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Inbound Marketing Insights

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

Posted by Elyse Flynn Meyer | 4 Minutes to Read

When you have several content offers, it’s essential to add a call-to-action button or pop-up form on every page of your website. It may seem like a big undertaking, but it will dramatically increase your conversion rate and the number of new leads. By adding a conversion element like a call-to-action button or a pop-up form to your website’s page, you direct the visitor to the action you want them to take on your website and eliminate any guesswork for the visitor. Think about how many more leads you could receive if you simply add a conversion element to each page of your website. 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. 

BONUS: Live Chat & Chat Bots

A popular way that people like to engage with your digital channels is through chat bots and live chat. People want instant gratification, so answering their questions in real time will help convert visitors into qualified prospects. For example, if a visitor lands on your website and is looking at your pricing page, you may want to have a live chat pop-up where a sales team can chat with the visitor to answer questions and schedule a discussion. Your live chat would be managed by an individual chatting back to the prospect in real time. Another scenario is that a website visitor may be on your FAQ page. You don’t know how qualified the person is at this point, so you may want to introduce a chat bot that can ask them a series of qualification questions through automated software tools, giving the visitor potential next steps. You could send the visitor to a helpful article, provide them with an eBook based on their responses, or connect them with someone in sales if they are a qualified prospect. There are many opportunities to generate leads through live chat and chat bots so you can capture the prospect’s information when they are engaged on your website.

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.