Sign-up Secrets-Why Less is More

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This lesson is about “Sign-up Secrets-Why Less is MoreMaster Class 3 Module 9 Lesson 3

ARE YOU HEARING CRICKETS?

You’ve got a sign-up form on your website.

• But no one’s signing up.

You can’t figure it out.

• You are only asking a few questions

plus asking for their phone number in case you have some additional questions

and just a couple other things that you really want to find out-like where they heard about you.

What’s wrong?

DON’T MISS OUT

Understanding sign-up strategies is important because if you don’t get people to continue the conversation by giving you their email address you’ll miss out on one of the most effective ways to convert “lookers” to buyers.

OVERVIEW

By the end of this lesson, you’ll walk through successful techniques for getting people to opt-in to your list.

KEEP THEM COMFORTABLE

You’ll incorporate these methods into your own permission marketing strategy that make people comfortable to share their email address with you.

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Discover things you can do to increase the comfort level of your visitors and improve sign-up conversion.
  • Learn a secret about getting people to opt-in and why less is more when it comes to building your list.
  • And look at what research shows about the use of a double opt-in process compared to single opt-in forms.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.

WHY SIGN UP?

Start by asking yourself:

Why would people sign-up for your email list?”

Here are some common reasons:

  • They want something you offer
  • It’s not a big hassle
  • They trust that you are not going to spam them.
  • And you asked them to…

Let’s look at these in further depth.

REASON #1: I WANT IT

#1 They want something you offer

  • This can be an exchange of email information for a chance to win a t-shirt, get an interesting white paper, free ebook or discount coupon.
  • According to the Direct Marketing Association 61% of the people that subscribe to a company’s email list do it because of an offer or sale.

REASON #2: IT’S EASY

#2 It’s not a big hassle

  • This means that sign-up is easy to do, and easy to find.
  • Do you have a place to sign-up prominently displayed on your web pages?
  • And do you keep the requested information on the form to a minimum?

REASON #3: I TRUST YOU

#3 They trust that you are not going to spam them.

  • Do you reassure them at every turn that you are not an evil “spammer?”
  • Do you provide a comforting link by the sign-up form to your Privacy Policy?
  • Do you refrain from sending so many emails that they unsubscribe?

REASON #4: YOU ASKED

Finally, (#4) do you ask them to sign-up?

  • Do you put a link to sign-up for valuable content on the bottom of your blog?
  • Do you include links to sign-up in other forms of communication including printed materials?
  • How about putting a checkbox on your shopping cart that subscribes them to get future deals?

DON’T BE NOSEY

Now let’s look at one of the secrets of getting people to sign-up and improve conversion.

  • It’s quite simple.
  • Quit being so nosey!

You really don’t need more than their email address to continue the conversation with them.

  • A first name is nice-to-do, but affects conversion.

Don’t ask people to fill out a long form to subscribe.

  • They won’t.
JUST LIKE DATING

Think of it this way.

  • You want to start a new relationship with them.

Just like in dating when you are getting to know someone you don’t ask too many questions.

As you get to know each other better, you can get more information, but don’t start there.

LESS IS MORE

There is actually tons of research to support “the less is more” theory of conversion for email sign-ups.

  • Each time you add another field for a visitor to fill in…the conversion rate drops.

According to an Oracle/Eloqua study, the biggest percentage drop occurs when you go from one field-such as an email address to 2 fields.

  • Just asking for name and an email address can drop your conversion by nearly 20%

Remember, you can always get additional information later when they are more engaged.

  • But for now, don’t put unnecessary barriers to conversion at the starting gate.

GET SOME SKIN IN THE GAME

Finally, let’s talk about the area of opt-ins.

  • The two main types are single opt-in or double opt-in.

In a single opt-in, the visitor simply clicks the subscribe button and they are added your list.

In a double opt-in, the visitor clicks on the subscribe button and then receives an email where they have to click on a link in the email to be subscribed.

Let’s walk through the current thinking on why double opt-in is better than single opt-in-even though it requires an additional step for subscribers.

MY MIND’S MADE UP

Mail Chimp conducted a survey of open rates on subscribers who started with a single opt-in process vs. double opt-in.

  • They found that twice as many subscribers open email after a double opt-in process as a single opt-in.

Though it may feel counter-intuitive, it’s actually pretty simple psychology.

  • The hard decision is whether or not to sign-up in the first place.
POSITIVE REINFORCEMENT

Once we make a decision to subscribe, we look for reinforcement that we made the correct choice.

  • A double opt-in creates more places to reinforce that we made the right decision.
  • It also trains subscribers that it is OK to open and click on email from us-starting with the need to click on a link to get signed up.

It’s always a good policy to test and see what works best for you, but the evidence points to double opt-in as the way to go for higher levels of visitor engagement.

TIME TO GET REAL!

It’s time to go to your Practice Guide and identify your own strategies for increasing the level of opt-in on your website and other outlets.

  • Compare your sign-up strategies to the concepts covered in this lesson.
NEXT LESSON

Now that you’ve discovered the secrets for getting people to sign-up on your website, let’s look at the best practices to care for all this information with Lesson 4: List Management”-The Basics of Keeping a Clean List

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