7 Email Opt-in Mistakes Sabotaging Your Conversions (& How to Fix Them)
Bonus Material: Conversion Rate Optimization Checklist
Bonus Material: Conversion Rate Optimization Checklist
Let me guess.
You want to grow your email list.
So, knowing you need an email opt-in offer for your website, you put your head down and spent sleepless nights creating the opt-in offer to trump all other freebies your competitors created in your niche.
You skipped breakfasts, turned down happy hour invites, and shrugged off plenty of internal freak outs, but you did it.
You launched your opt-in offer for the world to enjoy.
You probably expected to open MailChimp or Aweber to see a bombardment of emails flying your way:
But your reality? Virtual crickets.
So what gives?
You probably just made one of several common mistakes that kill conversions.
Don’t worry, though. They’re not that hard to fix.
In this guide, we’re going to go over each and every possible mistake you could be making so you can start getting the amount of emails you deserve.
Before you dive in, click here to download your free checklist with these 7 mistakes PLUS 34 conversion rate optimization tips to blow up your email list.
When you were creating your opt-in offer, you created exactly what your audience needed, right?
So why aren’t they biting?
The short answer is that people don’t know what they need. And what they want isn’t always what they need.
Think of it this way: if you ran a relationship blog for the 65+ crowd, you might know that your audience needs to try out online dating.
But if they don’t want to try online dating, they’re not going to hand over their emails for your crash course on finding love online.
My first opt-in offer was guilty of this:
So what did I give my audience? A guide about the most harmful food additives to avoid. These chemicals lead to creeping weight gain and monster cravings for junk food.
I knew that if my readers eliminated these additives, they’d rule out one cause for their sweet tooth or issues with portion control.
That’s not exactly what happened.
But I gave them what I thought they needed to solve their problems instead of the information they actually came to my site looking for.
If your visitors aren’t subscribing, then you might be doing this too.
With this anecdote of my failure in mind, take a step back and review your opt-in offer with a fresh set of eyes. Criticize your offer from your reader’s perspective.
If you missed the mark, it’s time to start over. It sucks, but you’ll thank me later when the emails start streaming in from your new opt-in offer.
But if you’re a rare unicorn who has nailed the opt-in offer and is giving the people exactly what they want… but are still not producing results, then you could be making this next fatal mistake.
This might sound bold, but...
Hear me out:
There is a time and a place for fun, creative titles. They’re just not right for your opt-in offer.
After analyzing 150,000 opt-ins, we found that straightforward headlines outperformed creative ones 88% of the time for opt-ins.
Here’s what’s really going on.
Creative headlines entice readers and pique their interest.
If your visitor isn’t 100% sure of what’s in it for them, you’ll have a hard time capturing their contact info.
When you use a clear, direct headline, readers know exactly what they’re receiving in exchange for their email address.
You only have a few moments to capture their interest, so being straightforward takes the guesswork out of seeing what they're getting.
Go back to your headline and cut the cute crap.
Do you convey the value of your offer in a straightforward manner or do you dance around the topic hoping to engage your reader’s interest?
Double check that your opt-in form headlines, subheadlines, and call-to-actions are just as straightforward. If you’ve strayed too far into the creative zone, rein it in.
The good news is that direct headlines will take far less time to create so this is one of the easiest tweaks on our list.
Resources: If you need more help crafting the perfect headline, get it in 49 Headline Formulas to Skyrocket Conversions (And Where to Use Them).
Pop-ups have a bad reputation.
Back in the day they were seen as annoying, spammy, and potentially dangerous to anyone sensitive to flashing lights.
Enter: Click Triggers.
You’re far more likely to convince someone to help you out with a larger request if you ask for a smaller one first.
Instead of asking for an email address right away (large request), make a smaller ask first (like clicking a link):
Have your readers click a “Join” link and when they do, greet them with a thoughtful pop-up.
Here’s an example of how our Content Sumo Sarah uses it on her personal blog Unsettle:
It’s attention-grabbing, and works off of the marketing psychology principal of the “foot in the door” technique.
Don’t be afraid to play with pop-ups and use List Builder.
If you’re concerned about your pop-ups annoying your reader when they first land on your site, you can use a Click Trigger like Sarah used above.
Alternatively, List Builder has a feature to give your readers a specific amount of time on your site before one appears, or choose a “Smart” mode.
Smart Mode works as an exit-intent pop-up - the pop-up appears when your visitor is leaving:
Guaranteeing the most conversions with the best user experience.
