5 Tips To Improve your Opt-in Conversion

Opt-in forms are easy to overlook as a key part of your email marketing strategy. But if you think about it, the opt-in form is really your subscribers’ first experience with your email program.

A well designed opt-in form will go a long way to supporting your list growth plans. Here are 5 quick tips for improving your conversion rate:

1. Use A Vertical Layout
You will get better conversion if you use a vertical layout as opposed to a horizontal layout. Horizontal layouts are confusing and clutter up the page. Make all your input boxes relatively the same length and line up the boxes on the right side, and the demographic names on the left.

2. Limit the amount of information you ask for
Don’t ask your customers for their life story! Just get the information that is relevant to the type of communication you intend on doing with them. If visitors see 100 fields; they are more likely to head for the hills then to fill out your form. The most minimal forms out there only require and email address. Remember you can get more information later on other forms; like surveys, contests or special promotions.

3. Clearly state the benefits
Let them know why your mailing list is beneficial for them to join. What do they get out of receiving your newsletter or promotions? Do you plan on doing a contest? Sending out insider information? State exactly what you intend on sending them and how it will benefit them and you are likely to get more sign ups. Using an image or 2 to support your offer with visual language doesn’t hurt either; and get your copywriter in there if need be.

4. Include links to privacy policy and state that it’s a permission based list
People hate SPAM! You should clearly state that they can unsubscribe at any time from any communication they receive, and that your list is 100% Permission Based. Also have a link to your privacy policy so they know exactly what you are going to do with their information. This will build up the trust factor.

5. Mark required fields clearly
Make sure after your opt-in form is completed that you mark which fields the visitor is required to fill out, and validate them. If you have 10 fields but only really need their email address, only require the email address to be filled out before the form can be submitted.

Bonus tip:
Include a Thank-you page so they know the process is complete. I saw a Web 2.0 site last week that after submission of their mailing list it just stayed on the original page. AJAX is great and all, but make sure you communicate that their information has been received. You don’t want to leave them thinking that their information just vanished into some black hole.

A typical thank you page should say, “Thank you, we have received your informaton” then redirect or list some links back to give them the chance to continue their visit.