What are Pop-Up Forms? 4 Tips for Crafting High-Converting Pop-Up Forms

As marketers and a leading digital marketing company Singapore, who are inbound we are concerned with providing a seamless experience for visitors to our websites which can as well produce leads. 

The majority of the time, you can use both methods, however with popping-up form forms there is a conflict that can arise. In the last few years pop-up forms have come back as a well-known marketing strategy to promote content, drive blog subscribers, increasing email lists as well as boosting lead generation. 

The question is, do pop-up form work? We’ll discuss that and more down below. So let’s get started.

 

How do I use a pop-up?

Pop-up forms are window that pops up when users browse a website. It is triggered by a variety of events that include interactions with elements in the webpage scrolling, inactivity, or scrolling.

Pop-ups are now so commonplace that in the year 2016 Google came out to announce that it was going to begin penalizing websites that use the so-called “intrusive interstitials.”

However, the best digital marketing company in Singapore, here’s the truth that not all pop-ups are negative. If they’re executed correctly they can be an integral part of a successful inbound strategy.

But, due to the disruptive and intrusive nature of pop-ups and pop-ups, marketers must be cautious about the time and manner they are displayed and the kind of content they offer. Also, they must be contextual.

When they’re contextually appropriate and mixed with additional value pop-up forms can boost the experience of visitors to websites and improve conversion rates.

 

Types of Pop-Ups

Pop-ups can be found in a variety of forms and sizes however, here’s a graphic of the most commonly used types you’ll find on web pages:

Let’s look a bit further into the pop-up formats that pop up:

1. Welcome Mats

They are full-screen pop-ups that are able to slide over the content of the page. The main benefit of making use of a welcome mat pop-up is that it places the offer to the forefront. It is worth considering this in the event that the offer is pertinent to the content, and essential to your plan.

If not the welcome mat pop-up might be too annoying, since it might not be the experience that users are expecting upon landing on this page.

2. Overlay Modals

The closest to the traditional pop-up you can get they are center-screen pop-ups that are displayed on top of pages with content.

Contrary to the welcome mat overlays won’t block out other content from being displayed and the user does be required to exit the pop-up in order to continue with the task at hand. Although some users consider overlays to be annoying, they typically are highly effective in converting users if they’re able to make a compelling case.

3. On-Click Pop-Ups

On-click pop-ups are an exact type of overlay modal that displays the form when a person clicks on a call-to-action elements on the page.

They’re great for those occasions when the form is on the page but you’re trying to reduce friction for specific offers. The UX is usually simple and less tense on the path to conversion.

4. Gamified Coupons

Another kind of overlay modal coupons, called gaming coupons allow you to take part in a game and earn an amount of money or a prize of some sort in exchange for players’ personal data.

They usually appear in the form an award wheel or scratch-off ticket and are great for brands that have fun in their e-commerce (since coupons can be used at the time of checkout).

5. Top Banners

Also called sticky bars, they are tiny banners that appear as a bar located at the high point of the webpage informing users to take action.

They’re typically more long-lasting conversion elements than other pop-ups and are ideal to promote broad-based offers, such as coupons, newsletter subscriptions and even announcements of general nature.

6. Slide-In Boxes

Slide-ins are small, rounded boxes that are able to slide into the side or bottom of the page. They function similarly to an overlay modal, but with less intrusive behavior.

They are perfect for presenting deals while the user is scrolling through the page.

 

Pop-Up Triggers

Some of the most popular popping-up events are

• Page entry: Pop-ups appear at the time a visitor is first brought onto the webpage. They are often viewed as disruptive, but they can be utilized efficiently with less intrusive formats like the banner at the top.
• The pop-up window appears whenever a visitor scrolls to a particular place within the web page. They’re great for long-form content if you don’t wish to incorporate CTAs in your content.
• Element interaction: A pop-up is displayed when a user clicks or hovers over a particular element. These are highly effective as the user performed a specific step with the intention to make a conversion.
• Time on page: The pop-up is displayed when a user was on the website for a specified period of time.
• Exit purpose: Exit intent pop-ups are displayed when a user moves toward the upper right corner of the page before they go away. It is a last effort to catch their attention prior to leaving.
• Inactivity: A pop-up will appear in the event that the user hasn’t engaged with the website for some time.

We now know some more about pop-up form forms, let’s go back to the fundamental question what should marketers do with pop-up forms? Let’s dig in.

 

Are pop-up forms effective?

