In order for the pop-up to work, and get users to complete registration, it should not look like advertising. Instead it had to have the look like a ‘help facility’ from the bank itself. This would not only improve registrations but also complement brand perceptions in terms of customer service. The pop-up was therefore designed in the style of the bancomer.com web site, allowing the medium and the message to effectively to become one.

• After the introduction of the pop-up, completed registrations increased by 52%, and cost per lead on new account openings was reduced by 31%. • 75% of all users gathered on the database went on to complete registration. • Bancomer also used evidence from pop-up responses to justify investment in new servers.