Here’s a few rules we followed when crafting our new CTAs and popups:
- Less is more: We drastically reduced the copy on the majority of our content upgrades. We found that if we were able to communicate benefit in the CTA itself, conversions on the popup didn’t decrease even when the popup itself had no copy.
- Form mimics content: As you can see, we have two considerably different CTAs built using Wishpond. We did this to communicate the differences between our content upgrades. For our simple PDF content upgrades, we created a simple text-dominant CTA with a pink line to help them stand out to readers scrolling through a blog post. For our “bigger” gated content (like our Instagram Marketing Kit), we put together a brighter, more “complete” looking CTA to differentiate it from our normal content upgrades.
- Separate call-to-action link within CTA: A CTA within a CTA? Instead of linking our entire CTA text to the popup, we created a new link saying something like “Get The Free Guide” to jolt viewers to attention and focus their intent.
- Clean, simple design: Let’s be real – our old popups weren’t the prettiest things around. We cleaned up our design to give our new CTAs and popups a streamlined look that fit into our existing visual identity.
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