If you have an online business where your goal is to build an email list, making sure your opt-in form is converting at its best is crucial.
Although there are tons of advice online when it comes to increasing email opt-ins, there are still a good number of brands and businesses that don’t make use of conversion psychology principles.
From my experience, using the tried and tested concepts mentioned in this article will at least double your opt-in rate!
Keep Your Writing Clear and Simple
Back when you were doing school papers, you probably had to write long-winding reports that explain a concept in multiple paragraphs. It does the job of meeting the word count and making you look smart!
The thing with your opt-in form is that it isn’t graded. Make sure to ditch the scholarly words and skip the unnecessary words as advised by this Princeton study by Oppenheimer. Oppenheimer’s research findings revealed that using overly complex language can negatively affect your readers if they can’t properly process your message.
Simply put, don’t be that person. You know, the one who talks all the deep word but can’t get anyone to understand them.
In your business copy, you want your audience to get the gist of what you’re offering from the get-go—so you don’t waste their time and yours too!
Diversify the Words You Use
Providing people with a diverse range of words can be a powerful strategy. Findings suggest that the link between language and persuasion can be achieved through lexical diversity.
Readers will likely be more persuaded if you vary your words. This just means that you should avoid repeating yourself especially when it comes to conveying something crucial. According to the study, the most probable reason for this is that using different words makes your message much interesting.
More than that, using the same words over and over can give the impression that you’re not too brilliant after all. And when people view you as less intelligent, you’ll be seen as someone who’s less credible, competent, and trustworthy.
That’s a no-no because to be successful in business, you want to be seen as a brand that can be trusted or that your product or service is worth being patronized.
As mentioned in the previous section, make sure you don’t make the mistake of associating diversity with complexity. You can use varied words that are still easy to understand.
A good way to do this in your opt-in form is to not keep repeating the title of the free resource you’re offering. You can outline the title at the headline but rephrase and expound on the benefits they can learn from opting into your freebie in your description.
Headline: Get Our Short Guide on Identifying the Business of Your Dreams!
Description: This free resource outlines all the steps you need to go through to determine the best business for you to pursue!
Give People a Reason
People love reasons. You can see it in how we always use it and in our quest to always find the reason for something. In fact, we love it so much that we use it everytime we’re in a pinch or when asking others why they did so and so.
But more than being a part of our daily routine, a powerful use of reason is in sales. Give a compelling enough reason for your target audience to buy a product from you and you’ll see a repeated increase in your bottom line.
Everyone wants to know the reason why they should buy a product and service and if you give the right one.
This is backed up by a foundational study done by Ellen Langer et. al where participants asked to cut in line. They gave reasons (that aren’t exactly logical) but was still able to get the job done of convincing those in line to let them use the Xerox machine first.
In your opt-in form, outline the foremost reason why they should subscribe to you. You could say, “Opt-in to our newsletter because you wouldn’t want to miss out on all the cool, high-paying job openings we have for you!”
Don’t Be Afraid to Get Specific With Your Numbers
A generic claim is the bane of any copy. It doesn’t add any value to your message and will relegate it to the vague, ineffective category of web opt-in offers.
You can’t just say…
- This checklist is quite extensive.
- My email course is really excellent.
- Our free guide offers reliable information.
Those are totally fine adjectives and phrases to use. But it leaves out a lot of details that are crucial in getting your readers to give you their emails.
Some of the questions the above don’t answer is for what and for whom is your resource? What will they get from it? What specific problem can it help them solve?
The key to making the above claims more compelling is to make them more specific. See the difference when you add concrete details to your opt-in form copy:
- This 15-minute extensive checklist will help you read 2x faster.
- My email course will excellently provide you the same 7-step process I did to boost my blog traffic.
- Our free guide offers 15 reliable information backed by data.
With more concrete details in the mix, you’ll be able to transform your opt-in form’s copy to something that’s more persuasive and believable.
This concept is backed up by a psychological study done on those waiting in line. When people don’t know how long they’ll be in line, they experienced the waiting period as longer than the actual time they’ve waited. As we can all attest, no one likes that feeling.
By including specific numbers, you’re giving your audience something to expect. This way, they can better decide if your lead magnet is something they can easily consume given their free time. This is the same reason why the majority of today’s web readers prefer number headlines to other types.
Put Your CTA at the End
Image created and designed by the author on Canva
There’s a reason why almost all properly written sales material you see has their call-to-action at the beginning or the end. It makes use of the primary and recency effect!
The aforementioned effects are also known as the serial position effect. It basically states that people are more likely to remember something when it’s positioned in the beginning and in the end.
That’s why most landing pages you see have a CTA both in the opening and closing parts. It works because it’s what sticks in people’s mind. Moreover, a piece of information is much easier for people to remember when they don’t have to consume any other details before or after it. Hence, the proven success of this tactic.
If you have a short opt-in form that doesn’t span a whole page, I recommend just putting one CTA at the end.
On the other hand, if you have an entire squeeze page as your opt-in form, it’s best to put a CTA at the beginning and end parts of your page to cover all your bases.
To recap, doubling your opt-in form’s conversion rate is all about keeping your writing clear and simple as well as diversifying the words you use. Remember to give people a compelling reason to download your free resource and provide specific numbers to your claims. Lastly, don’t forget to put a killer call-to-action at the end of your form to convince your readers to give you their email!
Jeanne San Pascual is your no-hype sales copywriter and the founder of The Copy Psychologist – a copywriting service for entrepreneurs who want to sell big without resorting to strong-arm sales tactics.