Should You use Pop-up Lead Generation?
The answer is simple. If you’re not getting enough leads as desired, or even want more, the answers yes. Many new e-retailers and fresh bloggers think it will leave their customer frustrated and annoyed, and while this is true for most people when you run a pop-up without giving the people value for their time and email address.
There is a second reason you should try pop-up lead generation. By giving the people who will provide you with their email address in return for something of value, you will add value to your business in the customers’ mind. And by giving them something of value like a discount they will be more likely to purchase a product of yours with the discount. Giving them something of value like an e-book will give the potential customer the idea you have the knowledge, and provide them with service even though they are not paying for it.
Advantages of Pop-up Lead Generation
Creating a pop-up lead generation system has quite some advantages. So beginning with the utmost important one: forcing the customer to make a decision. Many people reading your blog or scrolling through your store won’t even notice the option to register their email address. Of course, unless you make the box so big it will be annoying and probably also ruin your design. Some might not notice it because they are focused on your content, some might not notice it because of attention span, and they have been distracted, bored, or you didn’t give them a clear call-to-action.
So pop-ups counter this, by forcing your customer to look at the pop up with that what you offer in exchange for their email address and giving them a choice to neglect the option. This way, if they choose to neglect this, it will be on purpose.
The second pro of pop-up lead generation is that it is easy to A/B test the pop-up for optimal conversion. For example, AuthorityHacker created a pop-up that was the same, no matter which page visitors were on when it was shown. The conversion for their client was decent, but they had the feeling it could be better, so they started A/B testing the pop-ups. The results were terrific. If they made the pop-up and the offer relevant to the page the visitor was on, the conversion increased with a stunning 100%.
And finally: the autopilot pro. A pop-up lead generation system is easy to create, there are many services and plug-ins to help you build one. After the pop-up is fully functional and optimized, it is a set and forget part of your lead generation system.
Five Types of pop-ups
So there are five types of pop-ups: entry pop-ups, exit pop-ups, timed pop-ups, scroll pop-ups, and click pop-ups. They all have their advantages and uses so choose wisely which one to use for optimal conversion.
So starting off with the underrated entry pop-ups. Entry pop-ups will pop-up as soon as the landing page will load, so the visitor won’t have the chance to see the page they intend to look at before closing the pop-up. Sound like this would only decrease the likelihood of visitors leaving their e-mail address behind, right?
Well, nothing is less true, if used right. Think of using an entry pop-up at the moment a visitor is redirected to the pricing page for your service. When the page loads customers expect to see the pricing, but they will see a pop-up with a discount first which will, later on, influence these prices.
Second, we have the exit pop-ups, which will be shown to the customer as soon as they show intend to leave your website. These smart pop-ups use “exit tracking” software to know when a visitor is going to leave. This is great for blog posts, as we have talked about earlier, sometimes a visitor is focused on the content they are reading, so at the moment they are done they have not looked around seeing if there are any links to your e-book, service or other product. The exit pop-up counters this by showing them the content they haven’t noticed yet.
This is a tricky one, because it can be a bit rough to set-up and requires a lot of A/B testing and a properly set up Google Analytics. Timed pop-ups show after the visitor has spent a certain amount of time on that page. For example, if they spend 20 seconds on your product page they will see the pop-up. The tricky part about timed pop-ups is that some people might not see it because they leave the page early. So you need to balance the timing perfectly between not shocking your visitor by showing it too soon and getting most people to see your pop-up. A great way to do this is by looking at the average time spent on the page you want the pop-up to show and using that average to set the timer.
Scroll pop-ups are another great solution for bloggers. Scroll pop-ups show as the visitor has scrolled down a certain amount of the page. This is great for bloggers; visitors first get to decide whether they are going to read the article and if so they will only see the pop-up if they are interested enough to continue reading. Another great way to use these is by letting them pop-up at the bottom of your post, the reader has just finished your article and is probably willing to read more.
And last but certainly not least, we have the click pop-up. This is a unique kind of pop-up since it is the only one that requires an active action from the visitor. The pop-up will only show if the visitor clicks a link, a banner or even an image. You might think ‘what’s the use of this?’ of course you could try using a different landing page instead, but multiple tests show that using a pop-up after you click on a banner instead of redirecting to a new page will result in less loss of interest. Think about it, people click on the link or banner because they want that free e-book, but then a new page open, which might load slowly, they might get distracted in that time, or they just want that free e-book and continue what they were doing on your website.
Here’s a little video to show what an exit pop up looks like:
if you want to learn more about e-commerce lead generation be sure to read this post too:
So after reading this, it might be clear how much of a difference using the right pop-up might result in. Choose the right pop-up and test what works best for your website, and increase the number of leads you will get. If you have any questions regarding this topic or any comments, feel free to let us know in the comment section below.