We’re starting weekly website reviews on CXL. This time I asked on Twitter who wants a review, and picked a few that shared one thing – they all want more email opt-ins.
In this ~11 minute video I’m telling 4 sites what I’d do to improve their opt-in rates.
Sites mentioned here:
Note that none the feedback given is based on historical nor current data, I might make a different call after seeing the numbers. It’s only based on my experience of optimizing hundreds and hundreds of sites.
What Will We Be Looking At In This Website Review?
When I’m optimizing email optin forms, I primarily look at three things.
Do I understand what it is that’s being offered, and do I understand that it’s for me. Am I the ideal customer for this offer?
#2. Benefits & Value
Is the offer something I want?
Can I instantly understand the value in the offer, and see how it will benefit me?
Do I get benefits right away?
Of course, this should go without saying, I look at the design.
Website Review 1 – Investing With Options
It looks nice!
It’s very clear, there’s a large email opt-in form, and my overall first impression is positive!
The only thing I don’t like here is the shot on the computer screen. It’s unclear to me what that is, or how it plays a role in the site’s value proposition.
It might just be me, because I don’t know anything about options trading, you may want to consider testing a different image to boost your conversion rate. I would love to see the actual course.
The headline “Free Options Basics Course” is good, because it clear that it’s a basics course, but I’d like to see a more benefits driven headline here.
I would also like to see more clarity in the “Join our 5-part options basics…” lede. I’m unclear what I’d actually be able to do after I take the course.
As someone who knows nothing about options, and the course being for beginners, I’d love to know what the different 5 parts of the course are through bullet points, and have the copy frame my journey from “beginner” to “intermediate” options investor.
I get the “free course” and that is a clear benefit, however the benefit of the course is not so clear.
Finally, I would get rid of the ! in the “Get The Course” call to action, shorten the copy under the form headline, and test a privacy blurb under the main call to action.
Website Review 2 – Productive Muslim
Next up, ProductiveMuslim.com is looking to get more email optins.
First, let’s look at the headline for your subscription area.
I’ll be honest, I’m not a big fan of this opt-in area and here’s why.
- Nobody wants to subscribe to anything. We have too much spam as it is, and for many the word “subscribe” is associated with junky magazine subscriptions or with paying money.
- The headline and the lede area are essentially saying the same thing.
- The “Join Us Now!” graphic looks… cheap. (maybe use the standing man in your logo to somehow call attention to this area?)
I also wonder, why you need my full name in order to opt-in?
Looking at the button I wonder, if I sign up, do I get my productivity tips now? What is the instant gratification?
Do the productivity tips come in the form of a .pdf, a daily digest, or are they weekly? Are they delivered over video, podcast, or slideshow? Do you give me tools, tips, or challenges?
Being more specific with your offer could help you to attract not just more subscribers, but better subscribers.
People don’t want free ebook! The internet is full of free ebooks.
If I want free ebooks, I would spend all day downloading them. People don’t want free ebooks, they want specific benefits.
Because there are so many free ebooks, and I don’t want to download them all, tell me what makes this one great. I want a proper value proposition here. What will I learn when I download your guide?
Overall Reaction: It’s clear what I’m supposed to do on this page, but I need to have more specific benefits as to “why” I should join.
Website Review 3 – Single and The Sweet Side of 40
I would like to see you test a different headline in this area.
“Living Single 4.0 Support Suite” while it may sound neat to you, it doesn’t sound like anything people would actually say to each other.
It’s a trap we all fall into, but remember, regular people don’t speak jargon.
Imagine your friend walking up to you and saying, “Hey, would you like this Living Single Support Suite” (it’d probably make you want to cry!)
Additionally, the low contrast between the green in your bullet point makes it very difficult to read on the white background.
I would like to see you simplify the amount of information presented in this box. Perhaps add check marks to the bullet point area, and rename the last check point so it’s not nearly identical to the one that comes before it.
I also don’t feel like this pre-call to action adds any value – only that it adds to the noise.
Ultimately, I’d like to see you combine all of these into a single offer (heh, pun intended) with a clear, benefit oriented headline and copy. That way your visitor won’t have multiple things to focus on, and are absolutely clear on what they’re getting.
Overall Reaction: The design is good for what your site is about, but I want to see even more clarity from the content in the email optin area.
Website Review 4 – Dolls Kill
First, we’re greeted with a pop-up for email capture.
The font for Join the Misfits is kind of hard to read, but if that’s your branding, it’s alright.
While the “Get Updates… ” text here isn’t terrible, the problem is similar to the “Subscribe” language we were talking about earlier. Updates are commonly associated with spam, and there is no real immediate benefit from becoming an email subscriber.
In 6 Smart Ways to Capture Emails I use the example of E-commerce site Made.com giving a €10 welcome gift for brand new subscribers.
While it doesn’t have to be free money, it should be something extra to drive an action beyond “Get Updates.”
Also, when I click on the “Enter Email” area, the text disappears, which could have a negative impaction on conversions, if your visitor gets distracted by a tweet, and forgets what the box is about.
I would also test using different language than “Sign Up” as that’s a generic call to action, and is generally uninspiring. The best calls to action usually finish a thought, or puts a button on the benefit’s established in the preceding copy, so keep that in mind as you try new language.
Overall Reaction: The site itself is beautiful, using great full color images and relatively simple, prototypical design. I would test not using the image carousel, as they’re known to kill conversions. But I think if you make a clearer offer, and improve that call to action, you’ll see the lift’s you’re looking for.
If you’re not getting the conversions you hoped for, chances are, the offer you’re putting out there isn’t specific enough.
Try to use real human language and present the benefits in a way that make sense.
We’re planning on making website reviews a weekly feature on CXL, so if thought this was valuable, and you’re interested in having Peep review your website, email [email protected] and we’ll get your website scheduled for review.