So, you spent time crafting what you believed to be an amazing sign-up form for your website. But after weeks of it being live, the opt-in rate is low and your database isn't growing as rapidly as you'd hoped. You've made adjustments, but the same results keep repeating. It feels like your website visitors just don't want to be part of your newsletter.
We get it. It can be disheartening. But with the right changes, we've seen significant uplifts in email opt-in rates, and we're here to share the secrets today. There are three places to look:
Is your opt-in offer enticing?
If you were a customer on your own website and saw the offer, would it entice you enough to sign up? Discounts typically work best, and we usually see the strongest results with 10% or $10 off. Those using 5% off tend to see a smaller opt-in rate, because it's perceived as low value. But 5% of a $2000 purchase is anything but small. That's why wording is everything. It's not always about how much you're offering, but how you communicate it:
Identical discount. One reads as a token, the other as a windfall.
Not offering a discount? That's okay too. In that case, it's about selling the experience:
All offers, presented correctly, give customers a reason to want to join in.
Is it optimised by device?
For the most part, you'll design your sign-up form on a desktop and test it on that same desktop. But are you testing it on different devices and browsers? Look up your website on a computer, tablet and phone, and across different browsers, to see how it presents. More often than not, the issue isn't the design, it's how it renders elsewhere:
The same form that shines on desktop can break on a phone. Always check all three.
Try an A/B test
There truly is no one-size-fits-all sign-up form. Some strategies work better than others in most cases, but your demographic is as unique as your business, so you need to try things that are out of the box. A/B test different promotions and offers. Are customers signing up on one more than the other?
You could even test different wording, colours and images. Crazy as it sounds, the colour of your buttons and the contrast of your text can be enough to make a major change:
Often it isn't the offer that's failing. It's the way it's worded, or where it quietly breaks.
Let's get your sign-up form converting.
You can have the most incredible flows and campaign strategy, but if your sign-up form isn't bringing in subscribers, it falls flat. We've helped hundreds of businesses lift their opt-in rates to healthy levels with our pop-up optimisation service.
Explore pop-up optimisation