Let me answer this immediately, the answer is yes. Pop-up forms work and this is the reason that numerous marketers are using these forms.

In the year 2019, research conducted by Sumo discovered that the highest performing 10 percent of pop-ups are converted at a staggering 9.3 percent.

By 2021 Klaviyo looked at more than 80,000 companies employing its application and discovered that overlay pop-up forms are converted to 3.2 percentage and slide-out pop-ups convert at 2.2 percent.

To understand why certain pop-up forms are more effective in comparison to others, our team conducted a survey of 100 people to gain insight into their behavior. The majority of respondents agree that the most appealing thing about forms is the clear description of the benefits they’ll get upon completing it. I.e. the offer.

The length of the form, along with a compelling description can also play a significant factor in the rate of conversion. Indeed, 50% of people who have the length of pop-up forms can lead them to unsubscribe.

If the application is longer is, the greater the chance that you’ll be disengaged. 20% of people say they’ll quit the form if they feel they’re being asked untruthful questions. Though this may vary based on type, it’s more convenient to give an email address and a name rather than providing an address or phone number, address.

The right types of questions you should ask yourself is crucial in determining how well the pop-up forms convert. Below are additional suggestions for making effective pop-up forms.

 

4 Tips for Crafting High-Converting Pop-Up Forms

1. Provide something valuable and relevant.

The issue with pop-ups is that they can hinder the user’s experience on a site and do nothing to improve it. This could be because the pop-up’s offer isn’t of any value to the user or doesn’t seem relevant to them.

To increase the number of people who see your pop-ups, make sure you adhere to these steps:

• Learn about your persona and what your audience is expecting on this site.
• Find out which deals will work most closely with their requirements.
• Check that the offer aligns with the contents of the page

For instance, if I was writing a blog article about social media, I’d provide a free e-book about the same subject, as shown below.

In this case the story is about growing the audience of TikTok as a platform for branding. The pop-up offers are in perfect alignment by providing users with a no-cost TikTok growing checklist.

Although an offer on the social media stats might be effective but the rate of conversion would likely be lower since it isn’t specifically targeting the current needs of users.

2. Consider how people use your page.

Another common error made by marketers using pop-ups is to have them show up at the wrong time that adds to the irritation aspect. Be aware of the timing and triggers of your pop-ups. 

Consider the ways in which visitors use certain kinds of web pages that you have on your website. When you engage with an article on a blog they are doing so by scrolling through the post as they read the article. 

If you’d like to capture your viewers when they’re interested, then make your pop-up appear after a person has scrolled halfway across the webpage. 

In the same way, you may notice that customers who stay on your pricing or product pages for longer than 30 seconds seem incredibly engaged as they take the time to read and think about their choices.

In this situation it is possible to create a pop-up using a time-based feature that pops up when a user has been on your site for a certain amount of time.

To understand what your visitors are doing on various pages on your website look into Google Analytics data including bounce rates and the average time spent on a the page.

It is better to use an application such as hotjar and Crazy Egg to keep track of users visiting your site to create heat maps of the places they scroll and click. This will help you get more insight into the way people interact with your website’s content.

Additionally, take into consideration the software you’re using to make your form. A tool such as Typeform can assist you in creating custom-designed and customized forms that are in line with your brand’s branding and increase conversions.

3. Make use of language that is specific, practical, and human.

The majority of pop-ups have the same layout. There’s an headline, a text for the body, as well as perhaps an image. That’s right you don’t have much real estate available.

This is why it’s vital to ensure that the text is perfect on the pop-up form. To do this, ensure that your text is precise, actionable and written by a human

• Specific: Define precisely what visitors are likely to receive if they click the pop-up. Don’t say it’s an instructional guide. Tell them that it’s a 10-page document that includes actionable advice. Don’t ask them to join your mailing list. Instead, ask for their permission to keep up-to-date on the latest current trends and news in the industry.
• Relevant: Make sure visitors know precisely what you want for them to complete. As opposed to “Click Here,” try “Download our Free Guide,” or, better yet, “Get my Free Guide.” Make a persuasive call-to-action that will motivate your customers to engage in action.
• Human: Remind users that there is a real human behind that pop-up. Make use of colloquial words in order to create forms that are more-friendly. Consider using “Mind if we email you twice a week? ” instead of the conventional “Join our email list?

4. Don’t mess up the mobile experience.

When creating pop-up forms, it is essential to think about the mobile. Since the majority of people access the internet via their phones these days, this can be costly omission.

