 |
|
 |
|
 |
    |
 |
|
People value their privacy People value their privacy—and their information—so you have to offer them something compelling in return: an e-newsletter aimed at their interests, for instance, or a free e-book on a subject they've told you they're interested in. However, let's assume you're 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'll 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 persuade them that your newsletter is worth signing up for? You have to promote it!Let's 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. It also features 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:1. Show them your privacy policy. Include a small link to it when you ask visitors for information. This lets people know that you're 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.2. Sell the benefits, not the features. If you said "Download our FREE e-book, 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 e-book!"That's a pretty dramatic difference, isn't it? You've hooked your visitors by letting them know how they'll benefit by signing up for your offer. In this case, you've promised to help them avoid costly home repairs.3. Give your offer prime real estate. That's the only way you'll draw in subscribers. So what's the best location? If your home page 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 home page doesn't feature a long sales letter, you'll want to place your opt-in box "above the fold," in 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 that doubled our daily newsletter subscriptions: Set up a pop-up window that prompts 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 box.
|
|
|
|
|
Are you looking for :
123webguru.com, A new web division of Microsec
Technologies Ltd. |
|
|
