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Let’s go back about 8 months, to a growth team meeting in the Wishpond boardroom. We’ve defined a new KPI: leads.

Which makes sense - we want to start drilling down on turning our 250,000 monthly readers into subscribers and, hopefully one day, customers.

So we double down on our ebook promotion efforts. We drive ads to landing pages, add links to our blog posts, and create popups to encourage ebook downloads.

And, on our journey to generate more leads we discover something pretty interesting: Our click popups convert 33% better than our landing pages for the same gated content. How? Why? Well, to explain that, we’ll have to start right at the beginning...