Your opt-in page, or “squeeze page”, is a critical leverage point in online lead generation. Here are 10 tips for increasing its pulling power and boosting your conversion rate…
Technical & Design Considerations:
1. Your opt-in page has but one goal: to collect contact information. Therefore, there should be no other option but to opt-in. No menu bar… no external links… nothing to distract your visitor from taking the desired action. This is a proven tactic for increasing response.
2. As a general rule, the more information you ask for, the lower your response will be. For first contact, settle for the name and email address. Asking for the phone number will lower your response rate. It’s too soon to ask for it. Once you’ve built the relationship, you can always step up the involvement by offering another enticement for more of their contact information.
3. Be sure the opt-in form is “above the fold” so visitors don’t have to scroll down to see it. This is proven to increase conversions. If the copy is long, include another opt-in form at the bottom of the page.
4. Your opt-in page should be on its own domain such as www.AutomatedLeadsOnline.com. This makes it much easier to market and promote your opt-in page using offline methods.
Copywriting Considerations:
5. Your headline should speak to your target prospect, communicate a unique benefit, contain a certain amount of curiosity, use specific (non vague) language, and make an emotional appeal. (Refer to my blog series on headlines for more detailed information.)
6. People are increasingly reluctant to give up their contact information. That means your copy needs to work extra hard to “sell” your free enticement. In fact, opt-in page copy is actually sales copy. Your prospect should desire your information so strongly, he is willing to give up his closely-guarded email address to get his hands on it.
7. Use bullet points to create intrigue and tease curiosity. They should point out what your prospect will discover on the “other side.” Make them as interesting as possible. They should be specific… unique… relevant… and intriguing.
8. Add value to your offer and give it a price… then give a plausible “reason why” you’re giving it away as a gift. It’s important to get past the perception that free stuff isn’t worth anything. If you’ve done your job correctly, the entire page will be about building value for your enticement.
9. Include a call to action that tells the reader exactly what you want them to do. Leave nothing to chance. Take advantage of the fact that people respond to direct commands. For example, “To get your hands on this valuable Special Report, simply fill in your name and the best email address to reach you.”
10. Use audio or video to add an extra dimension. This engages your visitors on another level, and gives you more chances to “sell” your prospect on opting-in.
Use these 10 tips as a general guide for creating effective lead-generating/list-building opt-in pages. But take don’t take them as gospel. Always test your opt-in page elements to determine the best-performing combination.
Further reading:
1. A detailed special report on online lead generation.
2. FREE persuasive copywriting tips.
