Pop-ups have become an essential part of any website, and when utilized correctly, they can be a useful part of your firm’s marketing strategy. When “good popups” are used, 20-70% of visitors will provide their contact information. If you can get your prospect’s attention with a popup, it’s your job to use design and copywriting best practices to keep their interest and get them to take the next step towards becoming a client. How do you do this? We’ve got 6 landing page pop-up form best practices for you!
1. Make Sure the Timing is Correct
It’s important to be strategic about the timing of your website as this can really change how someone interacts with the pop-up. Timing is one of the most crucial elements of a pop-up and needs to be executed properly in order to get the results that you want. So, how do you know the optimal timing? If your popups appear too soon, they will be annoying since they disrupt visitors right when they land on your site. If your popups display too late, you can lose a lot of potential subscribers. So, how do you find out the best time to use them?
This is a great time to check out your Google Analytics, as you you may uncover that visitors who stay on your pricing page for more than 30 seconds are highly engaged on that particular page because they’re taking the time to read through and consider their options. In this scenario, you could consider using a time-based pop-up that appears when a visitor has been on that particular pricing page after 20 seconds. Other metrics that are helpful to look at to determine your pop-up timing are bounce rates and average time on page. It’s important to use this tool in order to better understand exactly how your visitors are engaging with different pages and content on your site, so use this data to your advantage to create strong landing page pop-ups.
Twenty Over Ten client and Lead Pilot user, Able Wealth Management, has a pop-up on their landing page “[Infographic] Do’s and Dont’s Of Managing Your Workforce During a Pandemic” that pops up about 9 seconds after being on the page. This gives the reader time to see what the page is about before their reading is disrupted, but it also pops-up quick enough so that the reader doesn’t lose interest and bounce.
2. Make It Easy to Say Yes
This probably seems like an obvious one, but there are some things that you can do to make your offer difficult for visitors to turn down.
Use Fewer Form Fields to Make it Easier to Sign Up
At Twenty Over Ten, we suggest using two for maximum efficiency, simply your name and email address.
Make Visitors Feel Like the Offer is Exclusive
We have often discussed personalization, and this is another example. Make them feel like they are getting something special that many others are not offered.
Always Deliver Meaningful Value
It’s important to understand that your lead’s attention is a valuable commodity that you should nurture and try to do everything you can to serve them and offer them value.
The pop-up from Twenty Over Ten client and Lead Pilot user, Braun-Bostich & Associates on their landing page “Is your loved one in a nursing home?” says, Just the right amount of weekend “News You Can Use” delivered every Friday morning…
This makes for a very enticing offer, as it’s not going to be an overwhelming amount of content, and it says it will be something that you could use to make your weekend better. With only two required form fields, this makes it very easy to want to sign up.
3. Be Very Clear About What Visitors Will Receive
When it comes to effective pop-ups you don’t have a lot of room to work with. This means it’s super important to really nail the copy that’s included in your pop-up form. When writing copy for your pop-up forms it’s important to be specific yet actionable and of course, be human.
In order to entice a visitor to click your pop-up, the copy needs to convey exactly what they’ll get by clicking on it. What is the incentive? At the end of the day, your main goal with pop-ups is to compel your visitors to take action. For example, instead of saying “Download Our Free Guide” try “Get My Free Retirement Guide.” Lastly, use colloquial language to make your pop-ups more friendly and human. For example, if your current pop-up reads “Join our email list” and is getting absolutely no sign-ups to consider crafting your content to read more something like “Mind if we email you once a month?” You may be surprised at how many more visitors you’re able to win over with some clever content changes.
Twenty Over Ten client and Lead Pilot user, MLS Financial Planning has a well-timed pop-up at the bottom of their landing page, which is a video, “Saving vs. Investing.” When the visitor reads it, they know exactly what they will be receiving from them as it asks, “Want to get more Cash Management and Financial Planning Insights?” It is then easy to sign up, with only two required form fields to receive this information.
4. Create Exit-Intent Pop-ups
Pop-ups can be a deterrent for visitors with short attention spans, so if this digital marketing strategy is not implemented properly, then it can cause them to leave your website quickly. A couple of things to keep in mind when it comes to pop-ups are:
- Make it easy for visitors to still see your website behind the pop-up.
