Dreaded Popup Forms Work When Done Well

Popup forms are kind of a necessary evil in the world of email marketing. Often in the form of a light-box pop-up, the pop-up form takes over a browsing window with a specific call to action (CTA), such as downloading a piece of content, signing up for a newsletter, or checking out a new product. 

On one hand, email sign-up forms present a rare opportunity to meet your audience where they are; to gather their information so you can keep the conversation going; to offer up some value to your site visitor that will make them more likely to come back.

On the other hand, when done poorly, they can feel intrusive, pushy, and off-putting to your site visitors—turning what could be a relationship-building opportunity into a decidedly negative touchpoint. So what’s a marketer to do?

Luckily, popup form technology has evolved over the years, giving marketers better tools to offer value without seeming smarmy. Marketers can not only determine the timing, format, and design of their pop-up forms, but can even customize the popup experience based on what they know about each site visitor.

When done well, pop-ups can be very effective, quickly and easily converting customers who see the pop-up into ongoing followers of a brand, product, and service (also known as the conversion rate). The average conversion rate for all pop-ups is 3.09%, although the rate can be much higher for top performing pop-ups.

Here are some popup form best practices to help you use your popup forms for good.

Popup form best practices

Offer a clear incentive

If there’s one thing a majority of people don’t need more of, it’s promotional emails in their inboxes. We all have a few (hundred) brands sending us far too many emails with far too little value on a weekly basis.

Plan their path

Plan their path

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You can’t blame your site visitors for not wanting to subject themselves to your emails unless they get a little something out of it. For most people visiting any random website, the answer to “WANNA GET RANDOM EMAILS FROM US?” is a definitive, “No please, thanks.”

As an email marketer, it’s your job to answer the question Turkey WhatsApp Number List that your site visitors will inevitably have: “What’s in it for me?” Without an incentive, you’re missing out on some serious conversion potential: Based on a study of 50 pop-up clients, the average conversion rate for popups that included an incentive was 4.24%, almost three times higher than the ones that don’t include an offer.

If your brand sells a product, it’s almost expected that signing up for your mailing list will provide new customers with some sort of discount. But there are other ways to offer value, in the form of:  Best database provider | Whatsapp number lists

  • Discount codes
  • Free product with purchase
  • Exclusive content offerings
  • Free content downloads
  • Early access to products, events, etc.

The type of incentive you offer will vary based on your business. A/B testing can be helpful to determine what offers are most likely to convert your visitors.

Cult-favorite sock retailer Bombas offers this straight-forward incentive to first-time site visitors. In large font, it reads: “Get 20% off your first order,” with instructions below stating: “Enter your email. Get your 20% off code. Be the first to know about all things Bombas.”

You came to the site curious to try their socks, and now all you have to do is type in (or let your computer auto-fill) your email address, and you’re already saving money. Win-win.

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