Signing new people up to your mailing list is an important task of your email list maintenance routine. Offering something of value to potential email contacts and including a sign up form on landing pages, have both proven to be highly effective.
By optimising your subscription forms, you can improve your business’ website conversion ratio and generate more leads. This should then lead to greater sales and the potential for business growth.
Here are several tips on how you can optimise your subscription forms and see better results:
1. Move Your Form
Many of your website visitors will not read all the page’s content. Most will abandon the page before they have to scroll down the page. So while your visitors may share your content or even move to another page; if you don’t have visitors completing the signup form, the page has failed.
Therefore, the first option is to move the form so that it is above the fold and more visible to everyone who lands on the page.
There are a number of different ways you can encourage individuals to complete your forms. Calls to action are extremely powerful at helping guide your visitors. To make these more effective; make the call to action the headline on the webpage.
3. The Number Of Fields
The shorter your signup form, the more conversions you will have. At the same time, you’ll decrease the value of your offer if you don’t request enough information. So when designing your subscription form, think carefully about what information you really need and what the consumer will expect you to request.
There are a couple of aspects which can also help you decide how long the form should be:
a. The offer’s position in the buying cycle: the further down the sales funnel the more information you’ll want. If you are requesting information towards the top of the funnel, you’ll only need a name and email. Later on in the sales process you might want more information like company size and revenue.
b. How many leads you generate: if you have too many leads to process, then you should use lengthen your forms to decrease the response but increase the value of each lead.
4. Required Fields
Not all your signup fields are likely to be required. Nor will all your visitors want to complete every field, especially if they are short on time. You can encourage those short on time by highlighting what fields they need to complete and which are optional.
One of the easiest ways to identify important fields is to include an asterisk (*) next to the tags of those required fields.
5. Don’t Use Submit
The button your visitors use to send their information to you is more than a submission button – it is an opportunity to further sell your offer and prevent form abandonment. So make this button another call to action to encourage the visitor to complete the offer and signup to your email list.
Optimising your email subscription signup form is an important part of your maintenance task. It is also an essential task for generating leads, as the more leads you generate from your site, the more chances you have to sell. This will allow you to grow your business and gain a better return on your email marketing investment.
What tips do you have for your email sign up forms? What have you tried to improve the conversion rates?
Let us know in the comments.
- Using the tips above optimise your email sign up subscription pages.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net
Growing your email marketing contact list should be one of the main focuses of your website. Research has demonstrated that 70% of your website visitors will never return to your site unless you subscribe them to something. You can see the evidence of this statement through your own website by opening up your visitor statistics and viewing how many visitors to your site are new and how many are returning.
With email marketing you can change that and turn those new visitors into continuous, loyal visitors. The more times an individual visits your website, the greater the chance they will make a purchase.
So, where can you place your email signup form on your small business website? Here are some of your options:
This is probably one of the easiest and most successful ways to build your email subscriber list. The popup window can be designed so it displays to your visitors immediately after they have arrived, after a time delay or as they click off your site or a specific page.
Experts recommend you delay the appearance of your popup so there is at least 15 seconds from when they land on your page to the signup form displaying. You also want to make sure that you don’t have the popup appear every time a particular individual visits your site or for each page they visit. Your web designer should be able to ensure this is programmed in.
2. On The Side Bar
Consider placing the email sign up on the sidebar of your page. It must be at the top of the side bar for it to perform well. Research has shown that placing it even slightly lower on the sidebar significantly reduces the number of subscribers you can sign up.
This is actually a mistake that is fairly common; even for the biggest website brands on the market.
3. At The Top Of The Page
Placing your email sign up form at the top of the page is one way to ensure it is noticed. Some of the big online marketing firms like Social Triggers, have attempted to use this method to grow their email marketing list. Some of those who have tried it out have reported success, while others have reported that their rate for subscriptions declined.
The best option for this is to test for your own website and see what works.
4. Social Media
Facebook, Twitter, LinkedIn and Google+ all offer options for an email signup form to be on your profile. Social media is a great place to include your signup form because you have already developed a trusting relationship with your followers. This will make them more willing to sign up to receive more promotional information.
It is important to consider this as an option as only 4% and 0% of Facebook and LinkedIn users respectively want to receive promotional content through social media. However, over 80% of email users like to receive news of special offers via email.
5. Your Footer
If your visitors read your entire page, this could be one of the best places to locate your signup form. Your readers will be highly engaged and be looking for more information from your brand; which is what your email list will offer them.
However, this way may suffer from poor signup numbers; but, those who do will be high quality leads.
Your signup form is an important part of your online marketing sales process. If you place it in the correct location, you will see an increase in the number of new subscribers. Then you can see a significant return on your email marketing investment.
- Test the location of your signup form to see what provides you with the best results.
Having a great email opt-in doesn’t need to be as creative as you would think. There are a number of businesses out there who have excellent opt-in areas on their websites.
It is not just those who do well in the field of newsletters who use great methods to sign up for regular contact. This list of companies covers a range of different organisations in various industries.
Here are just a few of the best:
Fairfax media is a publication subscription company with a number of different physical and digital publications. Their digital publications are particularly good as they describe exactly what you will receive with each edition and give an example of what it will look like.
Their sign up process is easy, just requiring a name and email address and by giving their visitors a taste of what they can expect – this really does
An online marketing agency – this company provides significant value when signing up to their newsletter by offering subscribers a chance to download a number of reports. The reports include useful documents such as social media case studies and search engine marketing support.
There is also an option where you can receive these reports without signing up to the newsletter.
As soon as you log onto their website you are given the choice to sign up to their newsletter in a pop-up window. This gives users instant access to free information, the latest offers on the site and products available.
The only information that is required is your email address – giving visitors a quick and easy way to sign-up.
4. Grab a Seat
This organisation promises its users the very cheapest in airline seats. Their newsletter continues on with this promise by providing a guarantee that by signing up to the newsletter you will receive the latest offers and even faster booking times.
Their form requires a lot of information in order to sign up – however there is an option to use a Facebook account to auto-fill the information.
Even the great national sporting team has a fantastic newsletter sign up at their website. Visitors are promised exclusive benefits and access to competitions, where they can win free products should they subscribe. The information to sign up is also pretty simple with just the email required.
The newsletter sign up is also very obvious on the front of the page – giving the sporting team more chance of converting readers into subscribers.
6. Real Estate
Real estate offers a host of benefits to those who sign up to their newsletter – including the ability to:
- Save homes to a property list.
- Receive alerts when a home matching their criteria is added to the site.
- Make notes on the homes on the database.
- Save your favourite homes on the site.
- Rate and tag homes on the database.
This is in addition to receiving the best tips, the latest news and trends in the market. Their sign up is quite simple with users only have to enter in a name, email and password. They also give users the chance not to receive the newsletter and just to sign up to the site.
One of the biggest real estate companies in New Zealand is another in the industry with a great sign up list. This company doesn’t offer the same benefits as ‘Real Estate’ but it does have an easier sign up with only an email and a password required.
This site promises to send you the latest new properties and alerts about open houses in the area.
- Have a look through the websites above and see what style would suit your business best.
- Implement a really good opt-in page for your newsletters.
There are a number of organisations that offer various different ways to sign up for their newsletters. Each one is tailored for their audience – giving valuable content in exchange for the visitor’s details. What you need to do is apply the same thought pattern to boost the conversion of visitors to subscribers.
What offers do you have on your subscription page?
Let us know in the comments below: