Guide to pop-up forms

Many people seem to dislike pop-ups while browsing the web, so then why are pop-up forms such a good channel for lead generation and website navigation? Here we explore the reason why pop-ups are worth your consideration.
Guide to pop-ups

Why use pop-ups?

Pop-ups are great when used correctly (and sparingly) due to their ability to appear on specific pages, materialise in a variety of different ways, and even target specific viewers.

A pop-up can be a lot more than just an annoying ad that sneaks its way onto your entire screen covering the real content you want to see. It can be a great way to subtly get people on your website to subscribe to your newsletter, or to drive them to a pricing page.

Let’s cover the types of pop-ups that you could use on your website, and the benefits of each format.

Lead generation

Pop-ups, with the help of CRM (Customer Relationship Management) software such as HubSpot, can be used to generate new leads by having a simple email form field which a user can fill in, in a matter of seconds.

Pop-up forms differ from traditional forms in that traditional forms can be quite overbearing for a contact landing on a page, and the forms will generally have multiple fields which can create friction between the contact and your sign up process. 

  • Pop-up forms can be small, simple and non-interruptive to the user experience.
  • These forms can be interpreted by the contact as a “skip the long form” option and provide a much easier way to achieve their end goal.
  • A user doesn't always have to give over a lot of personal information in order to access your offer.
Guide to pop-ups

Website navigation

Pop-ups can also be used to provide users with helpful information and direct them to helpful pages on your website.

For example, you could have a product page on your website that has a pop-up with a link to your pricing page if they have been on the page for more than 10 seconds. 

  • Pop-ups can keep a contact engaged on your website by linking them to multiple pages.
  • They can provide additional information on specific pages, as well as send the contact to gated content pages on your website as an additional lead-generation avenue.
Guide to pop-ups


With the help of CRM software, pop-ups can be extremely targeted. For example HubSpot will allow you to:

  • Place individual pop-ups on specific pages as well as hide them on others.
  • Only have a pop-up appear on a website page when a specific contact views the page.
  • Have pop-ups only show to people browsing from a specific country or device type.
  • Show pop-ups when contacts try to exit a page, spend a specific amount of time on the page, or when the contact has scrolled a certain amount down the page.

This type of targeting adds a deeper level to your marketing because it will allow you to have specific content shown to specific people and thus give you a higher chance of reaching your desired level of engagement through personalisation.

Guide to pop-ups