Good morning! Thank you in advance for your advice, our team is experiencing strange trends in form submission after updates to form settings.
I am a marketing specialist and use Hubspot to run a pop-up on our website, with the goal of collecting email addresses for marketing purposes. Our pop-up has been running for many years with a pretty steady submission rate besides a big spike in 2021 caused by a website update (see below.)
My question area is highlighted in the image: we turned off the form completely - for the first time in almost 5 years - in May 2022. It was off for about 2 weeks.
We then turned the form back on. At this time, I noticed settings had changed in the Callout and Form section that impacts the way the pop-up works. Specifically, users experience the callout pop-up window in a specified design and color, very adjustable in the settings. Before, they would click the callout button and the callout button would simply turn into a form field. Now, when they click the callout button the entire callout window turns into the ‘form’ window, which looks different. It is sort of a new page loading inside the pop-up window.
As far as I can tell, this new form window can’t be adjusted to match the ‘callout’ window exactly. This creates a slightly different user experience than before, and I’m curious if this could be causing our submission decline or if anyone else has experienced something similar?
I would like to add our subject matter experts to this conversation to see if they have experienced similar behavior.
Hi @johnelmer, @Aakar, @danmoyle - Have you experienced a dip in form submissions in the past few months? Do you any have lead generation form advice or co for @besszafran?
Hey there @besszafran. The change in user experience seems like a pretty likely culprit for the dip in submissions. Did the location of the pop-up change? Or the behavior triggers (like exit intent or 50% scroll)? I personally have not seen any changes in pop-up forms in our HubSpot instance, but we aren’t currently using many.
@besszafran do you happen to have a screenshot of what it looked like before the change compared to how it looks now? I’m curious what could have changed in the settings. As @danmoyle said, I haven’t seen a major product change in that time period for pop-ups, so I’m wondering if it could be something else, or maybe you weren’t in a beta previously.
Regarding timing of a product change to pop-ups, is it possible that the product change happened long before this past May…but since we hadn’t touched the form at all, old settings were ‘grandfathered’ in?
I agree that it would be very helpful to clarify what the change looks like on our end, and show a before and after. Unfortunately, we can’t think of anywhere we have a recording of someone interacting with the original pop-up, so these screenshots are from the current one…I think they can still give you the idea.
Before the change, the popup looked like the FORM page (without a callout page proceeding it.) ie: the form sort of looked like this:
Original form looked like THIS - email form AND submit button on same page
Now, it seems in order to have a form collection step, it is required that we also have this preface screen you see below: called a ‘callout’. This shows before the above form.
There doesn’t even seem to be many options to customize the look of the callout to make it a little more cohesive with the form step. I believe the users having to interact with the multiple steps/looks of the callout page --> form step is causing the decrease in submissions.
I don’t think I’ve seen it look like just a single form step since the very beginning, and once the other options were added, the initial “intro” screen was added.
To be honest, it’s when we stopped using these pop-ups at my last company, our signups from the banner and slide in dropped from a steady stream to none almost over night.
There are a ton of ideas in the community about pop-ups, none of them seem to be asking for what you’re looking for. I recommend adding your idea there (and share it back with us so we can upvote).
