- \n
- Think your amazing email newsletter<\/a> deserves more subscribers than it currently boasts.<\/li>\n
- Are looking to create an optimized newsletter signup form or page that converts better than your current effort.<\/li>\n
- Want to outdo your annoying competitor (let\u2019s call him Steve) who constantly brags about the tens of thousands of subscribers he has (typical Steve).<\/li>\n
- Are tired of potential customers constantly bailing out of your current opt-in form or sign up page like the flash.<\/li>\n<\/ul>\n
Then stick around…<\/p>\n
Because in this article we\u2019re going to look at the simple conversion tactics high level companies use to boost their newsletter and list sign-ups.<\/p>\n
We\u2019ll also talk about what NOT to do, and what might be causing potential customers to hastily exit your opt-in\u2026 never to be seen again!<\/p>\n
On that sombre note, let\u2019s kick things off with:<\/p>\n
Why Your Newsletter Sign Up Pages Aren\u2019t Converting<\/h2>\n
Signing up to a new email list or newsletter is a big commitment for most people.<\/p>\n
As you know, some lists are a no brainer to sign up for, while others definitely require some vetting before you hit that subscribe button.<\/p>\n
Aside from trust issues, the reality is that most people are already overwhelmed by the emails already flowing into their inbox on a daily basis.<\/p>\n
So why should they let you into their lives?<\/p>\n
Here are three truths about content in this day and age according to Professor John Lavine of Northwestern University:<\/a><\/p>\n
The 3 Truths That Shape And Limit Our Content:<\/strong><\/p>\n
- \n
- \u201cThere is an ever-rising tidal wave of information and it will continue to rise forever.\u201d<\/li>\n
- \u201cEveryone you want to reach has 1440 minutes in their day; not a minute more.\u201d<\/li>\n
- \u201cThe world is becoming ever more complicated, but people will give you their time and attention if you give them more of what they want.\u201d<\/li>\n<\/ul>\n
The lesson here?<\/p>\n
People Will Let You Into Their Inboxes Providing You Give Them What They Want<\/h3>\n
However, you also need to be aware of the things that may scare potential subscribers off.<\/p>\n
And on that note, here are some common reasons people might be running for the door instead of signing up…<\/p>\n
They\u2019re Afraid You\u2019re Going To Spam Them<\/h3>\n
![\"People](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/office-meme.png\")
<\/div>\nNo one wants their inbox flooded with spam or unwanted emails.<\/p>\n
It\u2019s also the number one reason users will unsubscribe from your list, or hesitate to sign up<\/a> in the first place.<\/p>\n
To overcome this fear, try to be clear on what they should expect from you content wise, as well as frequency wise.<\/p>\n
You\u2019re Giving Them Too Many Form Fields To Fill Out<\/h3>\n
\n![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/long-form.png\")
If you had a choice would you fill in this form?<\/figcaption><\/figure>\n<\/div>\n Yes, in general the more information you can capture from a customer the better. But not if getting those insights means you\u2019re losing just as many customers!<\/p>\n
Giving the user tonnes of fields to fill out is asking for trouble and likely to turn them off.<\/p>\n
Remember you can always find out more information once they have subscribed.<\/p>\n
You\u2019re \u201cPopping Up\u201d At Inappropriate Times<\/h3>\n
![\"People](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/jack-nick.png\")
<\/div>\nPop ups can be a tricky devil.<\/p>\n
People love to hate them, however, they can still be effective if used correctly.<\/a><\/p>\n
Just remember user experience and satisfaction should always come first.<\/p>\n
For example, if a reader has been directed to an article page, it\u2019s probably not a good idea to hit them with an entry pop up right away.<\/p>\n
Why?<\/p>\n
Because they\u2019re there to read! Not sign up to your newsletter.<\/p>\n
So it\u2019s important to wait until the time is right.<\/p>\n
In this case, you might want to employ a \u201cscroll pop-up\u201d<\/a> which activates when a user has scrolled a certain distance down the page:<\/p>\n
\n![\"A](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/scroll-pop-up.png\")
An example of how a scroll pop-up works<\/figcaption><\/figure>\n<\/div>\n Another alternative is a \u201ctimed pop-up\u201d which initiates once the user has been on the page for a certain amount of time.<\/p>\n
This way you\u2019re not interrupting the users intended experience, and they can still get the value they were originally seeking from the page.<\/p>\n
They\u2019re also far more likely to engage with your pop-up when they see it at a more appropriate time.<\/p>\n
Okay Enough With The Bad Stuff\u2026<\/h2>\n
Let\u2019s look at some tactics and examples to help you get those subscribers flowing in\u2026<\/p>\n
5 Proven Conversion Hacks To Help Increase Your Newsletter Sign Ups:<\/h2>\n
1.Get Creative With Your Newsletter Forms And Landing Pages<\/h3>\n
When someone lands on your opt-in page they\u2019re probably expecting the same thing they see everywhere else.<\/p>\n
And although there\u2019s nothing wrong with this (if it works), why not try spicing things up a little?!<\/p>\n
Like this creative and self-aware example from Shinesty:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/Shinesty.jpeg\")
<\/div>\nWhat\u2019s great about this example is that the headlines instantly grab your attention.<\/p>\n
They also do a great job of \u201cgoing against the grain\u201d so to speak, by pointing out \u201cemails normally suck\u201d and theirs don\u2019t.<\/p>\n
Although these statements could be backed up by a little more proof, overall, this sign up page is a great example of adding personality and being creative with your copy.<\/p>\n
It also emphasises the importance of grabbing the reader’s attention and setting the tone of what\u2019s to come.<\/p>\n
