Why Popup Overlays are Taking Over Lead Generation

by James Scherer June 22, 2016
June 22, 2016

Why Popup Overlays are Taking Over Lead Generation


It’s not even an argument anymore.


There are enough sites out there with some form of popup overlay that I can stop arguing about whether or not your business should consider them.


Wishpond alone uses entry, exit, scroll and javascript popups throughout our sales funnel. We’ve increased our blog signup rates by 82% with them, doubled blog subscription, and improved final-stage conversion (on the pricing page) by 22%.


This article will give you the popup overlay strategies we’ve seen revolutionizing the lead generation world.




Use Scroll Popups to Build your List



Blog subscription is likely the most common way businesses are using popups and it’s no surprise why.


A scroll popup (like the one below) is set to be triggered a set distance down your blog article (we’ve found that 30-50% works best).


Scroll popups work because they’re delivered only when your blog readers have already gotten value from your brand. They’re halfway down an awesome article and you ask them if they’d like to receive more content like it.


Prospective leads are never more likely to convert than when they’re already smack dab in the middle of receiving something of value from your business.


Here’s a scroll popup overlay example:


Why Popup Overlays are Taking Over Lead Generation



Use Click Popups to Boost Blog Lead Generation



Click popups are the most influential thing we’ve added to the Wishpond blog in the past couple years. When we switched over from landing pages to click popups, our lead generation conversion rates doubled overnight.


I wrote about that in “How We Doubled Blog Lead Generation with Click Popups” if you’re interested in learning more about it.


Click popups work because you’re not making your blog or site traffic go anywhere to convert.


Your site traffic is lazy. The easier it is for conversion, the higher rate you’ll get.



Think of it like this…


You’re walking down an aisle in a grocery store. A table has been set out and they’re giving away free samples of something awesome – chocolate, beef jerky, Glenlivet, whatever.


You try it, love it, and the young man behind the table tells you “right now this product is on sale, 50% off!”


But then he says, “the only problem is that you have to go to our other branch, which is on the other side of town, to get it.”


A click popup is the equivalent of that young man saying “right now this product is 50% off and you can have the one I’m holding.


Get it?


Here’s an example:




Use Entry Popups to Frame E-commerce Buy-ins



Ecommerce purchases are a fickle thing. To optimize for an e-commerce purchase, the price has to be right, the reviews have to be good and, most of all, there can’t be fees at the final stage which the consumer did not anticipate.


The majority of potential purchases that get to the “checkout” stage aren’t completed because of shipping or tax additions – they turn a $ 30 purchase into a $ 37 purchase, which makes all the difference.


Entry popups are a proven way to frame the entire process. Give a 10% discount or free shipping to first-time visitors and their entire online shopping experience will be different.


The most common way you see this is through an incentivized subscription, like below:


Why Popup Overlays are Taking Over Lead Generation


Again, creating this popup from a Wishpond template took me all of 2 minutes (mostly the finding and uploading of the background image).


Once you’ve created your entry popup, switch over to the “Thank You” part of the editor and drop in a discount code (your e-commerce platform will have a walkthrough.


Simple as that.



Use Exit Popups to Reduce Bounce Rates



Website optimization is all about little wins: turning a page which converts at 22% to one that converts at 25%. Sure, it doesn’t sound like much, but those little wins go a long way over the course of a year or 100,000 visitors.


Exit popups are an easy way to give you an easy win.


When the rest of your website has failed to capture your traffic’s interest, an exit popup is pretty much your last chance (unless, of course, you’re running a remarketing campaign).


Triggered automatically when a visitor’s cursor indicates that it’s leaving the page, an exit popup should be focused around a value-add. And you should, if anything, ask for less than the page does.


For instance, if I’m running a “5 Free Yoga Sessions” promotion on my yoga studio’s website, the exit popup might look like this:


Why Popup Overlays are Taking Over Lead Generation


Recently, Wishpond has been A/B testing the addition of an exit popup on our pricing page – prompting visitors to register for a free VIP demo before deciding whether our software is right, or wrong, for them.


Here’s the results of that A/B test:


Why Popup Overlays are Taking Over Lead Generation


Because this is running on our pricing page (an extremely important page within our sales funnel), that 22% increase translates to several thousand dollars a month in increased revenue.

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