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.

They’re very easy to set up. When you’re ready to, follow these instructions (or these if you use AWeber). But before you get started, let’s discuss:

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.

Image from aweber.com

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.

Related Topics: Analytics | Channel: Email Marketing | Email Marketing | Email Marketing Column

Sponsored


About The Author: is Education Marketing Associate at AWeber, the leading email marketing service provider for small businesses, where she advises business owners on how to grow their business with email marketing.



Sign Up To Get This Newsletter Via Email:  


Share

Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • osh123

    Great article, I wrote one very similar a few weeks ago. Email marketing is definitely the way forward.

  • http://profile.yahoo.com/JMXDK4FTEGZB47UY4HEZIILAPQ Kevin

    Email marketing is directly marketing a commercial message to a group of people but i think few people can avail this service corporate
    logo
    .The graphical experts’ logo
    services
    in symbolizing your business.

 

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!