2. KISS! (Keep It Simple Stupid)<\/h3>\n
As mentioned earlier, it\u2019s best to keep your sign up forms as simple and brief as possible.<\/p>\n
The idea here being to reduce as much friction as possible and to not overwhelm your potential customers.<\/p>\n
You\u2019ll also be far more likely to convert<\/a> \u201con the fence types\u201d who might not be totally convinced of the value you\u2019re offering them.<\/p>\n
But don\u2019t take my word for it…<\/p>\n
In one study<\/a> participants replaced an 11 field form with a 4 field form. This simple change resulted in a 160% increase in the number of forms submitted, as well as a 120% increase in conversion rate.<\/p>\n
Of course, you also have to take into account the quality of the forms.<\/p>\n
But in general, the shorter you can make your signup form (while still capturing the necessary info) the better.<\/p>\n
Here\u2019s a great (and incredibly cute) example by Hipmunk:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/chip-munk.png\")
<\/div>\n3.\u201cSweeten The Deal\u201d Of Signing Up To Your Email List<\/h3>\n
There\u2019s nothing wrong with a good old fashioned ethical bribe to help tip on-the-fence prospects over the edge.<\/p>\n
And the truth is few people can resist a good deal or discount.<\/a><\/p>\n
In fact, according to a study by the Social Habit, 70% of people open emails from brands or businesses just to get their hands on a deal, discount, or coupon.<\/p>\n
Typically you\u2019ll see SAAS companies offering clever incentives to get users to sign up for their services.<\/p>\n
Here\u2019s an example from SEMrush:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/sem-rush.png\")
<\/div>\nAnd another signup form by Copytesting:<\/a><\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/test-users-free.png\")
<\/div>\nHowever, discounts and offers can also work for newsletter subscriptions.<\/p>\n
As shown by this sign up form by TOMS:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/TOMS.jpeg\")
<\/div>\nIn this particular example TOMS does a clever job of leveraging the products they sell and using a 10% discount as an incentive for people to sign up for their newsletter.<\/p>\n
Land\u2019s End also do a similar job:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/land-end.png\")
<\/div>\nIf you\u2019re using this tactic just make sure to provide relevant and helpful newsletter content.<\/p>\n
Otherwise subscribers will simply opt out once they\u2019ve taken advantage of the deal or incentive you\u2019ve offered them.<\/p>\n
4.Use Social Proof To Entice Newsletter Subscribers<\/h3>\n
Utilizing social proof<\/a> in your signup forms or landing pages is another great way to increase conversions.<\/p>\n
Social proof is effective in two ways:<\/p>\n
1. It proves to the reader that they can trust that your newsletter is legitimate.<\/strong><\/p>\n
2. It also taps into people\u2019s \u201cFOMO<\/a>\u201d (fear of missing out).<\/strong><\/p>\n
After all, it\u2019s one of our most basic instincts as humans to get the inside scoop, or to not miss out on anything we deem important.<\/p>\n
In other words, if you can show that a number of people have signed up to your newsletter, it\u2019s going to help alleviate the fears a potential subscriber might have.<\/p>\n
It\u2019s also gonna have them wanting to know what all the fuss is about.<\/p>\n
Here are a few examples of newsletter opt-ins that use social proof:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/basecamp-business-1.png\")
<\/div>\n<\/p>\n
\n![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/hub-spot.png\")
Using social proof can be a great way to attract subscribers<\/figcaption><\/figure>\n<\/div>\n ![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/join-your-peers.png\")
<\/div>\n5.Be Clear About Your Intentions And The Type Of Content You\u2019re Offering<\/h3>\n
Providing your readers with irrelevant content is the quickest way to have them hitting that unsubscribe button.<\/p>\n
That\u2019s why it\u2019s important to clearly communicate what kind of content they can expect.<\/p>\n
The New York Times does a great job of this by giving readers a look at past newsletters:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/NY_Times.jpeg\")
<\/div>\nThis tactic is highly effective as it reassures readers will be receiving the kind of content they\u2019ll be interested.<\/p>\n
Another great thing about this sign up page<\/a> is that it displays the different types of newsletters on offer.<\/p>\n
This helps raise awareness and ensures users are signing up for the appropriate newsletter.<\/p>\n
If possible, also try to mention how often readers can expect you to email them.<\/p>\n
Especially if you plan to email them quite frequently, as this can be annoying for some people if they\u2019re not ready for it.<\/p>\n
Now Not To Brag Or Anything But\u2026<\/h2>\n
If you want a near-perfect example of a newsletter sign up page that ticks pretty much all of the boxes\u2026<\/p>\n
Check out the sign up page of our very own quirky newsletter: the Whip!<\/a><\/p>\n
We\u2019re pretty proud of this one, and as you\u2019ll see below it employs many of the tactics mentioned in this article:<\/p>\n
A Simple Sign Up Form:<\/strong><\/p>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/The-whip1.png\")
<\/div>\nValue Prop \/ Social Proof:<\/h3>\n
![\"The](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/stay-up-to-date-whip.png\")
<\/div>\n<\/p>\n
![\"an](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/Whip-social-proof.png\")
<\/div>\nClear Expectations:<\/h3>\n
![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/Whip-value-prop.png\")
<\/div>\nOvercomes Spam Objection:<\/h3>\n
\n![\"An](\"https:\/\/wpmudev.com\/blog\/wp-content\/uploads\/2019\/08\/whip-spam-free.png\")
Let users know your emails are spam free!<\/figcaption><\/figure>\n<\/div>\n Psst\u2026 Looking For A Free And Easy Way To Create Your Own Sign Up Forms?<\/h2>\n