Email marketing is a highly effective way to make sales. Hopefully, you have a web form set up to invite your site visitors to subscribe.
But what does your form look like, and what does it say? Do visitors respond well to it, or do they ignore it? Would a different form do better?
By taking 5 minutes to create a split test — a presentation of two forms to see which does better — you can find out.
What You Should Test On Your Web Form
You’re going to want to consider the design, the wording and the presentation. We have a test to offer for each.
Design: To Image Or Not?
Including a background image on your web form can make a big difference, for better or for worse.
An image can draw attention to your form, especially if it evokes something site visitors are interested in. It can reinforce your invitation with a positive visual association.
On the other hand, if the image attracts too much attention, it could distract from the actual invitation to sign up.
Wording: Your Call To Action
Your call to action — the actual words of your invitation to subscribe — is the point of decision for your site visitors. Split testing this to find the most effective invitation helps you get as many people as possible onto your list.
Presentation: Subtle Or Surprising?
Most sites use inline forms — the kind that live right on the page, usually in the sidebar. Visitors might notice them or they might not, depending how much looking around they’re doing, but they’re accessible if they’re wanted.
Popups are different — they present themselves to every visitor and insist on attention, at least the amount required to close them. Though you may have mixed feelings about their interruptions, they’ve proven to be pretty darn effective.
It’s All About Finding Out What Works
As you can see, each option listed above has its pros and cons. Since your audience is going to have their own opinion, the only way to determine which option you should use is to test.
Run your test long enough to get significant results (“2 out of 3″ is not exactly scientific proof; calculate significance with this).
Soon, you’ll have a web form with a design, wording and presentation that makes your audience sit up, take notice and subscribe.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.