Over a half of the people who live on this planet have got an e-mail address, and they use it every day to register for services online, to pay for goods bought on the internet, to receive important communications from colleagues, relatives, and companies. With smartphones, we can be reached by e-mail at all times, and that is why e-mail marketing is so crucial for your online income. A good way to gather the e-mail address of your target is implementing a form on a landing page and throughout your website. Studying good ways to increase conversions of an e-mail form is also something you should do regularly.
There are a lot of tools online that allow you to build an e-mail form, so it is not difficult to make a good form, but there are quite few tips on how you can increase the conversions of an e-mail form. Based on our experience, here are some ideas that will surely help.
A good welcome e-mail
People take part of their time to subscribe to your newsletter and you don’t even say thank you?
Not only that: people see so many things online every day that they end up forgetting where they put their e-mail address, and the next e-mail they receive from you usually goes in the bin, or worse: in the spam.
The welcome e-mail can contain information about the service users just subscribed, a recap of the advantages they will get, or the content they were promised to get when they submitted the form, but you must always include a thank you message.
Find the best spot
The placement of the form can make the difference. There many different places where you can implement your e-mail form, and you can even determine when it has to be displayed: it can be above the fold, or at the bottom of the page, it can be hidden and appear when clicking a button, or it can pop out in a modal when loading the page or right before the exit.
You will need a few tests, and good monitoring tools to determine your users’ habits, but once you get it right, you will see a significant increase in conversions.
Hotjar and its recordings can be very helpful, if examined carefully.
A good copy
The first thing a user wants to know when they see an e-mail form is your Unique Selling Proposition, i.e. what advantages they get, and no matter how many times you mention them, it is crucial that you do it above or next to the form. A short descriptive text will do the job, but it has to be persuasive: remember that it is your last chance to capture the lead, and if they are not convinced of your message, they will just close the page, regardless of the incentives you give.
The call to action also plays an important role: it is the final touch that engages the user and makes them take action. You might think that a Submit button is enough, but it is just not true: sometimes, the more you are implicit, the more likely your form is to convert, while for specific brands and businesses you can make an original, themed, and more creative call to action that will surely get the attention of your target, for instance, a couple of years ago I worked on the website of a shipyard, and I changed the CTA of their e-mail form from Submit to Let’s sail off, and conversions increased significantly.
Simplicity is the way
People think fast, you have to act fast: a form with a lot of fields can be a lead-stopper, and can make your conversions drop.
I do know the importance of getting as more information as possible, but no one ever said you have to get them immediately. Starting a follow-up series, and guiding your lead to new landing pages where you can ask for further data might be a good strategy, just keep the main e-mail form essential, with as few fields as possible: it is not a secret that the average user is a bit lazy when it comes to giving their information, and we do not mean to attribute a pejorative epithet to anyone, but it is just how our brain works, so if you want to increase conversions of an e-mail form, keep it simple, and do not make the mistake of presenting a form with still a lot of fields, but only a few mandatory, because it won’t work: the visual impact is an important factor, and too many fields, no matter if you must fill them or not, are still too many fields.
Not only the number of leads, but the quality is important too: I bet you do not want a list with thousands of e-mail addresses with half of them being junk leads, and that is not the only risk: if you send e-mails to uninterested people, they will likely move your messages to the spam folder, and if this happens too many times, you could be blacklisted, and that would be a knockout blow to your chances of generating revenues with e-mail marketing.
These problems can be solved by sending a confirmation e-mail right after you convert a lead from your e-mail form, so they don’t have time to forget you. Nothing special, just a brief reminder of you you are and what you do with a confirmation link to click.
Use a lead magnet
Users need a good reason to do anything on the internet, especially when it comes to their personal data, and probably the overused phrase “receive exclusive offers” is no longer enough, but the principle is still the same: the stronger the incentive, the higher your chances to convert.
A freebie is always a good lead magnet: an e-book, a coupon, a premium access, and many other things. As long as it’s free, people will easily give up their data in order to get it.
How would you increase conversions of an e-mail form?
We told you our most common tactics, but there are a lot of ways to get this result. What are yours? What advice can you give to those who want to exploit the power of e-mail marketing?
Making a modern and professional website is the goal of any designer and it should also be the trait of every business approaching the web. We are a web agency, so we make website design in Birmingham everyday, and we know nowadays it is very easy to create your own websites in less than one day, thanks to the many tools available online like Wix, Shopify, and other drag & drop composers. It is a cheap solution that many local businesses adopt when they can only dedicate a tight budget to online communication. We often say the potential the web can offer is underestimated and if you allocate a low budget, well, you should raise it. However, although it is the ideal course of action to take, it is not always materially possible to do so.
