Clickz – List Growth: Optimizing Your Online Email Sign-Up
How effective is your online email sign-up? Here’s the first part of a case study showing how simple, inexpensive changes to a client’s sign-up page took it from less than a 10 percent conversion rate to a 45 percent conversion rate. Read on to see the issues I identified on their original page. In my next column, I’ll discuss the changes we made that provided the boost in conversion rate.
In a column last month, I talked about the “honeymoon effect.” I presented a case study showing that subscribers who recently opted in to a list open and click more than those who have been with you for a longer period of time. As a result, the more new opt-in subscribers you add each month, the higher your overall open and click-through rates will be – and the healthier your list.
Opt-in is the keyword here. You won’t necessarily get these results if you’re adding names to your list without permission. You’ve probably got an email opt-in on your website already, which is good. Today we’re going to talk about small changes to it that can dramatically increase your monthly list growth.
This case study is based on work I did for a B2C newsletter, but the results can be applied even if you’re B2B and aren’t offering a newsletter (but if you aren’t, you should see my recent column on the value of including editorial content in your email mix).
I always start with the numbers. Looking at the website analytics, I learned that 91 percent of the people landing on this sign-up page did not go on to the “thanks for signing up” page – meaning that they didn’t complete the newsletter sign-up. That’s nine out of 10 people that were interested in getting the newsletter but abandoned the page without opting in.
Further analysis showed me that:
- 19 percent of the visitors exited the site from this page
- 72 percent clicked from this page to visit other pages on the site instead of completing the sign-up
Website exits suggest that the visitors didn’t find what they were looking for on this page, that the promise made in the call-to-action that got them there was not fulfilled. It’s also frustrating to see website exits – it means that someone who was “this close” to signing up for the newsletter left and may never return to the website.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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