At a recent webinar, an attendee asked me how to increase conversions for his opt-in web form. Your conversion rate is very important because it will significantly impact the size of your list–your subscribers. And that will affect your bottom line — your sales.
Your conversion rate applies not only to the web form that is usually on the right side of almost every page of your website (except for sales pages and product delivery pages) but also to your squeeze page — a page that is nothing but a web form.
There are a number of things you can do to make sure that more people fill out the form.
Here are the 5 ideas that came out during the webinar — just quick “off the top of my head” points — plus a 6th that I thought of as I was writing this post.
1. Have the right content
Obviously, more people will sign up to get your free offer if it’s something that they want. You should try to make your free offer valuable for people in your target market.
What is the main problem those people have? Your free offer should solve the problem. What is their main question? Answer the question.
Of course, you can’t completely solve their problem or answer their question in a free offer. So what can you do? You can:
- Provide an overview of a process. This is what I do with my free download, “13 Steps to Create a Successful Internet Business.” A similar idea is a list of top resources.
- Provide a short report that explains in detail how to do something specific. For example, I have a free product called “How to Write and Sell an E-book.”
- Create a template or package that people can use — examples are an e-book template, blog post images, PowerPoint backgrounds, etc.
In other words, you usually provide an overview or go deeply into one aspect of a topic.
But make sure that you provide valuable information. This will be most attractive to people, so they’re more likely to sign up.
2. Have multiple free offers
Different people have different interests and so not everyone will be interested in your free offer. Why not have several? Research has shown that you can increase opt-ins by having multiple free offers. In addition to my “13 Steps…” download, I have:
- A marketing planner
- “How to write and sell an e-book”
- “5 resources you must have if you’re starting an Internet business”
The e-book on writing and selling an e-book is especially popular. You can see why some people might be more interested in one than another. Some people are beginners, others are more advanced — by having multiple offers, you can meet the needs of more people.
3. Write an enticing title
The title that you give your free offer is very important. You can see that my marketing planner doesn’t really have a title. It’s good if you can show a benefit. For example, I could rewrite the title of “How to write and sell an e-book” as:
- “How to write and sell an e-book for passive income”
- “How to write and sell an e-book without frustration”
- “The EASY way to profit from your own e-book”
Which one do you think is best?
4. Design a great cover
Your free product should have a cover, even if it’s just a PDF report. When you have a great cover, people can visualize what they’re getting. Images are very powerful as persuasive tools. So, create a bright, interesting cover or find someone to create it for you. Then, use that cover image wherever you tell people about your offer. Put it at the top of your opt-in form.
5. Design & text
You need some text that invites people to complete your web form to get your free download. And by the way, you also need to tell people that they’ll receive emails from you. Note that I also have a brief testimonial from a subscriber below the opt-in form.
I customize my button by using a custom image that says, “Get It Now!” Most web form buttons are drab and boring. By using a bright color and custom text, you can increase opt-ins. I explain this process in “Increase sign-ups by customizing your Submit button” — note that you might need to work with your email provider to customize the code.
Your squeeze page also has some text and images on it that you can optimize.
You might want to work with a copywriter and/or designer to get the best results.
6. Track and test
One point that I didn’t mention during the webinar is that you should track your conversion rate and test variations to see if you can improve it. You can use Google Analytics to set up goals that track conversions and there are other services and plug-ins that do the same. Google Analytics includes the Content Experimenter, which lets you test variations of a page.
Some WordPress plug-ins that create squeeze pages let you create multiple versions — different text, graphics, and form design — and then randomly display the versions to visitors. In this way, they can track which version converts best. Do you know your conversion rate for your home page web form, your blog web form and your squeeze page? Have you done something that improved your conversion rate? Leave a comment and share it with your fellow Internet marketers! And don’t forget to choose your favorite title for my e-book freebie.
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