However, the use of pop-ups can be very relevant to top-of-the-funnel strategies, helping to capture more leads.
Is it possible to create pop-ups with RD Station?
Yes, just log in to your account, click Convert > Pop-Ups. Then just choose the type of pop-up, its components and create your own.
What are the most common types of pop-ups?
The most common types are: Discount coupon (appears in the intention to exit);
Free eBook download (appears in the outgoing intent);
Newsletter (appears in the outgoing intent);
Free CTA eBook (appears when scrolling down the page).
Learn how pop-ups can improve (a lot!) your website’s conversion rates without necessarily disrupting your users’ experience You, who work with Digital Marketing, already understand the importance of Lead generation for your business. And, of course, you understand that you need to improve your site’s conversion rates to maximize your ability to generate them, right? What if…