Amazing what a little testing can do for you!
2:19pm
Saint Paul
Improving conversions on a pop-up from 2.04% to 4.18% may not seem like a big deal…
My wife doesn’t think so, anyway.
After all, it’s just a few percentage points, right?
But when we look at numbers in the thousands, and suddenly we’re getting twice as many people to raise their hands and opt into an offer?
Suddenly, it’s a very big deal.
In fact, some companies live and die off a few percentage points here, a few percentage points there.
Without giving too much away, here’s how I tested and refined this pop-up to pull in more than double the new members:
1. The offer is for a free newsletter. But the headline named the newsletter, whcih had zero meaning for the visitor. Removed that jargon and clarified the newsletter name in the body of the pop-up, while focusing on the benefits in the headline.
2. Identified the target market by calling them out by profession so they know the offer is for them.
3. Added social proof by stating how many new members joined every month –– and gave it a twist by not saying “X,000” but “X,001”. Remember, different stands out. (We may need to update this number after a few months!)
4. Changed the pop-up font (typeface) to be congruent with the rest of the website.
5. Changed the call-to-action button (the CTA) from “Subscribe now!” to “Yes, send me __ and __!”
While these are all standard ideas in marketing, not everyone thinks to test them.
Many companies create a pop-up and then set it and forget it.
For this change, however, I tested 8 different variants, and killed off the low-performers pretty early on.
And now that we’re above 4%, I plan to test further with new ideas.
If your business needs a fresh set of eyes to review old marketing… or to set up new ways to attract customers… hit reply and lets talk.
Bye now,
Jeffrey Thomas
Direct Response Copywriter and Growth Partner
PS. What did you think of my interview with Brian Kurtz? (If you missed it, click here)