EMAIL MARKETING: INCREASING CONVERSIONS ON CONTACT AND OPT-IN FORMS

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    Email marketing should be the central focus of your efforts.  Social media has its place, but email campaigns can and should be the cornerstone.  It is the most personal medium and the one that you control.

    Contact and opt-in forms may form an unglamorous subset of online marketing, but they can’t be underestimated.  As catalysts for your email subscriber list, these forms can lead to gains in hits, social media followers, and your overall business.

    An Easy Way to Increase Conversions on Contact Forms by 120%

    All they had to do was to reduce their contact form from 11 to four fields.  As a result, Imagescape gained a 120 percent conversion increase.

    Simplifying a contact form can do wonders for its conversion rate.  Other information from the QuickSprout infographic makes it clear that it’s optimal to have fewer fields:

    • 25 percent conversion rate for forms with only three fields
    • 20 percent conversion rate for forms with three to five fields
    • 15 percent conversion rate for forms with six or more fields

    The key is to make things easier and simpler.  For instance, drop down forms did not perform well, peaking at a conversion rate of 16 percent.  Ordinary forms that required telephone numbers and contact information saw declines as well.

    Another interesting finding was the word used on the form’s button.  Instead of the default “Submit,” buttons that had less-intimidating terms saw the following increases in the conversion rate:

    • 30 percent for “Click Here”
    • 25 percent for “Go”
    • 15 percent for “Download”
    • 10 percent for “Register”

    Opt-In Forms: Color, Placement, Wording, and More!

    An entirely different ballgame awaits your website opt-in forms.  While they certainly have the same goal as a contact form, implementing them well requires some finesse and an eye for design.

    From the form’s placement and colors to the text and thank-you page, there is a lot going on here.  You will have to grab the user’s attention, make a statement, and compel the reader to join.

    The first two examples from Shane Melaugh’s “Opt-In Form Clinic” speak to the directness that your form must have.  In the original opt-in forms, specificity is lacking.  Instead of saying little other than “Sign up for free updates,” you want to ignite something in the reader that makes them want those updates or that free e-book.

    It should sell itself.  It should stand without any other content.  As Melaugh says, it has to pop.

    Make sure that your opt-in form stands out visually.  Colors that immediately capture the reader’s eyes work well.

    Worried about social media links?  Keep them for your thank-you page.  Once you have the opt-in, you can ask for follows and shares on that page and within your email campaigns.

    The Bottom Line

    Keep your contact and opt-in forms direct and to the point.  If there are too many fields on the contact forms, you could scare a potential subscriber away from connecting with your business.

    Test contact and opt-in forms to see what works best.  Keep the contact form simple and play around with its placement.  On the opt-in form, experiment with different copy and design elements to see what truly stands out and inspires the visitors.

    And remember to do A/A tests before you do A/B tests.  The tool or software you use might not display accurate information.

    These tricks can open up your company to a wide body of email subscribers.  That’s just the start – as your email campaigns can lead to social media, RSS, text messaging, and other opportunities in the world of marketing.