Do you use the blog in your business? Heer’s how to increase conversions and generate more leads
Forms, contact forms and exit pop ups within a company blog can increase conversions and generate more leads. But only if…
There are a couple of sentences that have been buzzing in my head for a few days. The first is from Jonah Sachs and reads: “A good marketing professional sees consumers as complete human beings, with all aspects of real people “. The second is from the father of modern advertising, David Ogilvy and says: ” The consumer is not an idiot: he is your wife “.
Both are useful for introducing the theme I want to address today. That is, increase conversions and generate more leads through the blog.
We have talked about it other times. The Blog can be an extraordinary tool within a digital strategy, to find new potential customers. Only this time I do not want to dwell either on the contents or on the editorial plans, but on an aspect that is often underestimated: the presence of forms within the article, of sidebar and any exit pop-ups.
If you’re wondering, “but can a form or an exit pop-up really increase my conversions? “Know that the answer is yes.
And in the next few lines you will find out how this is really possible. But let’s proceed with order.
If it is evident the importance of creating content that deals with topics related to your products / services in order to attract the right target and optimize efforts, it is equally true that readers must have the opportunity to become part of your community and you have to put them in a position to perform the action for which you created that page.
Think about it a second. A user reads an article in your blog and finds it particularly interesting. Well! You have earned your trust…
Why not offer him the opportunity immediately to subscribe to your mailing and earn a contact really interested in your products and services? Or give him an eBook, an infographic or a discount voucher?
Many companies underestimate this aspect and do not foresee any possibility of contact within the articles because they assume that if someone wants to register they can easily do so from other pages of the company website.
It is a colossal mistake.
Even the business lives on emotions. If your article has breached the heart of a potential customer you don’t have to force it to look for ways to keep in touch with your company because this is not a simple “forgetfulness” but it becomes the best way to remove a customer. Remember that the consumer is not an idiot. Try to see it not as a user but as a real person. Immerse yourself. What would you do in his place?
… And just to be clear: in addition to making inroads into the heart and perhaps into the customer’s mind, you must then take it to the purchase. And getting into the wallet is usually less simple. We agree, don’t we?
Before, during or after? Where do I put the form…?
Yes but where?
The positioning of the form within the company blog is a detail that can make the difference. Of course there is no absolute correct position, my advice is to carry out tests to understand where to place it.
Let’s start by saying that forms can serve different purposes such as, for example:
- Subscribe to your mailing list
- Receive lead magnet or other content
- Request product updates or notifications.
- Register for a webinar or other event.
- Send their opinions in private
- Contact the sales or customer support
So, to get the maximum value, ask yourself first of all what the function of the form within the blog should be. Here are other ideas you could consider.
Inserting it at the beginning can be a good solution because it is immediately visible at the top, but you have not yet convinced your readers to take the action because they have not yet read your article.
Placing it at the bottom is a great idea, as long as the readers get to the end and read the whole article. Are you sure?
Placing it in the middle of the article could be an equally valid solution because it could lighten, even visually, the reading especially in the case of rather long contents. But you have to identify the most correct point to insert it, you don’t have to place it generically in the middle of the article but immediately after an extremely persuasive sentence or immediately before a fundamental passage.
Another solution, quite recently used, is to insert the contact form directly into the sidebar. This is because the forms in the sidebar are fantastic when you want them to always be visible on almost every page (depending on the configuration of your widgets). This way your users will be able to contact you from every page.
As you can see, there is no correct solution. However, there are tools that can help you and help you to identify, for each page of your site, the areas where users focus more and those that they ignore. The best solution, as I told you, is undoubtedly that of doing tests to understand which is the ideal positioning based on the type of form you want to insert.
But the point, what really makes the difference, is that all this must be customized based on the topics and services you offer. The textual content must be valid, of course, but it must not remain an end in itself if it can somehow become the pretext – or better the occasion – to generate more leads.
Exit Pop-Up: give yourself one last chance
When the user clicks the famous “x” or the red icon on his browser window is really over … Or maybe not.
You still have an opportunity to win over your client with an exit pop-up.
Personally, I am convinced that, if used correctly, these pop-ups are a good strategy because, generally, they are less invasive than the time-based pop-ups that prevent the reading of the article or anyway the use of the page content.
Can’t you find it too?
The pop-ups that usually appear when you arrive on a website even before you have the chance to read anything or after a certain number of seconds (or even while you are scrolling the page) can even be counterproductive because they annoy the user, while exit pop up no.
But that of outgoing pop ups is a delicate subject and we often divide ourselves between those who love them and those who hate them.
The most common objection is that exit pop-ups do not generate large conversion rates because they are viewed by people who are leaving that page.
You probably won’t convert right away but you will get some leads in your mailing list that you would otherwise have lost. In this regard, it is a good idea to disable the display of output popups for users who have already filled in the form or in any case performed the desired action.
But I’ll tell you more.
Exit pop ups are strict judges of your web pages. As soon as a user sees one, it means that the funnel you applied didn’t work as well.
Do you want the vast majority of visitors never to see your exit popup because your site is a perfect conversion machine?
Activate them and treasure what they “say” to you.
Angela Martin is a specialist in content marketing, she has a vast experience in writing different content on various topics. Currently she is associated top most Event Video Production Company In Dubai. In a meantime she also manage her own blog and reading books.