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Inbound Marketing Insights

How to Use Pop-Up Forms in HubSpot for Lead Generation & Reconversion

Posted by Elyse Flynn Meyer

Pop-Up FormThe trend of pop-up forms on websites for lead generation and lead reconversion is becoming increasingly popular. When these pop-up forms are used effectively, they can be incredibly successful tools to help increase the engagement on your website. The key is that they have to be used as part of your cohesive digital marketing strategy.

Are you wondering how you can best utilize pop-up forms as part of your lead generation strategy? If you're using HubSpot, you'll notice that in your Forms, there is an option for Regular forms and Pop-Up forms. Pop-Up forms from HubSpot are a lead generation and conversion rate optimization tool for digital marketers. With Pop-Up forms, you can create custom forms to help engage your website visitors, increase your web leads, and reconvert returning visitors.

Here are a few examples of how you can leverage Pop-Up forms as part of your digital marketing strategy:

  • eBook & Whitepaper Downloads: You can use Pop-Up forms to promote top-of-the-funnel content to your prospects when they are on your website. It's safe to say that a lot of people may never land on your dedicated landing page for your eBook, whitepaper, or other content offers, but if they are already browsing your website, this is a great way to get your lead generating content in front of them at a time when they are most interested.
  • Demo Requests or Connecting with Sales: If you're using HubSpot, you probably have an idea of the pages on your website that generally convert visitors to leads. Or if you're an e-commerce business, you understand what pages are critical to capturing that sale. Using Pop-Up forms, you can deliver a targeted offer if you see that someone is on a page for a certain amount of time, but isn't converting. For example, if your analytics tell you that a visitor is on a high-converting page for 45 seconds before they bounce, you should consider delivering pop-ups at that time to give them a re-engagement opportunity before they leave.
  • Event Registrations: We tested this for both in-person events and webinars to drive registration numbers, and the use of Pop-Up forms has had fantastic results! This is particularly useful if you place the call-to-action on the pages on your website that are going to be most relevant to the event. We've seen over 50% conversion on these types of Lead Flows.

    Here is an example of the analytics from a pop-up that was live for just one week promoting a webinar. It was targeted on specific pages of the website to make sure the webinar was relevant to a particular website visitor.  You'll see a 21% click rate to the form, and a 69% conversion once someone views the form.

    Pop-Up Metrics
  • Blog Subscribers: This is probably the most common use case for Pop-Up forms on websites. Since this is more of a generic call-to-action, there are several ways to do this. The first is an exit intent pop-up box. If you know that someone is going to be abandoning your website, you can deliver them an exit pop-up to ask them to subscribe to your blog to stay updated. In addition, you can have a drop-down call-to-action that is a bit more subtle, and can be placed on specific pages of your site, or your entire site.


Wondering how to get started? Here are some tips to keep in mind when setting up your Pop-Up forms in HubSpot:

  • Targeting: Be sure to target the appropriate pages on your website for your respective Pop-Up forms. Every form doesn't need to be on every page of your site. You need to make sure you look at the goal of the website page or landing page, understand why you're thinking of using a Pop-Up form, and who your target persona is on that page.
  • Triggers: Ensure that your flow triggers are appropriate. You can trigger a pop-up on exit intent (when someone is about to leave your website), based on how long they have been on a page, and more. Think about all of these variables to make sure that you are triggering the pop-up to the right audience at the right time. In HubSpot, you can also exclude the pop-up from displaying if someone has already downloaded that particular offer or taken that specific action.
  • Devices: There are options for you to disable the Pop-Up form on mobile devices in HubSpot. In general, I would recommend this unless your site is almost entirely visited on a device other than a desktop computer. The reason is because it can be interruptive on a phone, and may cause people to bounce instead of the ultimate goal of converting. Having a pop-up on mobile can sometimes have a negative effect on your SEO efforts.
  • Follow-Up: You need to ensure that you are tracking who fills out your Pop-Up forms so you know which automation workflow(s) is most appropriate for your contacts. For example, you may need to update contact properties based on the Pop-Up submitted, or send them a follow up email. This is important to build into your overall strategy so you make sure these leads are being treated like any other landing page lead and they are getting delivered the content they have requested.


As you can see, the opportunities are endless with what you can do with Pop-Up forms. This gives you yet another way in HubSpot to convert your website visitors into leads to build your top-of-the-funnel pipeline, and then nurture those contacts in marketing qualified leads and ultimately customers.


If you want to learn more about how to leverage Pop-Up forms as part of your strategy, you can schedule a complimentary inbound marketing consultation with our team.

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Topics: Inbound Marketing, HubSpot

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 Diamond Partner based in Phoenix, Arizona. Elyse is also a HubSpot Accredited Trainer, author, and contributor for Forbes.