Using pop-ups for lead generation – types and options
Why using pop-ups on landing pages and websites may generate leads but can turn visitors away in a instant – especially if used in the wrong way. In this blog post we take a look at what types there are and what to use pop-ups for.
I have an example on this page to show you one in practice.
What are the pop-up types?
A pop-up window is a type of window that opens without the user selecting ‘New Window’.
According to the definition above, the function of a pop-up is to appear on top of the page the visitor is currently on. There are usually 5 types that occur on a website, landing page, sales page or other URL.
1) Click Pop-up:
A click pop-up works when a visitor to your web page clicks on a designated link, image or word. Because this new window only occurs as a result of the action of the visitor, it is the least intrusive of all of the 5 pop-ups.
The best way to use these is to use an image promoting an e-book, for example, or in a blog, or as a link promoting the e-book.
By doing this, you avoid the need to open another tab in the browser which would take the visitor away from the current page.
To see one in action click HERE
2) Timed pop-ups:
As the name suggests, a timed pop-up works by appearing on a landing page or website after a visitor has stayed there for a designated amount of time.
Personally, these are not my favourite because they are just a pain and very annoying. I want to read or look at the information on the page. To have a pop-up appear out of the blue will interrupt the visitors attention.
If you do want to use them, I recommend you test your pop-up timing very carefully. Initially, avoid going below 30 seconds on your blog pages, and don’t go above 60 on your product pages.
3) Page scroll pop-ups:
If you do want to use a pop-up while a visitor is on your page, reading and looking at your information, then do it with the scrolling pop-up. At least they have shown interest in what you have to say by scrolling down.
However, if you do, you must let them scroll more than 50% down the page. Scrolling down indicates their interest to find out more.
4) On entry pop-up:
This tends to be a full screen overlay as soon as the visitor comes to the page. The likes of Marketing Land still use this type of pop-up. More and more are now using their GPDR policy as a pop-up! Not pretty, but perhaps necessary.
Why would an entry pop-up work?
For some businesses, putting on a contest, a huge discount or a product launch is a great reason. For the big boys that have a big tribe, this makes sense.
Smaller businesses will find that this approach makes cold leads feel they are being sold to, or that the business is being too pushy.
If you do use these, make sure it is extremely easy for the visitor to close the window.
5) Exit pop-up:
This is the most common type and occurs when a visitor indicates they are leaving a page. Here the software tracks the visitor as they are leaving a page.
Why use it? It’s mostly because you want to entice them to take an action before they press the back button or close the tab.
You could use this to say, “Sorry to see you leave”, offer a free demo or strategy call, a free e-book, or ask why they’re leaving or if they can help you improve.
This is the one of the least intrusive. One point to consider is it can still cause a potential interruption to the visitor. If they had a few tabs open and they wanted to go back to another tab, the pop-up would appear! It might feel irritating to them.
Whichever you choose, if you want to use a pop-up you need to test it and see if the bounce rate is impacted.
What options/offers can you use in a pop-up?
The principal reason for using pop-ups is lead generation, list building and attention grabbing. The way this is done is by offering what is called a lead magnet. The different options used by businesses are:
- Cheat sheets
- Case Studies
- Mini courses
- Discount vouchers
- Free Trials
- Special Offers
- Email swipe files
- Newsletter sign-ups
- Video how to’s
In fact there, are many more options for pop-ups I could cover here but will do in another blog. In exchange for offering one of these lead magnets, a business wants a visitor’s contact details. It might look something like this:
Whether you use a click pop-up, a timed or scrolling popup, an entry or an exit pop-up, you at least want their email address. That means making sure you follow the GDPR requirements.
Using a pop-up is an interruption to a visitor’s engagement. Therefore, you need to consider their journey and what you want them to do. If it pops up too early they might leave, too late, they may miss it. Some may even leave regardless!
Pop-ups can be used as a great tool to help you build lists, make money or build a relationship. Use them wisely.