- 498 people would open your email;
- 120 people would see your Facebook post;
- 40 people would see your tweet.
Make it ridiculously easy to sign upThanks to the increasingly digitalized lifestyle, the average attention span is 8 seconds. People find it more and more difficult to focus on one thing for longer than it takes to scroll through the Facebook feed. Which is an awfully bad news for marketers who need to keep their audience glued to their screens. If you make the signup process too complicated, people will get distracted and never complete the conversion. Allow one-click signup to ensure you’re optimizing your conversions and keeping it dead simple for the frazzle-minded to join your list. Another element that will have a huge effect on your conversion rate is the type of call-to-action you use. Both the button copy and design will influence your prospect’s decision. A well-designed CTA stands out from the rest of the offer and is usually the first thing a visitor sees. You’ll need to run some A/B tests to see what colours work best for your website or landing page, but the rule of thumb is to aim for high contrast and eye-catching colour. When crafting the copy for your CTA, use Joanna Wiebe’s of Copyhackers.com tip. She says the best way to put yourself in your visitor’s shoes is to use the phrase “I want to ____” when brainstorming for the button copy. Fill in the blank with words that you think best describe the benefits of your offer. For example, if you’re offering a free productivity guide, you’d start with I want to “Learn the secrets of productivity”. See, it really is an awesome tip.
Make your “bribes” tempting and relevantA relevant opt-in offer will focus on highlighting the benefits that a prospect can’t refuse. But heads up, you will only be able to come up with irresistible bribes if you have a clearly defined target audience and know what makes your prospects tick. If you try to sell ice to an Eskimo, you will fail pretty quickly. This is the time where you look back at your buyer personas and carefully assess your own goals. Who are the people that you’re trying to attract? What are their passions, pain points, and desires? What is it that you do or have done in the past that intrigues and motivates others? Answering these questions early will help you better define and tailor your signup offer. The popular opt-in bribes can include access to a closed community, special offers or discounts, highly valuable content, or anything else that fits with your brand. Images Source: SocialTriggers
Implement emotional triggersAccording to the internet millionaire Jeff Walker, there are 9 mental triggers that can influence people’s decisions. Deeply rooted in our mental psyche, these triggers often work without us realizing it and are, therefore, incredibly powerful weapons of influence. These are the triggers on Walker’s list: authority, reciprocity, trust, anticipation, likeability, events/rituals, community, scarcity, and social proof. When it comes to building an email list, many of these triggers can be incorporated into your tactics to boost their effectiveness. Here’s a little bit more about the triggers that work well in email marketing:
- Authority. A doctor, professor or judge are some of the best examples of how powerful the idea of authority is. People tend to look for help and guidance from those who are established, respected experts in their fields, as it helps them to make decisions faster and more efficiently. By positioning yourself as an industry leader, you will have a better chance convincing people to sign up to your email list.
- Scarcity. We are motivated by the perception of scarcity and often act on an impulse to get something while it’s available. Adding the element of scarcity (or urgency) to your headline or offer can have a significant effect on the conversion rates.
- Trust. Getting your prospects to trust you almost as much as they trust their friends or family members will take quite a bit of time and effort, but once you break the ice it will be plain sailing from there. Focus on developing strong relationships with your prospects and learn how to boost your credibility if it’s a little shaky.
- Social proof. If you can use testimonials, quotes, high-level statistics or case studies to demonstrate how you helped other people achieve their goals or solve their problems, your prospects will automatically place more trust into you and your offer. A very simple example of this trigger is people’s tendency to choose to go to a restaurant that has more people inside than another one that looks empty. Following the crowd requires less thinking.
- Likeability. Personality sells. If you can get your prospects to like you, selling to them (or getting them to sign up to your mailing list first) will be much easier. It’s important to keep your messages simple and relatable, write in a human way and use high-quality, professional images as well as add your own headshot where appropriate.