In the end, if you’re not using pop-ups for your opt-in offer, you’re going to see dismal opt-in rates at best.
Have you ever had to fill out a form like this one?
Just one extra question on your opt-in form has the potential to distract and turn off your readers so much that they bounce.
And what if that one extra question was simply asking for their name in addition to their email address? You could still be hurting your conversion rates.
Imagescape dropped their contact form fields from a whopping 11 down to 4 and saw a 120% jump in their conversion rate.
It makes sense, too. If you ask for a ton of information, you’re making your audience work to get on your list.
Keep your email sign up forms super simple and only ask for an email address.
We take this approach in our Welcome Mats on all the content upgrades on our guides:
Even though you’re requiring less, you’ll increase your opt-in rates and simultaneously reduce the amount of fake names you receive.
Do you have the data to back-up the choices you’ve made when offering your opt-in offer?
I don’t mean this type of data:
And you’re taking a stab in the dark at what works with your audience. Which could be leaving a metric ton of conversions on the table.
By A/B testing, you may find that one button color goes unnoticed by your readers while another inexplicably attracts them like ravers to a pack of glow sticks.
And back in 2011, HubSpot discovered that a red button converted readers more than a green one did by 21%. All from a simple button color change.
Focus on one item at a time and decide on a goal before you start experimenting. It’s exciting to rush into the fun zone of experimentation, but take a strategic approach.
You can also use Heat Maps (free) to see how your tweaks are performing:
Visuals increase the chance that people will actually read your content by an astounding 80%.
So if you’re trying to make an impression by using a plain ol’ opt-in form without a single image, you should expect a bleak conversion rate.
Highrise found that without an image, they got 102.5% fewer opt-ins.
Start with quick changes like switching up the color of your button or using a visual image to help convey your message.
Already have an image for your background? Consider testing an alternative one.
Highrise’s marketing team found that not only adding an image increased their opt-ins by 102.5%, but swapping out one person for another in the background image increased conversions further by nearly 5%.
This is one simple change that yields powerful results.
You can do this in three ways:
Think: a small picture of the ebook cover or a graphic of the templates themselves like what HubSpot did in this pop-up:
2. Use a background image.
Set an image to the background of your opt-in form.
3. Add some movement.
In this example, the motion in the background captures your attention while the bold headline and bright button shouting Gimme! help guide you to making the next move.
For even more fun, let’s study this HubSpot one that matches the simple pop-up in our first example:
Finally, this example utilizes the “foot in the door” technique. Readers are not prompted to enter their email address right off the bat. All they have to do is click the innocent “download now” button.
And if they’re hesitant, there’s plenty of benefit-driven copy to nudge them back to their initial gut decision:
Resources: Create the perfect landing page and opt-in offer design so you don't give up tons on conversions.
You may tackle the first six reasons in this guide like a pro, but if you can’t master our final one, the rest will be worthless.
Without trust, you have nothing.
And for readers to give you their email address, you must gain their trust. One of the best ways to convey trust is through social proof.
For example, testimonials are a form of social proof that can increase conversions by 35%. They reduce the risks for your potential customer by reassuring them that others have (successfully) tried your product or service and overwhelmingly loved it.
Don’t just leave testimonials for your website, though. Include one or two strong ones in your opt-in, too.
Logos from brands you’ve worked with in the past also strengthen your credibility. Lewis Howes does a killer job of this with his opt-in:
Plus, he’s strategically placed a plethora of logos just below the place he’s asking readers to commit to. This reaffirms that he’s trustworthy right where it matters.
Many people know that building trust is critical for their websites, but few build this level of trust in their opt-in forms.
This is when you’ll be asking your potential subscriber for their personal information so now’s the time to bust out those trust symbols.
Look for short testimonial clips or client logos that you could use and sprinkle them around strategically on your opt-in forms.
Resources: Not sure how to use social proof in your offers? Find out the 13 types of social proof here, and how to build up social proof if you're starting from scratch.
Now that you have all the info you need to put those opt-in offers of yours to work, it’s time to get moving. Don’t just sit there with analysis paralysis.
And don’t be afraid to re-test everything again afterwards.
By tackling these 7 items, and continuously testing them, you’ll finally start reaping the bragging rights that come standard with high opt-in conversion rates.
Want to squeeze every last email from your website? Click here to download a FREE checklist with these 7 mistakes PLUS 34 conversion rate optimization tips to blow up your email list.