What’s there to teach? It’s just a form. Well, a few things. I’m referring to the way you collect your subscribers’ email addresses and other info.
In general, the less info you ask for the higher your conversion rate and the lower the quality of the average subscriber. The more info you ask for the lower your conversion rate and the higher the quality of the average subscriber.
Only asking for an email address gets the highest number of opt-ins. But if someone has to give you their email, first name, last name and phone number, you can bet the ones that opt-in really want to hear from you. This applies whether you offer a lead magnet or not.
Which type of form you use depends on the situation.
- For this email list building course I wanted to add as many people to the automation as possible, so I only asked for an email address. The form converts at 45%*.
- For one of my other lists, I give away an extremely valuable lead magnet. I only want the highest quality, most qualified subscribers, so I use a 12-question survey. The form converts at 17%.
Even though I use both, I prefer the latter. It’s the same principle as the subscriber tier list from lesson 1.
* After sending cold traffic to the form, the conversion rate dropped between 10% and 15%. And when I started getting bunch of bot signups, I added a phone number field as a deterrent. This dropped the opt-in rate to between 9% and 13%. But that’s okay, because those were all high-quality subscribers.
My email software, Bento, verifies emails at signup. Suspicious emails are blocked and not added to my list. This eliminates the need to add more fields and ask for more information to ensure lead quality. Alternatively, you can use a third party tool that does this for you.
Now you can go read your bonus tip. The subject line is “[7LBL] Bonus tip 4: Segments and personalisation”.