3 Website Elements That Convert More Leads

Posted by Brooke Hazelgrove

  Download our free guide: An introduction to growth driven website design

With a little tweaking, your website can be transformed into the ideal lead-conversion powerhouseYou’re staring blankly at two nearly identical objects in a store, wondering what the difference is between them. They stare back, just as blankly, as you try and weigh up the options in your head. You can’t have both - you need to just hurry up and pick one. But you don’t know which.

“That one,” says your friend, standing nearby. They point at the article in your right hand, and that’s all the nudge you need to help make a decision. You put the other object back on the shelf and the two of you head towards the shop registers, the problem task of choosing solved.

You might have been choosing a new shirt for a business function, or a cooking sauce, or trying to decide whether to go with branded or generic printer ink refill. Whatever the case, we’ve all felt the paralysis of a choice decision, coupled with the helpful nudge from an outside source before. They help us make decisions, and they can help your website visitors make that final jump towards lead conversion.

Today we’re looking at three different website elements that help provide that helpful nudge that can raise your conversion rate.


These guys generally cop a mixed reception. On the one hand, they’re kind of annoying, since they disrupt the browsing experience of the web user and have an old, but unsavoury association with spamming tactics of the early 2000s. On the other hand, they’re incredibly effective at boosting subscription and lead generation rates, because they force the website visitor to actively engage with the website, as opposed to passively consuming information.

There are a wide variety of pop-up styles that you can use to impact your website and raise lead conversion rates. Before you start to work on a finished product, here’s a couple things you want to consider:

  • You need to build and establish trust with your readers from before they navigate to your website. This should come through in your headers and meta-descriptions (which show up in the search engine results page), your standard page copy and layout, and especially in your pop-ups. When your pop-ups pop up, your website visitors need to be assured that the website element isn’t going to do something bad. Doing things like keeping a consistent theme in copy, font, colour, and CTA button between your pop-up and the sidebar CTA on your website will work to this end.
  • Your pop-up will need to be clearly labelled, conveying to the reader what value they have on offer, and just where the call to action will take them, as well as how to exit the pop-up, should they not wish to interact with it. It’s important that your value propositions should be emphasised in your pop-ups, because if a visitor cannot see why they should follow through on a pop-up CTA, they’ll just click away.

Live Chat

The live chat is a handly little tool that functions in a nearly identical manner to the buddy in the shop illustration I used earlier. It has the ability to function independently, but also connects back in with your staff to connect the website user with a real person on the other end, should the questions being asked overreach the ability of the live chat to immediately answer.

Live chat can boost reader engagement with your website, as well as time spent on website pages (which is a good thing for your website’s SEO), as well as improving your conversion rates.

In order to make the most of a live chat function, you could do one of these things, or all of them:

  • Applying a proactive logic to your live chat. Doing so will allow your live chat program to  respond to half-filled forms or abandoned shopping carts. These situations can happen because a user has gotten distracted and clicked away, had a concern that couldn’t immediately be resolved (‘wait, is that free shipping US-only?’), or some other problem. A proactive chat can jump in if the loaded page goes for a long time without having activity, or if the visitor looks like they’re going to navigate away from a form or shopping cart, helping provide the nudge needed to restart, or the hard-to-find-but-simple-to-answer to the burning question. As long as this website element isn’t too disruptive or obnoxious, it can help a reader to find an acute solution for their problem.
  • Study your buyer personas closely when you develop the answers for your live chat program. Checking out the priorities and concerns of your ideal customers will help you develop a range of answers for many of the commonly asked questions your buyers will have.

Active Calls-To-Action

Question: how many of your content readers get all the way to the end of your page before clicking away? It’s kind of a depressing statistic to look into, because the answer is not a whole lot. Exact numbers range, but it’s between 50-25% of readers who read the last half of an article.

This isn’t great news if the only CTA on your page is the one at the bottom. That 75% of readers are missing out on your marketing offer, and you’re missing out on connecting with them and converting them to a lead. The solution at hand is the slide-in CTA, or the active CTA. These website elements are cousins of the pop-up, and can be less obnoxious again than the pop-up. They can also be less effective, but that’s subject to your buyers and how they react to the separate elements.

Here’s a couple of ways you can incorporate the active CTA:

  • Have a time-based CTA. These will wait a certain amount of time before appearing on-screen.
  • Have a scroll-based CTA. These won’t appear until the reader scrolls a certain length down the page.

The main difference between an active CTA and a pop-up is that the call to action won’t obstruct the view of the website for your readers. If you want to suggest a relevant offer and invite your reader to take action on it, it will slide in at the bottom of your page and unobtrusively suggest what you want them to see at the bottom of the page.

An active call-to-action effectively helps safety net your readers, raising your odds on converting potential leads who would be a good fit for your company but who are unlikely to read your content in its entirety (although this is a sign of disengagement, it shouldn’t be taken to heart. Our text media is subject to skim-reading, and this has carried through from the days of print articles to the digital age as well).

Because seeing a real-world example seems to be the best way to clarify what I’m talking about, here’s a pop-up with clearly-labelled CTA vs an active CTA. You’ll notice that the pop-up completely obstructs view and access to the website, whereas the slide-in CTA is a little more subtle in making itself known.

Pop-up CTA example

Slide-in CTA example

You may be after a call to action that is pointed and punchy, or you may be after one that’s a little less noisy and gives more of the suggested nudge before your readers head off to social media to retweet the article. Select (and test!) the solution that will best meet your needs.

A Word Of Advice In Closing

These three website elements all have the potential to boost your lead conversion rates, and should be considered when you’re looking for ways to improve user engagement with your website.


I would not recommend using all of these methods at once. Each is successful because it is just a little bit intrusive, and helps nudge your potential new lead in the right direction. Putting all of these elements on a single page may prove to be overwhelming and annoying for your readers, and be more of a put-off than something that is helpful.

When you’re looking to apply one of these to your website and you’re not sure yet which one would be right for you, it might be time to employ some A/B testing. Trial one of them at a time against a control number, and see which ones convert more leads for your business - they all have different strengths, and your buyers will respond to each one differently. Testing and experimentation over a given period of time will give you a good idea for the solution that will best match your needs.


Download our free guide: An introduction to the next generation website

Topics: Website Design

Download our free guide: An introduction to the next generation website

Search our Site

Recent Posts