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Inbound Marketing Insights

How Calls-to-Action & Pop-Up Forms Will Improve Website Conversion

Posted by Elyse Flynn Meyer | 3 Minutes to Read

You may be wondering how to attract visitors to your landing pages through calls-to-action, or improve your conversion rate through pop-up forms. Both are great ways to improve your conversion from a website visitor to a known contact or a prospect you can follow up with now by email. Let's review how you can strategically use both of these tactics as part of your inbound marketing strategy. 


One of the most common and effective ways to improve your conversion is through calls-to-action. A call-to-action is simply a digital button that you place on your marketing assets, including your website, emails, and blogs, which will direct people to your landing pages. Once a visitor clicks on the call-to-action button, they visit your landing page. From there, they then decide if they will submit their contact information to access the specific piece of content.


CTA Example-1Calls-to-action should have action-oriented text such as, "Download the eBook." The call-to-action button can also include imagery of the piece of content and some introductory text, so it's clear what the visitor will receive when they click that button. Call-to-action buttons should also be easy to locate on your website.


On average, adding a call-to-action button to every page on your website improves the conversion rate on that web page or email by 8% - 27%. This is a key element of any lead generation strategy. If you build a landing page without a way to access it, you won't see leads enter your pipeline. 

Pop-Up Forms

Another great way to capture leads is through pop-up forms on your website. You have probably seen these pop-up forms when you have visited websites. You can do a great deal of targeting with these forms to engage with the right audience. Here are a few ways to leverage pop-up forms for lead generation:

  • Exit Intent: You can target individuals who are just about to leave your website. These are called "exit intent forms." When someone hovers over the browser window to exit your website, a pop-up form will display to that visitor. This is your last chance to engage the visitor before they leave your website. The pop-up form should provide the visitor with a content-driven offer, not a sales-driven offer. You can offer the visitor an eBook, a checklist, or the opportunity to subscribe to your blog.
  • Sales-Driven Slide-In: You may want the visitor to connect with your sales team on some pages. For example, if a visitor is on your pricing page or case study page for more than 30 seconds, you can display a slide-in form on the right or left side of the page, asking if they want to schedule a consultation. This is a great way to target visitors who are most likely ready to speak with your team.
  • Drop-Down: You can also have a form drop-down from the top of your website. This type of pop-up form eliminates any potential distraction to your content while still providing a form and content offer for visitors to engage with on the page. You can promote a content offer or an opportunity for the visitor to subscribe to your blog with a drop-down form.

Here is an example of a pop-up form on a website. You can see that when the visitor views the pop-up, they will click, "Access Your Copy of the Workbook." From there, a short form will display asking for the visitor's name, email, and company name. Once the visitor converts, they can access the content directly.

Pop-Up Example

A combination of strategically placed calls-to-action and pop-up forms that are used at the right time can significantly improve your conversion. By doing this, we helped one of our clients improve their conversion by 327%! Remember, you must give your website visitors an easy path to connect with you. If you don't, they will abandon your website and likely start looking at your competitors. Use calls-to-action and pop-up forms to convert your visitors to contacts so you and your sales team can actively follow up with these individuals. 

Are you looking for ways to optimize your inbound strategy? The "book "Mastering Inbound Marketing: Your Complete Guide to Building a Results-Driven Inbound Strategy," written by Elyse Flynn Meyer, Owner & Founder of Prism Global Marketing Solutions, covers every aspect of the inbound marketing methodology, including the revenue generation trifecta of marketing, sales, and the customer experience. Check out the book to see how to most efficiently and effectively develop, implement, and maintain your inbound strategy. 

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Topics: Mastering Inbound Marketing

Elyse Flynn Meyer

Posted by Elyse Flynn Meyer

Elyse Flynn Meyer is the Owner and Founder of Prism Global Marketing Solutions, an inbound marketing agency and HubSpot Platinum Partner based in Phoenix, Arizona. Elyse is the author of the book, Mastering Inbound Marketing Your Complete Guide to Building a Results-Driven Inbound Strategy. She is a frequent contributor to Forbes on digital marketing, and was named Marketer of the Year by the American Marketing Association.