a single source, nothing corroborates it

Match the opt-in offer to the page it sits on

A sitewide form appears against untargeted traffic and converts worst of anything on the site. Overriding it per article, so a marketing piece offers a marketing incentive and the strongest version offers the worksheet for that exact post, lifts the rate several times over. Once somebody has subscribed, swap the slot for the next step rather than leaving dead space.

The method

1. 01

   Upgrade the call to action from a generic list invitation to a specific free resource, and better still to a download tied to the exact article being read

2. 02

   Override the opt-in form per post so a marketing article offers a marketing incentive and a design article a design one, with a default only as a fallback

3. 03

   Swap the opt-in slot for different content once a reader has already subscribed, and pitch the next step rather than leaving dead space

What it returned

• 1.2%

  His default sitewide form had the lowest conversion rate of all at 1.2%, precisely because it appears against untargeted traffic

• Three levels described: join the list, get a named free guide, or download the worksheet for this specific post

• Suggested replacements include an upcoming workshop or the course they have not seen yet

Sources

• 9 email marketing wins that take less than an hourNathan Barry · nathanbarry.com · 6. Content upgrades · 2015-04-08
• How I use email for marketingNathan Barry · nathanbarry.com · Multiple Incentives · 2013-06-28
• Email marketing systems for professional bloggersNathan Barry · nathanbarry.com · 1. Show custom content to subscribers · 2015-04-16