For the final post in our series on landing page, let’s explore the lead generation form. While there’s nothing wrong with using a standard lead generation form, you may find more success by testing different ways and places to present the form to visitors. Three techniques are standing out when it comes to boosting conversions: Overlays, lightboxes, and exit intent pop ups. Learn why these work and how to implement them on your landing page.
Using Overlays on Landing Pages
Overlays bring up a separate window that contains your call to action. In a study using a debt consolidation website, an overlay helped increase conversion rates by approximately 63%. This particular overlay reduced distractions on a landing page that was very text and image heavy, used color and white space to capture the user’s attention, and then honed their focus on conversion. These are some of the key reasons why overlays can increase conversions on a low-performing landing page.
Many landing page toolkits allow you to create overlays for your call to action. Experiment with an overlay to see how many more conversions you’ll get from one simple tweak.
Using Lightboxes on Landing Pages
Lightboxes open in a separate window, darkening the landing page copy to hone your focus, hence the name. Since lightboxes simplify your landing page, they’re often effective if you have a copy-rich landing page.
Because they affect what’s bright and dark, lightboxes naturally draw a website visitor’s attention toward your call to action, contained in the lightbox. Lightboxes also work well if you have several options for conversion, if you need to spell out the differences between opt-ins, or to showcase any useful information that would affect a visitor’s decision to convert.
If your website visitors are spending a lot of time on your landing page, but they are not converting, a lightbox can help them focus and present the CTA where it’s impossible to miss. To find success with lightboxes, place your lead generation form in a user-triggered lightbox and leave several CTAs on your landing page copy. This style of lightbox lead gen form is particularly effective because it makes website visitors feel like they retain control of the decision to convert. When they feel like it’s their choice, they are more likely to convert.
Using Exit Intent Pop Ups on Landing Pages
Exit intent pop ups analyze website visitor behavior to serve the lead gen form when a visitor seems likely to close the page. This creates a sense of urgency that can tempt a user to convert, rather than leave. Exit pop ups also misdirect users, who may be overwhelmed or want more time to think. By interrupting them with a single, simple action (conversion), the exit intent pop up can boost conversion. This technique gives you one more chance to either counter objections or “sweeten the deal” for reluctant users.
The overlay here is the same concept as the one above. The key difference is in the exit-intent technology, which automatically detects when a user is about to navigate away from your page and serves the overlay at the right time. Since urgency and disruption are pivotal to the success of an exit-intent pop up, you must be brief and compelling. Stick with a concise headline, tag line, and image that reinforces your message.
As with other elements of your landing page, test these tactics to see what works best for you. Time spent trying out different techniques more than pays you back with increased conversions, a higher ROI, and greater profitability and brand awareness.