Building a list of responsive subscribers via a Web site that has a bit of traffic and quality content is surprisingly easy.
But sometimes, when working with users, we're surprised to see low conversion rates. So, we take a look into just why that might be.
Here are five factors to consider when growing your list.
1. Make your sign-up form easy to find
Too often, we find newsletter sign-up buttons on Web pages tucked away somewhere out of the obvious. When I see a page like this, my first thought is always "this must be a lower priority on the list of actions that the site owner wants visitors to gravitate toward."
That's a shame, because email, like no other technology, gives us the opportunity to turn one-time, anonymous visitors into engaged subscribers with whom we have the ability to develop beneficial relationships.
And yet, when I do speak with those with hard-to-find sign-up placements, I often find that they do understand the importance of email. They just don't have optimal placement for their sign-up forms.
Make sure you have forms (as opposed to buttons) published in hard-to-miss locations on your pages, and on as many pages where the form is relevant. Remember that nearly every page on your site has the potential to be a landing page, particularly in the case of visitors arriving from search engines.