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Pump Up Sales With Website Lead Generation


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Optimizing Audience Exposure
While most people agree that website popups can be annoying, statistics show that well-crafted popups can increase subscription and click through rates as well as enhance overall user experience. For digital marketing especially, it’s important to keep a balance between short-term conversion rates and long-term customer relations. You can have one without sacrificing the other by using strategic web popups.

Why Popups?
As compared to traditional form submissions or text callouts, popups have significantly higher conversion rates. Plus, popups can be purposed to achieve many different sales and marketing goals and create trackable metrics for little to no cost. It should be noted that in this article “popups” refer to temporary windows that open within the main window/tab, not in a separate one. These are sometimes called “lightbox forms.” Below are several ways to use a web popup:

  • Increase email subscriptions—Ask customers to opt in to receive emails.
  • Improve metrics—Increase open rates, click through rates and overall time spent on the site.
  • Promote specials and contests—Inform customers about opportunities that are only available for a short amount of time.
  • Facilitate sales—Push a hot product/service or use predictive technology to suggest items your customer would be interested in.
  • Grow social media audience—Ask customers to follow you on social media.
  • Answer FAQs or offer key info—Example: Free shipping on all orders $50 or more!
  • Offer free materials—Example: Download our free guide today!

With so many diverse applications, implementing popups seems like a no-brainer. Proceed with caution, though. There is a fine line between showing your customer something useful and overwhelming them with irrelevant, unsolicited advertising. Below is DAW’s list of popup DOs & DON’Ts:

DO

  • Create popups that are relevant to customers and the page they are viewing.
  • Provide attractive offers in exchange for opt-ins. Free giveaways and discounts are enticing.
  • Switch out popup content after appropriate length of time. Popups should not be permanent fixtures on a website.
  • Test how popups appear on mobile.
  • Make it easy for the customer to escape the popup if they want to.
  • Develop persuasive opt-out text. Such language adjustments have proven to increase popup efficacy.
    • Example: Offer customer the choice between “Yes, sign me up!” and “No thanks, I’d rather pay more for a less effective competitor product.”
  • Consider including or linking to your privacy policy to ensure customers that you will not misuse their information.

DON’T

  • Use popups that are overly aggressive or intrusive. Google’s policy lowers search rankings for sites which inhibit content accessibility with over the top popups.
  • Deploy a popup as soon as the customer enters your site. You will see greater conversions by waiting 30 seconds to a minute after the customer lands on the page to show them a popup.
  • Create a complicated opt-in form with more than two fields. Except in certain circumstances, the only information you need to collect is the customer’s name and email address.
  • Use more than one popup at a time.

Ready to try your hand at popups? Contact Design At Work and take advantage of our website and digital marketing services today.



Posted in Advertising , B2B Marketing , B2C Marketing , Branding , Design At Work , Marketing Ideas