Question: I have a sign-up box on my web site to collect names for my marketing list, but I am hardly getting anyone joining my list! I already get lots of traffic, but what can I do to get more sign-ups? Answer: You're right to be worried. After all, if these first-time visitors leave without joining your list, chances are you'll never see them again, and all the time -- and money -- you spent attracting them to your site will go down the drain. But I'm getting a sense of where the problem may lie from the way you phrase your question: Why would any of your visitors want to join a marketing list? People value their privacy -- and their information -- so you have to offer them something compelling in return. A regular newsletter, aimed at their interests, for instance, or a free eBook on a subject they've told you they're interested in. However, let's assume you are already offering something valuable in exchange for their e-mail addresses. If you're still not getting many sign-ups, it's likely your pitch that needs polishing. To convert more of your visitors to subscribers, you're going to need to write a really compelling subscription offer. I'm still astounded when I see a web site with an opt-in box that says Subscribe to our Free Newsletter. What am I subscribing to? Why should I subscribe to it? How often will I get it? Who is it coming from? Without answers to at least a couple of these questions, there's no way people are going to sign up. So how do you convince them that your newsletter is worth signing up for? You have to promote it! Say your web site sells football memorabilia. Here's an example of some copy that's guaranteed to get a great opt-in response: The End Zone is a weekly NFL newsletter that's absolutely jam-packed with all the week's hottest news, stats, and stories. Interviews with your favorite players, the inside scoop on next week's games, PLUS a chance to win an autographed jersey from the team of your choice. Click here to Subscribe Now! That's a little more compelling than "Subscribe Now," isn't it? And the best part is that it takes just minutes to pump up the copy! Here are some more sure-fire ways to boost your opt-in rate: Tip 1: Include a small link to your privacy policy when you're asking visitors for information. This lets people know that you are committed to protecting their privacy and makes them feel safe leaving their e-mail address with you. It's a small thing, but every little bit helps. Tip 2: Sell the benefits, not the features. If you said "Download our FREE eBook, written by a state-certified housing inspector," you'd be advertising a feature. You'd be telling your visitors a fact about your free newsletter. Here's how it reads if we decide to emphasize benefits instead: Certified Housing Inspector John Smith reveals the 10 things you MUST look for when buying a home -- to avoid costly repairs down the road! Click here to read this FREE eBook! That's a pretty dramatic difference, isn't it? You've hooked your visitors by letting them know how they will benefit by signing up for your offer. In this case, you've promised to help them avoid costly home repairs. Tip 3: You've got to give your offer prime real-estate if you want to draw in subscribers. So what's the best location? If your homepage contains a long sales letter, you'll want to put the opt-in box somewhere around the second page. You should have grabbed your visitors' attention by then and shown them that your site has some valuable information. If your homepage doesn't have a long sales letter, you'll want to place your opt-in box above the fold (i.e. the first section of your web site that is visible to a visitor without scrolling). People's eyes are generally drawn to the top left-hand part of a page first, so the top or left is a good place to put your opt-in box. Here's a powerful third option to double your daily newsletter subscriptions! Set up a pop-up window that prompts your visitors to subscribe to your newsletter right when they enter your web site. Remember: This is not a question of where your opt-in form looks best. It's all about where it works best, so I would encourage you to test a few different locations. Whichever pulls the most opt-ins is the best place for your offer. |
