How do we find a creative, successful way to snag email addresses from our prospective leads in an age where every website pops up at you, drags down at you or slides out from the left?
Consumers feel bombarded by the means companies use to collect their data, and as they are realising how valuable this data is, less people are willing to give up that sacred email address.
So what does this mean for the sales team that is trying reach their new lead goals for the year? If only we could find some illuminating data for our issue, data that you could use to boost your compelling content, strategic lead generation forms and overall lead generation strategy.
Thank you Hubspot.
Hubspot has recently published findings from their team at Privy, who took a look at six months worth of
data across 5,000 of their most active users. As a result, they were left with a ton of interesting email capture trends and takeaways.
We have summarized their 5 key points here:
1) ‘Enter to Win’ campaigns offer the most incentive to join your email list.
Incentives are the key in converting traffic to sign-ups. This can be through Sign-up campaigns, offer campaigns, and most importantly Enter To Win campaigns.
According to Privy’s research, ‘enter to win’ forms converted at an average of 15%. This statistic is intuitve to an extent for marketers, as it reinforces the basic human desire of winning anything at all really. If this is the most significant extrapolation from this data, the implications are that marketers need to show how consumers also “win” from using their service.
2) When it comes to display style, banners outperform bars and pop-ups.
Banners, Bars and Pop-ups are three of the most popular display tools for marketers – so what is the difference between these three and what works best?
Pop-up: This sort of display type suddenly appears out of nowhere (customers also might react with an annoyed close button), flying from the corner or suddenly appearing in the middle of the screen.
Bar: A full width bar generally positioned at the top of your site, or at the bottom.
Banner: This type of display typically sits hidden at the top or bottom of a page until it is triggered, scrolling
According to Hubspot’s results, the banner reigns supreme out of these three strategies. The bombarding nature of the pop-up and subtle style of the email bar meet a happy medium with the banner.
3) Tab CTAs delivered higher conversion rates than both time-based and exit-intent CTAs.
Call to Action (CTA) triggers are another powerful tool in converting traffic into leads. Of these triggers Privy looked at three basic types:
Timer: A trigger will appear after a certain amount of time a user is on the site.
Exit intent: A trigger will appear when a user seems to be closing or changing web pages e.g. when the mouse cursor deviates towards the X button.
Tabs: A trigger appears on the side of the page to lure users into expanding the tab.
Based on the findings, tab triggers saw a 32.43% conversion rate, which was dramatically higher than the other types.
Basically the reason for this is action – people who click on the tab trigger are proactively searching for information and will be more engaged then people who are surprised by an exit or time based trigger.
4) Device specific design and targeting can make a big difference.
This conclusion is relatively straight forward. Contemporary customers expect to see modern content on modern interfaces. When a marketer is utilising lead growth campaigns on different interfaces, the style and design of the products and tools in these campaigns should be different and customised for each type of device.
5) New visitors are more likely to convert than repeat visitors.
Love your new visitors, they are twice as important as your old ones according to the research. Who said brand loyalty brought in the most conversions.
You’re off, grow!
Here at CommercePipe we know that data is everything. We are excited to see how these results will help us, and you, in your lead generation techniques – for emails especially. Get strategising!