Objective
Website pop-ups work. For Twenty-First Digital’s clients, pop-ups remain the number one source for email acquisition - accounting for 50-70% of all new newsletter sign-ups.
Newsletter list growth is a top priority for publishers as they transition to digital products and drive revenue through subscription sales. Twenty-First Digital has seen success on the HubSpot platform by employing native pop-ups but has been curious if something else could work better.
Would it be possible that advanced creative, language, and call-to-actions could further increase the capturability of site pop-ups? Can we take it to the next level?
Strategy
- Twenty-First Digital engaged a new tool that plugs directly into a client’s HubSpot account, passing email addresses into HubSpot workflows in real-time.
- As partners, Twenty-First Digital and the client team agreed on a revised pop-up design. This included leveraging historical learnings from the account and pairing novel creative ideas.
Tactics
Customization
- With this new tool, the following elements can be customized within your pop-ups:
- Logo
- Background color
- Font
- Pop of color
- Image
- Headline/color
- Body copy/color
- CTA language
- CTA button color
- Success window copy
Execution
- Center, Slide In, and Exit Intent pop-ups used in the past can be directly translated to compare data adequately.
- For the test, TFD built the pop-ups with the exact targeting, audience, and segmentation as the control group.
Control Pop Up vs. Customized Pop-Up
Results
As it turns out, the look and feel of your pop-ups matter as much as the copy.
The initial client who experimented with this tool experienced a 184% increase in conversion rate versus HubSpot pop-ups.
As we continue to roll out customization tools on HubSpot for additional client partners, we encourage you to take a look at your own on-site acquisition efforts and ask how variability can lead to improvement.