We’ve noted that the amount of global traffic increased 3x but more importantly, the number of websites increased 14x, which means the competition levels are higher in most markets.
1% delay in website’s page load time leads to a 7% decrease in conversions.
60% of traffic is “smart” which means having a great conversion mechanism for on-the-Go recipients is vital.
That being said, opt-in forms are the best way to capture visitor information and in turn use big data to nurture and convert these leads.
A pop-up box that appears once the user moves their mouse pointer to close the page/tab
A pop-up box that appears after a certain amount of time passes once the user enters a website
A regular good ol' sign-up form embedded onto your website.
A short sign-up form that looks like a bar that can be placed on top, side, or bottom of your page
A sign-up box that appears from the side or bottom of the page after a user scrolls down to a particular part of the page
A sign-up form used to gate your content such as educational course, whitepaper, or free report.
A neat web form that pops up on the screen and shakes
An additional check-box allowing your users to sign up for a newsletter as well as a webinar of their choice
A sign-up form that allows you to turn your Twitter followers into newsletter subscribers
A lead form that appears to users after they have watched a part of your video content
OK, now you know which opt-in forms to use. Just remember to do it the right way.Here are some practices you should avoid.
Capturing information is good, but a lot of information makes visitors skeptical about how it will be utilized. Above all, it also hampers the UX. Limit the form to a few fields and use surveys to find out the rest, after they've already signed up!
In your preference center or sign-up forms it is always advisable to provide information which is required by law. Even the best marketers forget to provide this information, enabling users to choose between opting-in and skipping.
A little animation always prompts users to actually browse the fields and accomplish the desired action, but overdoing it might distract the user leading to exiting the form.
It is recommended that your opt-in form is designed keeping with mobile visitors in mind. Proper sizing leads to a great user experience.
Some opt-in forms are so bulky that they occupy the entire screen, while others are small but there is no way to exit them.
If the copy in your form is misleading or dubious, it might not communicate your intention well.
While some marketers are providing double opt-in forms, others are still relying heavily on single opt-in, which isn’t a best practice.
Alright, so now you know what to avoid, let’s go through some clever ways that will make your sign-up forms effective.
Identify your audiences’ preferences and deliver a form that actually helps your customers through the sign-up process.
Keep the form simple and with few number of fields.
Keep the copy clean and attractive.
Keep the form optimized for mobile users in terms of its size, button placement and content.
Test a few opt-in forms and see which ones work best for you.
Provide your audience with an opt-in offer that is specific, valuable, and easily understandable.
If you want to include animation or add interactive elements, make sure they don’t distract
Make it easy to close the opt-in form.
Make sure your form is placed in the right eye-path to attract conversion.
Make sure your opt-in forms carry your brand personality.
Check out these interesting ideas for mitigating the opt-in challenges!
but remember - you know your audience best, so run a few A/B tests to check what really works for your audience!