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Converting Visitors into Subscribers
Copyright 2005 Javier Salces
Visitor conversion is a challenge faced by every marketer.
If you're spending money to generate traffic, you want to do everything possible to ensure that traffic isn't wasted. This means getting more bang for your buck by convincing more visitors to subscribe to your list.
In other words, conversion improves your return on investment and limits the temptation of spending more money on more traffic.
If your opt-in list isn't converting as well you expected, there are several target elements you can experiment with to improve your opt-in rates:
1. Web Copy
Is the copy on your site effective' Poorly written copy is one of the first culprits to investigate. Start by evaluating your headline. Is it enticing' Does it pull the reader in' A boring headline can cause people to click away without even reading the rest of the page. Check your main copy as well.
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Do you explain the benefits of list membership' People always want to know what's in it for them. Make sure you offer them plenty of reasons to sign up.
2. Incentives
Incentives provide additional benefits and additional reasons to join your list. If you aren't doing so already, offer a unique course, e-book or piece of software for free as a bonus to subscribers. Many times this will convert hesitant visitors into subscribers.
People love freebies and they also can't resist satisfying their curiosity.
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3. Make it easy to join
Have you placed your subscription box in a prominent place on the page' Some list owners always place their subscription box at the top of the page, while others place it at the very bottom. Either position can work well, but if you have a lot of copy to wade through, you might consider placing the box within the body copy at logical points. Remind your readers why they are there and what action you want them to take.
4.Watch out for 'bugs'
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