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FFR020 - The Two Step Opt-in That Increased Conversions By 60%
- For a long time the accepted best practice for opt-in forms has been to embed the form into the page, so the user can easily fill out the form... without having to do extra work to get to the actual opt-in form
- And you sometimes see landing pages that have multiple forms in different spots down the page... some of them with as many as six opt-in forms the further you scroll.
- A more recent trend has been to set a section as sticky either at the top of bottom of the page, where the form stays still as you scroll down the page... so it is always visible.
- You have to wonder though... are either of these options the best way to do it? Reason being... they can see a form to fill out right near your call to action... and just the sight of a form can put people off.
- Here’s an interesting case study where this accepted practice was put to the test => https://vwo.com/success-stories/vendio/ (https://static.wingify.com/vwo/uploads/2019/06/vendio-tested-counterintuitive-idea-desired-result_2019-06-30-10-55-28.pdf)
- So in summary, once again you can’t just blindly assume that best practices are the answer, and it’s imperative to test, test, test.
- The way I see this though... is this so-called best practice has its logic around the wrong way. In my opinion it’s better to ask for the micro-commitment first of clicking on the call to action button... and then taking them to either a pop-up or another section down the bottom of the page that contains the opt-in form.
- The micro commitment part is important. Once you get the user to click on that button... a part of their brain has told them they have already committed to it, and once they see the form (as long as it’s not long) they will more than likely fill out it. But if they had seen the form before clicking on the button it tends to look like work and puts them off.
- Not only that but forms take up space on the page too... and as we’ve already covered a few times here you don’t want to waste the space above the fold.
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By Scott Dudley- For a long time the accepted best practice for opt-in forms has been to embed the form into the page, so the user can easily fill out the form... without having to do extra work to get to the actual opt-in form
- And you sometimes see landing pages that have multiple forms in different spots down the page... some of them with as many as six opt-in forms the further you scroll.
- A more recent trend has been to set a section as sticky either at the top of bottom of the page, where the form stays still as you scroll down the page... so it is always visible.
- You have to wonder though... are either of these options the best way to do it? Reason being... they can see a form to fill out right near your call to action... and just the sight of a form can put people off.
- Here’s an interesting case study where this accepted practice was put to the test => https://vwo.com/success-stories/vendio/ (https://static.wingify.com/vwo/uploads/2019/06/vendio-tested-counterintuitive-idea-desired-result_2019-06-30-10-55-28.pdf)
- So in summary, once again you can’t just blindly assume that best practices are the answer, and it’s imperative to test, test, test.
- The way I see this though... is this so-called best practice has its logic around the wrong way. In my opinion it’s better to ask for the micro-commitment first of clicking on the call to action button... and then taking them to either a pop-up or another section down the bottom of the page that contains the opt-in form.
- The micro commitment part is important. Once you get the user to click on that button... a part of their brain has told them they have already committed to it, and once they see the form (as long as it’s not long) they will more than likely fill out it. But if they had seen the form before clicking on the button it tends to look like work and puts them off.
- Not only that but forms take up space on the page too... and as we’ve already covered a few times here you don’t want to waste the space above the fold.