However, these cheap website design platforms can do more harm than good, if used improperly and without any skills or knowledge of how the web works. Let me be clear: it’s not that it is your fault if you want to save money, especially if you are a small local business, we know a website design in Birmingham can be quite expensive, what we say is that if you want to make your own website, you should at least make it look professional.
At this point, a new question arises: what makes a website professional? We identified ten elements that make the difference. Let’s see all of them.
1. Define your goal
Before even putting the figurative pen to paper, you need to plan your website design according to the goals you want to achieve. Make sure your goals are S.M.A.R.T. and measure your ROI based on those goals: increase in online sales? Brand awareness? Whatever is your intent, make sure your website reflects it.
2. Define your target
Your business is not for everyone. Unless you are a nationwide supermarket chain like Tesco or Sainsbury’s, and even in that case, there may be some people who are not interested in your offer. However, it is exactly for this reason that you have to pick your target carefully, because it will help you optimise not only marketing and advertising expenses, but also the UX design.
I’ll give you an example: we want to attract customers who are looking for their website design in Birmingham, therefore, we have to study their characteristics: we know most of them are older than 25, and if they own a local business they struggle with fixed costs and taxes, so they are looking for a simple but cheap solution. This consideration is suggesting me to create a website with a simple plain layout, easy to understand, and a copy that highlights how much money they could save.
3. Optimise it for mobile
Responsiveness is very important: nowadays, we all surf on the internet using our smartphones, so many people prefer doing things on their mobile devices, rather than their desktop computers.
Obviously, the screen of a computer and the display of a smartphone have a different resolution, and the way you view the elements on page changes radically, so make sure the website design you are making is correctly viewed both on mobile and desktop.
4. Insert your logo
Have you got a company logo? Show it proudly on your website! Create an identity, make yourself recognisable both online and offline, so that when people see your logo online they recall it to the place in the city they recently visited or to the business card you gave them, and when people see your logo offline it reminds them of that stunning website they found on Google.
5. Choose your colours
What are the main colours of your logo? Take note of them, because you should be coherent with your choice in every part of the website. This is the most important element that will give your website a professional look, so avoid the rainbow effect. Unless your website is about LGBTQ+. Also, in doing this, keep into account the marketing colour psychology and the effects colours have on people, and relate this choice to your target.
6. Do not forget the trends
I know what you are thinking: how can I respect my colours choice and my style if I also have to follow the trends of the moment.
You can, because the trends don’t necessarily involve colours. What I mean for trends is something else: can you remember all those flash scripts on the websites in the ’90s? Well, in 2018 they are outdated. And ridiculous. And what happened to the round button style of Web 2.0 of 20001-2010? Well, this is already a new era.
The thing is: the web runs fast, and what is considered nice today, might be considered awful tomorrow. Does this mean you will have to periodically reconsider the structure and style of your website? Yes, it does.
7. Keep an eye on copywriting
Websites contain information, and this information should be clearly presented to visitors, because those information play an important role: they persuade your visitors to accomplish an action on your website, which might be the one you had in mind or… the opposite!
Make sure not only the copy of your website is persuasive, but that it is also presented in the correct manner. Basically, creativity is nice, but yellow text on white background just sucks.
8. Pay attention to the navigation menu
Navigation menu is like a map in a maze for your visitors: you may have no idea of how complicated is surfing on a website with many pages, but if there is an organised and clean menu, it will be easier for them to find what they are looking for.
Make your navigation menu simple to understand with a few main options and well organised drop down menus.
9. Make everything simple
The user experience is another important key-point of your website, so take care its usability. Giving more attention to website’s usability means caring about their journey through your website. Remove all the unnecessary, make the navigation smooth, and keep it essential: sometimes less is more, because when it is too much your website results either slow to load or too confusing, and in both cases your users go away.
When you’re finally done, it is not over yet: there is a phase of testing you cannot skip. A phase in which you check all the things that don’t work and fix them. Trust me, if you create a website design, there is always a broken link, a typo, or a distorted picture to fix. Testing is the best solution to correct all the mistakes.
Your website design in Birmingham
As you can see, creating a website is not exactly the job of an afternoon, and various skills are involved. Should you need any help or consultancy, remember we are a web design agency in Birmingham, so feel free to ask any enquiry for your projects.