How to Get 147% More Readers
There are a lot of reasons why people may answer “no” when your web form asks them to sign up for your emails. But change the design of your form, and some of them will answer “yes” instead.
It’s true. Here are the stories of two companies who netted huge increases in their subscription rates just by testing a design change.
Take a look at what they tested, then keep reading to find out what you could test to get results that are just as big.
Talking Avatar: + 131%
Small Business Trends, an online entrepreneurial publication, needed to find the right face to represent their newsletter in its sign-up offer.
They alternated a photo of the editor, Anita Campbell, with a talking avatar that resembled her.
Avatar Anita popped up as soon as the page loaded and talked for 20 seconds about why the viewer should subscribe, giving visitors much more information than the photo form provided.
And she converted 131% more subscribers than Photo Anita.
Red Light, Green Light: + 46%
Internet marketer Eric Graham, aka the “Conversion Doctor,” wanted to design the ultimate submit button.
He ran several tests. For his final split, he tested a simple red border around the button against a red border that changed to green when hovered over.
Red Border, Green Roll Over
The color-changing border got 46% clicks more than the simple red border.
According to Graham, the button showed that it was clickable by reacting to the mouse. When the red outline turned green, he theorized, viewers interpreted the change as a “stop” signal changing to “go” – so they did.
Your Design Changes: + ?%
Granted, you have a different audience than SBT and the Conversion Doctor, and a different site. You could make the exact same changes and probably not get the same results.
But there are plenty of things you can test that could turn up results that are just as significant. Try:
Which category do your site visitors fall into? Change your button’s design, and find out!
Have You Tested Your Form?
Have you ever run a split test on your web form?
If not, what are you waiting for? What could you test today?
If you have, what did you find out? We’d love to hear your story!