How To Optimize Online Ad Conversions With An Effective Opt-In Page
Have you ever asked yourself if your opt-in page design is structured properly and utilizing proper conversion rate optimization techniques? With so much different advice out there, sometimes it’s hard to know where to start. For example, some people claim that lengthy opt-in pages provide better conversion, while others swear that short and to the point is the way to go. If you are looking for a professional to create or optimize your website to bring you more leads, contact us and we will be happy to help you make the most of your online advertising. If you want to know more or you’re a do-it-yourselfer or you simply want to learn more about the process then keep reading:
So how should I structure my opt-in page?
The truth is, there is no ONE answer to this question. It all depends on many factors including what industry you are in and the quality of the content you are placing on the page. That being said, I’m going to provide you with a simple methodology you can follow to create an effective opt-in page for your website. These tips have brought increased conversions for our website and I’m confident they will do the same for yours. Whether you are outsourcing to a company like ours or attempting to create a website by yourself, here are some questions you can ask yourself when creating or updating your opt-in page:
Am I making these major opt-in page mistakes?
An ounce of prevention is worth a pound of cure, so before I start giving you advice on what you should do, I’m going to outline the things that you shouldn’t. When creating opt-in pages and doing A/B testing to measure their efficacy, you will notice that small mistakes can cause a big decrease in conversion rate. Here are some of the mistakes you will want to avoid if you want to ensure your conversion rate is optimized:
Overcomplicated and over-cluttered – Do not attempt to sell too many different services on your opt-in pages. The more you complicate your user experience, the lower your conversion rate will be. Keep things simple by reducing unnecessary elements and reducing options in order to allow the visitor to focus on what is important. The best way to do this is to make sure that every element of your page is addressing a major problem or concern your visitors have.
Overly texty – As the say, a picture is worth a thousand words! This is even more true today, when people’s attention spans are growing smaller. This is why your opt-in page should incorporate images and videos in describing your product or service. This will help build trust with visitors while also reducing the overall length of your opt-in page and ensuring that it isn’t overly texty and boring.
Wasted real estate – As I mentioned, people have really low attentions spans, so you only have a few seconds to make sure you capture their attention. Many people will not bother scrolling down to read all the information on your page, so make sure you get your main message across in the upper part of the opt-in page. This is the most valuable real state on your website, so you should pay special attention in making sure it’s optimized.
Not addressing user problems and concerns – When you survey your clients and website visitors to figure out their objections, they will tell you what you need to improve on. If you use the common concerns found within your survey results to improve your opt-in page, your conversion rate will increase.
What is making your visitors hesitant to buy from you?
Have you ever asked yourself what is the number one, most important aspect of creating a successful online business and high converting opt-in page? It all comes down to being able to solve people’s problems and answer the concerns which are making them hesitant to buy from you. In a competitive online marketplace, you have to give people a good reason to open up their online wallets.
Good marketers see every inch of their websites as valuable real estate and don’t place any elements such as videos or client testimonials on a page without good reason. Every piece of text or media you place on your opt-in page should be there to address the visitor’s potential problems, concerns, objections or hesitations.
For example, if you run a survey to find your visitors are hesitating in buying from your site because they don’t feel safe about submitting their credit card details, the logical way to solve that problem would be by implementing trust seals such as VeriSign and using reputable credit card processing companies such as PayPal, and making sure this is visible to potential clients. Customer testimonials are another great way to enhance your opt-in page and build trust (as long as they are honest).
Before you start addressing your visitor’s problems and concerns though, you need to find out what they are. The best way to do this is to run an online survey, by e-mailing existing customers or using a tool such as … to implement this on your site. When designing your questions, make sure that they tell you what your visitors would like to see on your opt-in page, why they hesitated in completing their purchase, and what you could add to your website or service to convince them to sign up? How long it will take you acquire this date all depends on the size of your mailing list or the amount of people who visit your website. Once you have started running these surveys, you will start seeing common problems once you go through about 50 surveys.
Once you collect this date and have figured out what your visitors common objectives are, you can implement their suggestions in creating an updated copy of your opt-in page. Ideally, the next stage will be running A/B testing with the old and the new pages and determining which one converts better. The advice I’m giving you here here should ALWAYS be used in conjunction with A/B testing if you want the best results.
What is the ideal opt-in page length?
As noted above, the most important thing in creating and effective opt-in page is making sure it addresses all your visitor’s problems and concerns, and therefore the length of the page may vary according to the industry you are in. For certain businesses, you will be able to answer their concerns through a simple image and opt-in form. In the case where the visitor objections are more complicated, you may need to include much more text and elements such as testimonials, so the page would be longer. The thing to keep in mind is that, making sure your opt-in page utilizes good UI/UX design and answers visitor problems and objections is much more important than how long the opt-in page is.
Does a bigger sell mean a longer page?
If you are asking your visitors you sign up for you free mailing list in exchange for a free course on how to dominate the internet, your opt-in page likely doesn’t need to be very long. The reason is, because people are much more likely to give you their e-mail address than their credit card number. This is why many internet marketers use this method to build trust with their visitors before trying to sell to them. For that reason, it’s very possible to have a high conversion rate through a short opt-in page (in certain situations).
However, if you are asking someone to buy something from you with a credit card, you will need a much more detailed opt-in page. This becomes even more true if you are asking people to make larger purchases, which they are usually hesitant in making even if they trust your company. By creating a longer, well-detailed opt-in page, you’ll be able to answer all their objections effectively, and make them confident enough to complete their big purchases.
Does your opt-in page encourage visitor interaction?
Regardless of what you are selling, you should consider making your opt-in page more interactive by breaking it up into multiple steps. This will help condition your visitors to complete the purchases by encouraging small commitments at the beginning, which makes them more likely to make a bigger commitment and do business with you in the future.
The idea here is that since your visitors are more likely to give you their time than their money, getting them to invest a little time is a great way to turn them into customers later on. This is supported by the fact that many buyers feel like they need to interact with your company several times before being comfortable enough to give you their money. You will see this powerful technique used by internet marketers who give free material in order convince you to sign up with your e-mail, but it is so effective that even big e-commerce companies like Ebay utilize it on some level.
Recently, we ran some A/B tests on a website we were working on for a client and the results clearly illustrated the efficacy of separating your mailing list sign-up into multiple steps. When we added a name field to the opt-in form the conversion rate dropped by 34%. By asking for this information at a later stage of the sign-up process, we managed to acquire the information without compromising the improved conversion rate of removing it from the initial opt-in form.
This means that by making this small improvement in breaking u the opt-in process into multiple steps, the client was now seeing approximately 400 e-mail sign-ups per month instead of 300. This works out to an additional 1200 e-mail opt-ins per year, which resulted in a 30% increase in qualified leads.
Whether you are outsourcing your opt-in page design or handling it yourself, there are two generalized principals you need to follow if you want to see success in obtaining a high conversion rate:
1) Make sure your site utilizes good UI/UX design practices, pay special attention to the top section, and make sure that every element is there to address visitor problems and concerns.
2) When you make alterations or changes, run A/B testing to ensure that the result is beneficial. After you do this a few times, you will get a better feel for what works and what doesn’t in improving conversion rate in your industry.
There is always room for improvement and conversion rate optimization is ideally an ongoing process. If you don’t have time to do these things yourself, feel free to contact us to discuss how we can improve your business. If your plan is to do it yourself, follow these steps and you will undoubtedly see an improvement in conversion rate regardless of what industry you are in.
I’m curious what you think… What has been your most effective method in increasing your opt-in conversion rate for your advertising campaign?