Driving Lead Growth with Contextual Pop-Up Implementation
The Objective
To improve lead conversions on two key website pages — a content page and a calculator page — by introducing non-intrusive, Google-compliant pop-ups designed to capture user interest without disrupting the experience for a well-known Life Insurance Brand
The Challenge
While both pages attracted decent traffic, they showed untapped potential in converting visitors into leads. The goal was to test if a strategically placed pop-up could increase engagement and lead capture without affecting user experience or page performance.
The Solution
1. Pop-Up Strategy Aligned with Google’s Best Practices
- We implemented subtle, mobile-friendly pop-ups on:
- A high-traffic content page
- A key calculator tool page
- These pop-ups were:
- Timed to appear based on user engagement (e.g., scroll depth or time spent)
- Designed with a clear value proposition (e.g., “Get a personalised quote” or “Speak to an advisor”)
- Lightweight and non-disruptive, in line with Google’s UX and interstitial guidelines
2. Performance Tracking & A/B Testing
- Lead submissions were tracked separately for both control and variant versions of the pages
- Pop-up copy, CTA placement, and triggers were iterated during the test period for better optimisation
The Result
After a controlled implementation period, the impact was clear:
4%
Improvement in Leads from the Content Page
13%
Improvement in Leads from the Calculator Page
This uplift confirmed that small, well-placed CRO interventions can have a meaningful impact on lead generation without requiring major design changes.
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