For a smooth mobile experience and to avoid getting penalized by Google make sure you block your pop-up form for mobile or pop-ups that aren’t taking all of the screen on the mobile device.

A majority of pop-up programs already provide this kind of feature However, if the tool you’re using isn’t provide this feature, you might require a different solution.

 

How can I include popup forms to an existing landing page?

Popups can help convert more visitors to contacts. For instance, you can include a popup on your landing page if observe that

• The subscription rate is less than what was expected.
• Visitors leave the page without clicking elsewhere in the webpage.

Utilize the forms to draw viewers at their attention to your call-to-action. Let those who want to take action another chance to sign for your newsletter. Below are forms that you can use:

• A sign-up form,
• An exit popup,
• A popup for downloading,
• A fixed bar
• An image format,
• A scroll form.

You can modify the design by clicking any form area to change the style, text, and buttons. Also, you can conduct an A/B testing to see what converts better when you add various forms or styles to the pages.

Note: It is important to note that the forms allow you to collect the name of the visitor as well as email address. It’s impossible to add additional fields that you can customize or mark them as mandatory. Be aware that the forms won’t function on thank-you page pages and aren’t mobile-friendly.

 

Making popup forms available on the landing page

 

Fig: Making pop-up forms available for landing page

Popup forms can be added in the editor for landing pages. Once you’ve chosen an option the placeholder will be added in the page you’re creating.

It is possible to move it around However, we would recommend that you include the placeholder and then edit the form in the final step of editing the page.

1. In the editor for the landing page, move the mouse over the icon for Forms.

 2. From the Forms menu, double-click the Popup form icon to see the forms that are available.

                                                   

3. In the pop-up modal, select the icon for the type of form you wish to make use of.

 

Editing tools appear after you’ve selected the type you’d like to utilize.

4. Modify the form to your liking. Simply click on the wording and click to show an editing   toolbar. Double-click on the text to alter the text.

5. Modify Display settings.

To sign up for a form or exit popup for download popups, exit popups, as well as image form, must specify:

• Background: whether it should be dark, transparent, or light
• Time: how long before the form appear?
• Effect what should the form look to visitors?
• Replay the show how often it will appear to a potential visitor.
  
  

  Pop-up settings

• Location of the file (for download boxes only) The URL to the download file new subscribers download,
• Location of the file (for download boxes only) The URL to the download file new subscribers download,
• Location of the file (for download boxes only) The URL to the download file new subscribers download,
  

• Image (for images only) Double-click the default image and then click on the icon for image to launch Files or Images. Select the image you wish to use.

For a scrolling form and fixed bar, choose:

• place of the form appear,
• Effect result: how the form should look.

6. To ensure your form is in compliance to the GDPR or other agreements for processing data To ensure your form is compliant with GDPR or other agreements for data processing, switch the toggle to ON. 

It will be possible to add the consent fields that you’ve set up in your account will be accessible. Choose the fields you’d like to include in the form. If you wish to make one of the fields mandatory to be required, turn the button to ON. 

Every person who signs up will be able to sign permission to the data or marketing processing guidelines before being added to your list of contacts.

7. Click Save.

8. (Optional) (Optional) perform an A/B testing to determine which one converts better Follow steps 2-6 again for each variation of the landing page.

The form can be viewed before saving and publishing the page. This lets you see whether you’re satisfied with the way it appears in the webpage. To do this, select the Preview button located in the top toolbar in the editor for your landing page.

If you choose to modify or remove the form:

• If you want to edit your form, simply double click on the placeholder to access edit tools. If you’d like to utilize an entirely different form select the Choose another form link.
• To remove the form, simply click on the placeholder first, and follow by clicking then the Bin icon.

Monitoring subscription statistics for popups on landing pages

Contacts who have subscribed through popup forms are shown as having subscribed on the landing page on the form when it was added.

• To view statistics on subscriptions by methods for lists or lists, visit the Contacts tab, then Statistics and find the landing page. Find out more about statistics on subscriptions
• To find contacts that have subscribed to a landing page or to determine the landing page that converts best to convert more customers, you can use the advanced search. Here’s how to do it

Note: When using Marketing automation, the subscribe method that includes a landing page via conditions will include subscribers who sign by completing popup forms and then include it on the landing page.

 

Conclusion:

Now that you know the types of pop-ups and ways to create an effective pop-up forum create your own if you found this blog useful and want to read more then check out our previous blog on how internal linking strategies impacts SEO results in 2022.