You're producing great email campaigns, with valuable and useful content... so much so that your subscribers have become raving fans of your company. And yet you're still only getting slow growth in subscriber numbers... Maybe you need to review the subscription form?
Here are some ways you can make your opt-in web form more effective in converting website visitors into subscribers.
Location, location, location
If visitors don't see the form, there's not much chance they'll sign up! If growing an email list is a priority for your company, then surely the main method of conversion should occupy some pretty good real estate on your website?
So, put the subscribe form in an easy-to-find and prominent spot - usually this is near the top of the page.
Tip: Don't forget that people have different screen resolutions, so what may look good on your 1280 x 1024 screen may not look so great on a 800 x 600 screen.
Popup subscribe forms
Quite a few websites also opt for having a "newsletter button" which presents a popup form on click. This can work well, however if your browser prevents popups, then the form won't appear.
Home page only?
Again, if converting visitors into subscribers is important, then you should have your form on all pages of your website. It is highly unlikely that a visitor to your website is going to subscribe the instant they land on your home page, but far more likely they'll subscribe once they've read a few pages of your website and determined the value of your content!
What's your value proposition?
No matter how good your email content is, visitors to your website don't know that until they've received your first email. So why not make it clear what you're going to provide by providing a concise list of reasons to subscribe. This also helps to set their expectations.
Short & sweet (at least at first)
Make the form short and easy to complete. If you want to capture some preference information from subscribers, you may want to split the form into two stages. That way it looks super quick and easy to subscribe. Once people have entered their name and email address, direct them to a second page where they are asked for more information. This way they are already on your list and if you get the additional information it's a bonus - but at least the additional questions didn't scare them off altogether!
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