Build Relationships (and Customer Lists) with Simple Lead Gen Popups

At its simplest, building your email/sms list gives you the ability to market your products and services on your most effective and cost-efficient communication channels. Beyond that, the information you collect through lead capture forms is first-party data – the most actionable information you have about your customers and clients. This is data you can use to understand customer/client behaviors, activate retargeting ad campaigns and otherwise engage with an audience that’s already receptive to your message.

There are plenty of straightforward ways to implement lead capture forms, depending on your marketing tech stack and business needs. WordPress users can leverage plugins like OptinMonster or Thrive Leads for easy integration and customization. Platforms like Salesforce, HubSpot, Klaviyo, and Mailchimp come equipped with built-in form builders that embed seamlessly into your site. SMS tools such as Twilio or Attentive offer similar functionality. With varying levels of complexity, you can select a solution that aligns with your marketing strategy and technical setup.

While there’s no one-size-fits-all approach, here are some general guidelines to follow:

• Place forms above the fold: Ensure forms are easily visible without scrolling so visitors don’t miss them.
• Use a clear and compelling CTA: Keep your call-to-action concise, action-oriented, and benefit-driven, like “Unlock 10% Off” or “Join for Exclusive Offers.”
• Limit the number of fields: Reduce friction by asking only for essential information, such as an email or phone number. For businesses with varied audiences, adding simple selection options (like gender checkboxes for an apparel retailer) can be useful.
• Keep it mobile-friendly: Make sure forms are easy to complete on any device, with large fields and buttons optimized for touchscreens.

To capture leads effectively, you’ll need to offer visitors something valuable in exchange for their contact information and marketing consent. Common incentives include whitepapers, ebooks, or simply the promise of exclusive brand content. For ecommerce sites, however, the incentive strategy requires thoughtful consideration.

Many ecommerce brands offer first-time signup discounts, which can be an excellent way to welcome new customers. However, it’s important to weigh the impact of these discounts on your profit margins. In some cases, a giveaway might be more cost-effective and engaging.

For instance, a kitchenware brand we work with generates approximately $200,000 in monthly online sales but spends around $5,000 per month on welcome discounts. Instead, running a giveaway for 45 days—offering a New York culinary experience (including airfare, a hotel stay, and a private cooking class) for about $4,000—proved more financially sound. Additionally, this approach created fresh content opportunities across social media, email, and PR.

If you decide on a giveaway approach, consider partnering with complementary brands. Using the kitchenware example, they might team up with artisan knife and cookware brands. This collaboration not only shares the cost of the prize but also leverages each brand’s marketing channels. As a result, all partners can gain new subscribers who are already interested in their niche products.

Sustainability is becoming a priority in all sectors, including web design. Designers are increasingly adopting practices that reduce the environmental impact of digital products. This includes optimized images and assets that require less energy to load, sustainable hosting solutions, and designs that promote or facilitate eco-friendly behaviors among users.