Sign-up Landing Pages

A visitor to your site has given you the most valuable commodity there is – time.

And you have an entire TWO seconds to make an impression – use that time wisely.

Step 1: Keep them on the site!!

Immediately answer their questions:

[list style=”style4″] [li]Am I in the right place?[/li] [li]Do you have what I’m looking for?[/li] [li]What do I do next?[/li] [/list]

Distractions abound online and just because someone found your site once does not mean they will find it again. The best way to stay in touch? Email.

When we’re talking about email, we’re talking about nurturing a relationship and moving people further into the sales funnel by providing real value. But even if you just start with sending them daily posts or a weekly summary of posts… at least you’re staying in touch, providing useful material that they’re interested in and staying top of mind.

 

Let’s talk about what it looks like to persuade someone to give up their email. It is very much like a sales transaction. They are trading their email for something else of perceived value: the newsletter or incentive offered.

This kind of transaction – email for incentive – best works on a landing page with great persuasive copy, a call to action and an incentive.

Email Sign-up Landing Pages

If you’ve done your attraction strategies correctly, you’ll have a landing page link in all your social media profiles and email signature. The page the new reader will land on should be the email sign-up Landing Page.

The basic idea of an email sign-up page is to remove all distractions, add persuasive copy to share a story, show your voice/ personality and demonstrate what you can offer.

Other copy suggestions include:

  • tell a story
  • first headline is the most important: show empathy
  • second headline is more important than the third… leave the reader curious
  • third headline is more important than the fourth, and so on
  • remove any friction visually and experientially to sign-ups
  • this is a good place to ‘sell’ your incentive
  • satisfy objections
  • provide assurances via guarantees, if applicable
  • social proof and testimonials are a good idea too

Chris Brogan Newsletter Sign-Up Page and Copyblogger Design Landing Page have excellent examples of landing pages.

Email Sign-up Form

Now that we have a great story with persuasive copy on the landing page, we need that email sign-up form. It’s actually suggested to put this 2-3 times within the sign-up page. The sign-up form includes any required fields – first name, email, etc, and also the call to action button.

The sign-up form can be anything from Mailchimp’s standard copy/paste to a snazzy one that you develop yourself. As far as design is concerned, the only important thing is that it is absolutely congruent with the rest of the site, or the social media profile from which the reader came.

A disruption in the design produces friction and a subconscious distrust.

Once you have a sign-up form that maintains consistency with your brand, put them everywhere. I recommend sign-up forms on the email landing page, home feature (big prominent hero image), top / bottom of your site(ie: hello bar), sidebar and after every post. Yes, that is a lot of places. Yep – I totally think it’s a good idea. (Bufferapp blog doubled their subscriptions by doing this in one month)

Call to Action

The call to action is the copy that you put in the ‘subscribe’ button. “Go” “Subscribe” “Send”

Of course there are even best practices around this – or at least current research! It’s kinda interesting that if you say, “Find out more” you’ll get more clicks than if you say “Learn more here”? Do you sense the difference?

The best advice seems to be – action words and first person voice get the best results.

But these are fairly new results and could vary depending on your audience.

Phrase the call to action button with:

  1. action words like, “Sign me up”, “Get it!”, “Download now” and “Claim the …” get the most action.
  2. first person like, “I want in!” “Let me have it!” “Send it to me” “Send me the ” “I want the…” “I’ll give it a try”