If you’re like most marketers, you want to know as much as possible about your subscribers.
After all, the more information you have, beyond a name and an email address, the easier it is to send better, more personalized emails, and therefore, drive more clicks and conversions.
The problem, though, is asking more questions means greater friction resulting in far fewer conversions.
And I mean FAR fewer.
We found from our research of 10+ billion popup sessions that popups
with two input fields convert better than popups with three input fields by a whopping
206.48 percent.
Of course, sometimes you WANT fewer conversions. If you’re selling expensive products, it’s better to have 1,000 quality buyers that love your products, than 10,000 that don’t and return them.
So, does that mean it’s impossible to achieve a high conversion rate AND learn more about your customers (without seeing a drop in lead quality)?
Not exactly.
In our experience, the most effective way to get more information from subscribers and get more sales, without seeing a drop in conversions, is to use multistep popups.
These are popups that capture the visitor’s email in the first step (or form), and then collect more information in the second step such as preferences.
We also found from the above research that popups with a second step see a staggering 76 percent of its subscribers input more details.
Let me share an example.
Suppose you run an online store selling exercise equipment. You want more high-quality leads, so you run a competition offering visitors the chance to win 1,000 DKK (around $146) in in-store credit.
To do that, one approach would be to first invite visitors to click a teaser.
Then, in the form, you could ask for the visitor’s name, email address, and gender.
Finally, in the second step, you could ask for the visitor’s category preferences such as yoga, running, weights, and more.
With that information, you could then send emails that are relevant to the visitor’s interests, and thus, increase the likelihood of them becoming a buyer.
Here’s what you need to do now.
Decide what information you need to send better, more personalized emails. If you’re a SaaS, that might be “company” or “company size.” If you work in e-commerce, that might be “gender” or product categories, as seen above.
And that’s it!
In the next email, I’ll share how to get more leads on mobile without hurting the browsing experience or annoying Google.
Best Regards
Sam Thomas Davies
Head of Content