5 elements to improve the conversion rate of your subscription form
I’m not just talking about content. I read blogs that post incredibly useful and insightful content but I haven’t subscribed yet. No, the problem is the way to generate new subscribers, the means to capture emails. Building a subscriber list requires a high-converting subscription form. Without it, your blog may receive a lot of traffic but only a small number of new subscribers.
High converting signup forms now have multiple components, all of which must be present for the form to be effective. If you omit one or more of these components, your form will not be well optimized and you will lose many new potential subscribers. In this article, we are going to look at the various key elements of a high converting signup form and how each element contributes to improving the conversion rate.
5 elements to take your subscription form to the next level
#1. Form placement
Sidebar, Header, Footer, Popup. There are so many places that you can put your subscription form.
The usual thing is to place it at the top of the home page, the home page, of your blog. However, as we have seen many times, this should always be tested on your page. You may get different results. Let’s take a look at two different strategies and see how they work.
Above the fold
This is the usual placement. Entering your page is the first thing all your visitors will see, so it will increase the chances that they will subscribe to your blog. It is the most common way of placing the subscription form so there are many blogs that can serve.
Most web pages follow this concept of placing the form at the top of the page. But remember that just because it works for them doesn’t mean it works for you too.
Below the fold
Do you know the concept of AIDA marketing?
AIDA stands for Attention, Interest, Desire, and Action. It is based on the idea that, before making a decision (Action), a visitor must be directed through a series of steps that attract their attention and arouse their interest. According to this logic, it means that placing the subscription form in view of the visitors so that as soon as they enter your blog they give you their email (Action) should be the last thing and not the first thing. Many long-form sales pages place the form “below the fold”. First, they detail the offer and then they ask you for the data.
If you find that your forms are not converting enough and you have it placed “above the fold” , give the AIDA concept a try and analyze the results.
#2. Form layout
Design is more about making the form stand out and not so much about making it look pretty. Sure, it has to be easy on the eye, but if your visitors don’t see the form at a glance, then it won’t be working well.
Let’s see some common form design methods.
Use boxes for your form
Placing the form inside a box has two advantages: It draws attention, especially if it has a different colour from the rest of the web page.
It implies that the elements within the box are part of the same and are separate from the elements that surround it. It helps to distinguish what is part of the form from what is not.
Use visual cues
Directional signs also play a key role in improving your conversion rate by showing your blog visitors where to look. Just like cops direct traffic, directional signs ensure that visitors see important elements on your page – in this case, the sign-up form.
#3. The text of the form
Once we are done with the form design it is time to get down to the text. Capture the interest of your visitors with an attractive headline, and maybe a few images, before getting into the details of your offer.
Let’s see some tips and tricks to make your texts more compelling.
Increase perceived value
Many people mistakenly assume that to grow your subscriber list you need to offer a really big lead magnet to your visitors. The reality is, your offer doesn’t have to be a big deal. It simply has to be perceived by your visits as something of great value.
#4. Form fields
Form fields are the biggest source of friction when signing up, but they are unavoidable. Here are a couple of tips to reduce the inconvenience of the form fields.
Reduce the number of fields
This seems obvious but sometimes we forget. The subscription form has to have few fields. The ideal is only one, the email. Two at most, email and name. More fields are to lose a lot of potential subscribers.
So if your subscription form has more fields, you already know that is the first thing you have to do.
Increase the number of fields
Sometimes reducing the number of fields results in a decrease in subscriber quality. As it is easier to subscribe, it is done by people who are not really interested in your topic or in the products and services you offer.
Therefore, another option is, instead of reducing the number of fields, is to focus on improving the quality of the subscribers, who are all or most potential customers, who are really the subscribers that interest you.
How to do this? Putting very significant fields for your business. For example, in my case that I am dedicated to implementing Email Marketing strategies in blogs and online businesses, I am interested in that all my subscribers have a blog, so I could add a mandatory field where to put the blog address.
In this way, you lose potential subscribers but gain potential customers.
#5. Call to Action
The CTA is the last step in the formula to build the best possible signup form. Again, you want a compelling Call to Action that avoids all possible objections.
There are a few things you can do to achieve this goal.
Differentiate your Call to Action
Make sure your visitors can easily identify your CTA. You want it to stand out to attract attention and encourage clicks.
Here you will have to do many A / B tests trying different combinations of colors, shapes, and texts. But it’s worth it because few things impact your conversion rate more directly than CTAs.
Your website and your audience are different from those of any other blog, even if they have the same or similar themes.
Instead of blindly following the tips and suggestions that I have indicated in the article, you should try each one of them to know how effective they are in your specific case. Although it will serve as a guide to know where to start and have good results from the beginning.