7 Website Optimization No Brainers for B2B Lead GenerationJune 28, 2017
Reading time: 4 breezy mins
Popups tend to get a bad rep, in our opinion, quite undeservingly. Gone are the days when pop ups were synonymous with mere noise polluting your website and annoying your audience.
In recent years, popup tools have evolved, allowing for precise targeting and messaging that creates context and value. When used correctly, an optin form is one of the best ways to get your message in front of your audience at just the right time. They are flexible and enable you to be very responsive and change them on the go. In fact, popups are one of the best ways to optimize your site for lead generation quickly and without involving your webmaster and pulling her away from her important work.
Keep these rules in mind when crafting your popup campaign:
They work, so why not use them?
This should really be the only reason you need. According to Sumo’s recent study of nearly 2 billion pop-ups, the top 10% highest-performing pop-ups averaged a 9.28% conversion rate. Even the average pop-up conversion rate of 3.09% is far better than most email click-through rates. Clearly this is a tactic worth learning more about.
1) Use Pop-ups to Empower Inbound Marketing
When pop-ups are overly self-promotional and irrelevant to the user, they can be extremely annoying. However, when they complement an inbound marketing strategy they become extremely powerful.
CyberInt’s inbound efforts revolve around creating valuable content that will be relevant, interesting and that prospects will actually want to read. Using pop-ups to draw users to relevant content supports their existing inbound nurturing strategy. By offering a valuable resource, CyberInt promises to attract the right kind of leads.
2) Communicate Anything with a Pop-up
Pop-ups have endless potential. Whether you want to drive leads to a webinar, increase Facebook likes or simply suggest relevant blog articles, pop-ups are a great option for achieving almost any marketing goal.
The golden rule is, context is king (as always). Don’t put a blog signup pop-up on your homepage before your visitor has engaged with anything. Give them 30 - 60 seconds to look around, then offer something related to the page they are on or what they’ve already engaged with.
3) Carefully Target Your Offer
Unlike other ads, pop-ups are extremely easy to target to each specific website visitor, especially if the tool you’re using integrates with your marketing automation platform. You can control which pop-ups are shown based on parameters such as the pages a they viewed, how long they’ve been on your site or what stage of the buyer’s journey they are in.
Most importantly, the CTA you use should match the target audience. This Infosecurity pop-up would not work well at all for someone not already attending the conference. However, for someone reading “10 Things to Expect at Infosecurity Europe,” this CTA has extremely high potential.
4) Control the Timing of Your Message
Of the top 10% of pop-ups, only 8% appeared in the 0-4 second mark. Your website visitors don’t want to be bombarded with messages before they’ve had a chance to evaluate your site and read the content they initially came for.
Your tool should allow you to control exactly when the pop-up appears. Make sure there is a delay – we recommend about 30 seconds. For more insight into the best delay time for you, check out Google Analytics’ “time on page” to learn when people drop off your page and greet them with your offer before then.
5) Control the Frequency of Your Message
Another thing that can annoy website visitors is seeing the same offer over and over again. While you can set your pop-up to hit your visitors on every page, it’s more than likely to scare them away from your site, rather than convert. Instead, control the frequency of the pop-up. If they’re a frequent website visitor, showing the same offer every 2 days should be enough to keep the message on their minds without overwhelming them. Once they do convert, you can begin to show them other relevant content, furthering them in the buyer’s journey.
6) Allow the Reader to Take Immediate Action
Unlike ads, pop-ups make it easy for the reader to take immediate action by filling out a form or clicking through to your content. Make sure your CTAs are specific. A great pop-up can be undermined if the reader isn’t sure what action you’d like them to take. The CTA in the following example is clear and the user can Like the brand’s Facebook page from within the pop-up. A specific request and immediate action make for a high conversion rate.
7) Marketing Envy’s favorite OptIn tools
When it comes to tools of the trade, here are several that we recommend.
- Sumo - Probably the most popular tool out there, and for a good reason. Sumo is user-friendly, easy to use and reasonably priced. In fact, you can get the basic functionality for free, and upgrade only when you are ready to take your website optimization to the next level.
- TrenDemon- With TrenDemon, we see the value in each piece of content. It’s actionable insights help us identify and scale successes by uncovering top performing content for every stage of the funnel, as well as help us to correctly evaluate the ROI from all traffic sources.
- Poptin -With it’s user-friendly Drag & Drop interface, Poptin helped us create many different optimization pop-ups. Poptin gives us the options to choose between many high quality templates along with a responsive design and display, simple A/B testing and advanced targeting options.