By now you should know (1) the data you want from your customer, (2) what bribe you offer in exchange.
So when and how should you offer this deal?
At some point in your customer journey, you’ll have to present them with a form where they can fill in their data.
Don’t ask for their email too early.
They won’t trust you with their email if you haven’t been of value to them yet. So don’t jam a popup in their face when they land on your site. You will have to calibrate the sweet spot.
Don’t ask for their email too late.
If you wait to ask for 5 minutes on your websites, they might be gone by then. Or perhaps they’re already warm enough to be nudged towards a real commitment instead of just giving an email.
A. Pick the place and time to present your opt-in forms.
So when to present the form? And what method to use? Always empathize with your user – imagine their intent when they’re browsing your site.
You can use tools to observe this.
Be assertive enough to get those emails, but don’t be pushy or annoying.
So pick the methods that rhyme with your audience and brand. As for what converts best, you can try different places and times.
• In a popup. The classic method is reviled and loved all over the internet. Darken the rest of the screen and put a bright form in their face.
• In a landing page. You can embed your form in a landing page – one that is built only for convincing your visitor to fill in that form.
• In your email signature. You can add a link in your email signature that goes to a form or a landing page.
• Welcome gate. Present the form immediately when they land on site.
• Header or footer bars. Add your form to the header and footer, or in a bar that stays with the user.
• Upon leaving. If you detect someone is about to close the tab, you can present the visitor with a popup.
• In your blog post. You can add the form in a sidebar or underneath each blog post, where users are most likely to be impressed by your knowledge.
• Download pages. Wherever people can get brochures, documents or other resources you can ask them for their email.
• On request. You can sprinkle links to your opt-in form throughout your content.
B. Choose a method to build and integrate your forms.
- Use a tool that synchronizes with your email They allow for everything described in this chapter, plus a whole lot more.
- Use the functionality of your email Every email tool offers simple forms to embed in your site. No effort required, no result expected.
- Build it all If you resent using third-party tools, you can build the functionality you need yourself. Coding knowledge required.
C. Design an opt-in form that converts.
Never use crummy forms. Make sure they’re well designed, blend with your website and use bright buttons.
They should contain at least:
A captivating headline. The big benefit of giving you their email should be instantly clear.
A short description. A few lines clarifying the headline. Don’t forget to mention it’s free.
Charming visuals. Offering a free eBook? Add a mockup. A free course? Add a picture of the instructor looking at the form.
Descriptive button. Never be creative in the text on your button. Buttons should describe exactly what happens: “Send me the eBook”.
Remember to use as little form fields as possible. First name and email should be enough for now.