You don’t have to be a web design specialist to optimize your email subscriber conversion. There are many simple ways to improve your conversion rate and boost sales. Try out some of our expert tips for improving web and email subscriber conversions.
1) Utilize Analytics and Website Data
A big part of optimizing your email subscriber conversions is analyzing what works and what doesn’t. Analytics and website data can help you examine your current method and identify what elements are slipping through the cracks.
Look at which links are the most encouraging for your buyers. What demographic most commonly fills out the subscriber forms? Who is willing to click on a link in the emails?
Analytics can help with isolating your demographics. It can also help you to see how visitors move through your email, landing page, and site. What draws their eye first? Which links get clicked on? Gathering and analyzing analytics are ongoing processes that allow you to optimize and perfect your system continually.
Track, take note of and improve on the data. This targeted approach will boost your conversion rate.
2) Know Your Demographics
Never underestimate the impact that tailored content has on conversion rates. It is essential to identify your target demographic and tailor your emails to appeal to that audience.
To get an in-depth understanding of your demographics, use data to find out:
- Who is your most common buyer?
- How do they find out about you?
- What is your consumer’s background/lifestyle?
- Why do they use your products or services?
You can use the answers to these questions to create more targeted, optimized emails as well as landing pages. Focus on eliminating extraneous information and implementing more targeted data that works for your average buyer. When you do so, your conversion rate will increase without having to expend any extra budget or reel in any more web traffic.
3) Create Bulletproof Link Navigation
Imagine your email subscriber gets an email with an enticing link. They are interested, and so they click. The landing page they arrive at is entirely different in style, formatting, and tone. This confusion causes them to lose interest and click away—possibly to your competitor. You have, in a few short seconds, lost a valuable potential buyer.
The key to retaining buyers is consistency in navigation. You should deliver with your landing page precisely what the email link promises. When a person reads your email and clicks, they expect to see focused content that delivers on the promise to give them what they need. A user is more likely to engage with it, and the conversion rate, therefore, increases.
4) Focus and Simplify Your Landing Page
One mistake a lot of companies make when trying to optimize conversion is to put too much on the landing page. They get excited that the email worked and want to sell the client everything they have once they click through to the landing page. But clutter is a big no-no.
The problem here is that clutter can make it difficult for the reader to subscribe, buy, or engage with you.
Choose a focus and make the CTA button or relevant links eye-catching. Then cut all of your content down to a few on-page elements. The rest can be available through appropriate linking.
You want landing pages that customers will feel are appropriate to their needs. No one wants a bombardment of extraneous information that detracts or distracts from what the email promised. Keep it simple and to the point.
5) Don’t Underestimate the Value of a Strong CTA
When someone ends up on your landing page, one of the most significant factors in conversion is the call to action (CTA) button.
A good CTA can engage, entice, and move the person to action. It draws more clicks and leads to a higher conversion rate. However, there is an art to the strong CTA.
Be sure to pay attention to both design and wording of your CTA button. The design alone can increase your email subscriber conversion.
Your CTA should be:
- Visually appealing
- Dynamic in color scheme and font (so that it draws the eyes)
- Tailored to your user’s needs
With these specifications, your CTA will be more likely to elicit clicks from visitors to your landing page.
6) Use A/B Testing to Find the Best Optimization
Analytics are great, but how can you use them if your site isn’t up yet? How can you optimize without months or years of data? This dilemma is where A/B testing plays a significant role in conversion rate optimization.
The way it works is that in creating your landing page, you initially create two workable models. You then direct half of your users to one page, and the other half to the other. See which works best to choose the most useful page that is more likely to produce more conversions.
7) Optimize Lead Magnets
With all the information you gather from identifying your demographic, looking at analytics and data, and completing A/B testing, you are ready to generate strong lead magnets.
A strong lead magnet means an improved conversion rate for email subscribers. It has one purpose—it generates leads. Whether this is a sign-up form to join your subscriber list, or an opt-in for emails whenever you launch a sale, a lead magnet requires a targeted approach that appeals to specific demographics.
This information is not hard to figure out when you use data. When you utilize the analytics that you have, you can craft an optimized, targeted lead magnet that is sure to improve your conversion rate.
8) Structure Your Site Around Social Proof
Converting a reader into a buyer takes trust. One way to show potential clients that you are the right company for their needs is to use social proof.
Social proof refers to the information you put on your site that increases credibility. The better the credibility, the higher the likelihood of converting many visitors.
These credibility elements can refer to:
- Testimonials from prior clientele
- Logos from other well-known companies/brands with which you’ve partnered
- Positive reviews
- Photos and videos of previous work/portfolio
9) Don’t Forget About Mobile Browsers
Mobile browsers can be the death of your carefully crafted emails if you’re relying strictly on web browsers to structure your landing pages.
What looks incredible on a computer can end up cramped, improperly formatted, and scattered on mobile device. Test all of your landing pages, email links, and other data on a mobile browser to ensure that your conversion rate doesn’t falter.
10) Define Your Growth Goals, Then See Them Through
It can be difficult to track improvements and see what works and what doesn’t when you aren’t working from a plan. The best way to efficiently meet goals is to define them, set up a metric of tracking their success, and then analyze that data.
You should be sure that each goal is something trackable, rather than abstract. Instead of saying “I want to make more money,” set a goal of “I want to attract more clicks to my call-to-action button.” In companionship with A/B testing, setting trackable, definitive goals can help you to increase email subscriber conversions over time.
The Bottom Line
Use this guide to help you improve your conversion rate and boost productivity and profits. Optimizing your email subscriber conversions can be as easy as implementing some tests and adjusting your landing page, linking, and design.
Guest Author Bio: Kurt Philip is the founder and CEO of Convertica, a done-for-you conversion rate optimization agency. You can get the Convertica team to audit your site for FREE. Visit convertica.org for details. Submit a contact form if you are interested in working with Convertica.