- Your pop-up should include a clear “x” in the top right or left corner for visitors to close out if they are not interested in your offer.
An exit popup is one that appears when a site visitor attempts to leave your site in hopes that you can convince them to stay. Exit popups track the movement of your user’s mouse cursor on the page and the popup is triggered immediately after the cursor leaves the active area or content area.
As mentioned earlier in this post, being able to time your pop-ups in accordance with your Google Analytics is key. Similarly, exit-intent technology also enables us to detect when site visitors are navigating away from your site or closing their browser. The exit-intent pop-ups can be seen as a “last-ditch effort” since they appear once your visitor has decided to leave but you have one last opportunity to try and “sell” them.
Exit-intent pop-ups are a fairly new technology that is becoming more popular for many reasons. One main reason they’re gaining more popularity is because they are seen to be more user-friendly as they don’t interrupt visitors while they’re browsing your site. Rather, they only appear when your visitors signal that they’re leaving your site, so they won’t just pop-up and hinder anything about as they are perusing your website.
As you can see in the example above from Convert Plus, the pop-up comes up as the mouse is trying to exit the screen. This is the last attempt to get someone to type in their information before leaving the page.
5. Use Friendly or Positive Language in Your Pop-Up
If you’ve seen popups on different websites, you have probably noticed the “Yes” button and then the “No” button may have a condescending tone. An example of this would be something that says an offer along the lines of:
“Yes, I would like to improve traffic to my website.”
“No, I would prefer for my customers to bounce quickly.”
It may come off as witty or funny in your mind but in reality, this can come off as condescending to your readers, so make sure you are keeping it positive even when clicking on the “No” button. Additionally, it’s a good idea to sound “human” and like they are speaking to a friendly, real person on the other end, not a robot.
Lead Pilot user, Global View Capital Advisors, uses a simple pop-up in the corner of their landing page, “Are Your Finances Impacting Your Health?” but it says “Awesome financial insights delivered directly to your inbox” in the subtext. Including the word “Awesome” in there is a great way to motivate users to find out more and puts a positive spin on what can sometimes be a stressful situation, which is dealing with your finances.
6. Focus on Strong Design
It’s important to remember that design does matter and consistency is key when it comes to pop-ups for your website. The colors in your pop-up need to follow your firm’s brand guidelines and be consistent with your brand. They should also blend well with the overall look and feel of your site.
Something that you should keep in mind when designing your pop-up is color psychology People respond differently to different colors and in the world of pop-ups, it’s important to take this into consideration when designing your beautiful pop-up! By having a simple, clean design you can make the decision-making process easier for your visitors.
With Lead Pilot, you can create a pop-up that leads to your landing page with some simple steps.
A “Subscribe Form” is automatically embedded in your landing pages:
The form opens as a pop-up whenever a landing page is opened. It also appears when the “Subscribe” button in your featured sidebar is clicked by someone.
When people fill out your subscribe form, their contact details get put into Lead Pilot.
To customize your “Subscribe Form,” please follow these instructions:
1. Go to the “Template Design” tool or scroll to the top right of your screen and hover over your name and user icon.
2. Scroll down and click “Template Design” from the drop-down menu:
3. Click “Subscribe Form” in the tools menu to the left:
4. Under “Pop-up Display,” click “Location” to decide where the subscribe form will pop up:
5. Below “Location,” move the “Delay” slider left or right to time when the pop-up will appear after someone opens your landing page:
6. Fill out the “Subscribe Details” fields to change the subscribe form text:
When people fill out your subscribe form, a “Success!” message will appear to confirm they have subscribed to your emails:
7. Fill out the “Subscribe Success Message ” field to change the success text:
8. Below is the option to include a “Subscribe Success Button” with your success message:
9. Toggle “Subscribe Success Button” on to have this appear in the “Subscribe Success Message.” This is a great way to set up gated content (further covered in this help article)!
10. Click the “Save” button at the bottom of the tool menu to save your changes:
Click “Undo Edits” to the left of the “Save” button to return your template to to its previously saved settings.
Wrapping It Up
When executed properly landing page pop-ups are a crucial element to your firms’ marketing strategy. They can make or break how visitors go down the sales funnel and if they turn into leads. Follow these useful tips when it comes to creating pop-ups that convert and boost your conversions.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.