Do you have a strategy to effectively convert your website visitors into email subscribers? Does your website need to be optimized to convert more of your visitors into subscribers?
Having an e-mail newsletter or autoresponder is not enough to effectively convert visitors into e-mail subscribers. Far too many websites set up an email opt-in form then simply let it go. This is a critical error – you should constantly work to improve your email opt in offer and form to convert more visitors into email subscribers.
How to convert more of your website visitors into email subscribers:
1) Offer a free gift
To effectively convert visitors into subscribers, you need to entice them with something they want. In some cases, you may be able to simply describe the valuable features of your newsletter. In most cases, though, the most effective strategy is to offer a free gift such as an e-book or e-course.
Here’s an example of a free gift from www.rypmarketing.com, our website:
2) Test different free gift offers
If you are already offering newsletter subscribers a free gift, but your offer is still not converting well, you should probably test different gifts. You need to find a gift that appeals to and is highly valued by a broad portion of your website visitors.
In general, a very specific gift converts better than a less specific gift. For example, a free e-book titled “How to drive traffic to your website” may not be very enticing – there are probably thousands of e-books and articles available on the internet with similar titles. If this was your free gift, you might want to try offering an e-book titled “137 Ways To Get More Sales From Your eCommerce Website” for example – it’s a much more specific and appealing free gift.
3) Use a squeeze page
For some websites, you may want to try launching a campaign using a squeeze page – a special landing page designed solely to capture the visitor’s e-mail address. Squeeze pages typically only offer the visitor one option (entering their name and e-mail to get the free gift), so they typically get a noticeably higher e-mail opt in rate.
4) Split test variations in your opt in offer
Never underestimate the power of effective copy to get visitors to do what you want them to do. Running a series of split tests is a must-do strategy to optimize your e-mail opt-in offer to increase subscribers. Here some of the items you should test:
- Free gift description
- Text description versus e-book cover graphic
- Form design
- Submit button text/design
5) Find the optimal location
If your e-mail opt in offer/form is “below the fold” on your webpage, your first step should be to move it closer to the top of the page. Next, you can test different locations on the page to see which one works best – header, right sidebar, left sidebar, etc.
Ensure your opt-in form is above the fold on your website, as shown in this example:
6) Create an an unobtrusive pop-up
Many website visitors hate pop-up windows, as they are rather annoying. When determining if and how to implement a pop-up your e-mail opt in offer, there are three items you should consider:
Pop-ups work. Implementing your offer as a pop-up will very likely increase your opt-in rate.
Balance your goals. If your website is an e-commerce site, a popup may distract users from making a purchase. If your website is a free content website, you may not be as concerned about the possibility of distracting users.
Be unobtrusive. There are some great pop-ups and similar options you can implement that are far less annoying than a typical pop-up. These options include things such as a bar which floats at the bottom of the browser or a peel back corner of the website.
An example of a popup bar from www.dpopup.com (great popup creation software, by the way):
7) Add subscribe options
If you have other forms on your website (such as a request a quote form or shopping cart checkout), adding an e-mail subscription option to them is a fast and easy way to get more e-mail opt-ins. Depending on the form, you can either subscribe users to your newsletter by default, or you can add a checkbox for them to choose to subscribe.
Don’t make the mistake of setting up your e-mail opt-in then ignoring it. Make it a priority each month to convert more website visitors into e-mail subscribers. Increasing your e-mail opt in conversion rate allows you to get more e-mail subscribers without spending any more money on marketing or advertising.
Many of the strategies listed in this article can be implemented immediately. Others take time or ongoing testing. I recommend creating a strategy to implement at least one new experiment or split test every month to continually be improving your opt in conversion rate.
I would love to hear your input – what have you done to increase your e-mail opt in conversion rate?