List Building: 5 Ways to Boost Opt-Ins and Conversion

One really great place to take advantage of other companies' testing is to visit MarketingExperiments.com. Of course, the tests aren't your own, so you can't depend on them solely to operate your business, but it's a great place to start.

A little more than 3 years ago, MarketingExperiments.com conducted a study on subscription rates. They based their findings on many different variables, and though the tests are old, the principles still apply. I'd like to share some of the results with you here, as they apply to list building, but you can see the entire report at http://tinyurl.com/2ymexr:

1) Be sure your value proposition is prominent.

When you tell customers or potential list members what's in it for them, you're letting them in on your value proposition. How will the special report that you're giving away in exchange for their name and email address solve their problem? For example, if your niche is computers and your report tells them minimum requirements for selecting a new laptop, people who don't know computers quite so well would be interested. You're going to show them what they need to make an informed decision before they buy. This value proposition should probably be your headline.

2) Make signing up quick and easy

When you design your list building page, it's smart to stick to basics. Use a headline 3 to 5 bullet points and an opt-in box. That's really all you need. Let people know why they're signing up, what they'll get for doing it, and then, make the process as simple as possible. Don't make them fill out a lengthy form for your free report, just ask for a name (even first name) and an email address. You can get more information from people who join your list later on, when they become customers and actually buy your product.

3) Let people know you'll protect their information.

In these days of identity theft, which is all over the media, people are very leery of signing up for anything, especially online. Let them know that you're one of the good guys, at least in theory. "We protect your privacy. Your information will never be sold, rented, or given to anyone for any reason" would be a helpful statement, if you place it directly under your opt-in box on your list building page.

4) Provide a statement aout low-risk.

Let people know they can unsubscribe at any time, without hassle. How full is your inbox? People are reluctant to sign up for one more list because there are so many messages every single day. But, if you remind them that they can unsubscribe, they may feel more comfortable opting-in for your free report, knowing they can cancel at any time.

5) Use your list building page to funnel your customer into a sales process.

When leading people to buy your product, which is the true purpose of any list building page, you need to lead them through the process. This begins when they opt-in and it continues with the redirect after they click the submit button. This should be the sales page for your product. Though your special report will sell your product throughout, you'll also want to send list members autoresponder messages with more information about your niche. At the end of each informational email, you include a link to your sales page. Many times, after you've delivered a bit more helpful content, people will come to respect you and buy what it is you're selling.

Though you have to track and test your own list building pages, these 5 hints will certainly help your opt-in rate and potentially, your conversion rate, as well. Always remember to answer the "What's in it for me?" question, and help people solve their problems. When you can do that, you'll build a customer base of loyal people that will last a lifetime.