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Subscription Box – Higher Converting Websites #6

17

March

Subscription Box – Higher Converting Websites #6

Encourage email subscriptions on your website by adding an opt-in email subscription box. Place it “above the fold” in the upper-right corner of the page. The box should appear on your homepage as well as on the top ten pages of your website (including your blog). When creating your email subscription box, ask only for the information you absolutely need (i.e. an email address). If you absolutely have to collect more information, design a two-step sign-up process. In addition to having a subscription box on your website pages, you may also want to consider adding a call-to-action and a link to your sign-up page at the bottom of every blog post.

Tips for Delivering a Persuasive Opt-in Pitch

  • Clearly enumerate subscription benefits (what’s in it for me?)
  • Reiterate your value proposition first and foremost
  • Explain in what format these benefits will come (e.g., newsletters, alerts, promotions, etc.)
  • Set reasonable frequency expectations
  • Explain how often you (intend to) send messages
  • Highlight if/how subscribers can control frequency
  • Anticipate and assuage fears about misuse/abuse of personal data
  • Provide a link to your privacy policy (online)
  • Summarize your privacy practices and communication philosophy in compelling sound bytes (offline)
  • Use language and/or imagery to convey the warmth of your brand and reinforce your company “voice” or “personality”
  • Develop a script for more consistent verbal communications
  • Keep required information to a minimum
  • Avoid asking for sensitive information
  • Only ask for information you have a plan to use
  • An explanation for requesting additional information may help with conversion (e.g., will be used to  provide more personalized, relevant communications)

 

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