You want to know what the really rich guys do that the rest of us don’t?
They use maths.
They use statistics.
They measure, track, tweak and remove as much guesswork from their business activities as possible.
And as my traffic and readership continues to grow I’m starting to see why. A small change in my opt in form design could result in dozens of missed email subscribers every day. And that works out to a lot of potential customers down the track.
I’ve made a video to show you how to create a split test for your opt in forms to mathematically get more email subscribers.
The post that follows is a bit of background in to what is going on and why everyone should be doing it.
What exactly is a split test?
If you are new to all this stuff you are probably wondering what the heck a split test is!
A split test (or A/B test) is where you run two versions of the same advert and see which one performs the best.
Today the “advert” that we are talking about is our email subscriber opt-in form where we ask people to enter their name and email address and subscribe to our blog.
A few years ago I thought this stuff was for people who had too much time. I honestly thought that it wouldn’t result in a huge difference to my subscriber levels and my time would be better spent producing new content.
I was wrong.
Now I believe the reverse is true: why bother spending time creating all that amazing content if your subscriber form is not working at its absolute best?
What an absolute waste of time.
Split testing two different versions of your email subscription form is one of the most worthwhile things that you can do for your blog or website.
Creating a split test for your opt-in forms, the video
Let’s now watch the video so you can see how the whole process works with Aweber.
As you can see, it takes around two minutes and gives you data that could make a huge difference to your profit margin.
This was one of the main reasons I switched to Aweber for my email marketing and subscriber service.
What elements of your opt-in form should you test?
Now that I have (hopefully!) convinced you that split testing is the new black you are probably wondering what elements of your forms you can change and measure.
Here are some suggestions that I have tried out myself.
- The copy
The first and most obvious thing is to run different versions of copy. You might want to change what the header says or what the main pitch is about. This is often the major turn on/off for potential subscribers.
- The font size
Header and copy font size can play a big part in how visible, noticeable and actionable your opt-in form is. Play around with larger fonts.
- The colors
Do your colors match your branding and blog design? Does it matter? Do louder colors get more attention but result in less subscribers. These are the types of things you need to test.
- The “submit” button text
The submit button is a really big player in subscriber rates. Some people find they have more luck with a forceful statement like “Sign Up Now!” and other people find that less committing statements like “Get Started” work a lot better. Brian Clark once commented that he thought the words “Subscribe” sound too much like something you pay for and should be avoided. Test that!
- The use of images
I used to run a version of my sidebar ad that had a picture of the free eBook in it. That’s gone now after some split testing showed it didn’t perform as well.
- The use of social proof
Social proof is where you use statements like “Join 200,000 others who have already subscribed” to encourage people to sign up. The psychology behind these statements is that people hate being first and really want to know that they aren’t alone. But sometimes this might have a negative effect if people feel like they aren’t getting something fresh and new and exclusive.
- A different free giveaway
Maybe it is your free eBook that is hurting your sign up rates. Try a form without one or with a different one and see how things go.
You need to set some really concrete goals here otherwise you could spend your whole life tweaking and testing things that don’t matter. The more study and reading you do, the more you will get a feel for what elements need to be changed and just focus on them.
What makes you sign up?
Can you think of any element of an opt-in form that really makes you want to sign up? Please leave a comment and let me know. We might get some really cool information.
(If you’ve ever done split testing let me know too!)