The research suggests that anywhere from 70% to 75% of visitors never return to a small business website. These visitors probably didn’t find the information that they were looking for on your website. However, email can help increase your return visitor rate and keep your audience up-to-date on what your business is up to. Visitors who are interested in a company’s products and services at the research stage in the buying process are likely to fill out a form on a website in order to get a newsletter or more information on products and services. Here are the different places where webmasters can put email forms on a website:
- Pop-Up Window: Put a pop-up on your website that is timed for about 8 to 10 seconds after a visitor lands on your site. You can also design the pop-up so that it triggers when a visitor starts to click off the page.
- On the Sidebar: Visitors are likely to fill out a form if it is on the top of a sidebar on your pages. Sidebar forms on the right side of the page tend to perform better than forms on the left side of the page.
- After an article or post: Grab your reader right after they read a great post. If they enjoyed that post, make it easier for them to get updates about more.
- Header or Footer: Putting an email form on the top or bottom of the page can help get return visitors to your site (footer signup forms tend to get better leads, as these visitors have read all the content on your page).
Blogs are a great place for email forms. Visitors are more likely to fill out a form on a blog if it’s a pop-up or on the right sidebar.
Remember, having potential customer emails is a powerful marketing tool. Most small to medium sized businesses don’t utilize emails nearly as much as they should. Take a quick look through your emails and notice how often and consistently big companies email you. They recognize the importance of branding and use every opportunity they have to get in front of their customers. Also, be patient. Building a solid email list can take a long time but if you stick with it your email list will become a large asset for your business.
Steps to complete this task
Create a short call-to-action (CTA) to accompany an email form that you would put on your site (such as “Try us for free” or “Learn more about.”). Make sure your CTA is clear and obvious. The CTA is the most important element of any sign up page. Make sure that your call to action is differentiated from the rest of your page. Use contrasting colors, a larger font, and prominent positioning for the best results.
Consider designing a header/footer, sidebar form, or modal pop-up window that collects emails in a form. The modal window also has the benefit of decreasing distractions on the signup page, as it shades out all content other than the form itself. In fact, using a modal window can increase signups by 50% or more. Modal pop-ups reduce the risk that your visitor will become distracted by another link or something else on the page and abandon your signup form before completing it.
Provide an initial offer such as “Get 10% off your order today by joining our email list”. Also, be very clear about what happens once someone signs up. For example, let them know you don’t sell their email address, you don’t spam them, and they will occasionally receive exclusive offers or information.
Follow through on whatever you promise and make sure you have an automatic reply email that thanks them for joining and if you’ve promised something such as a coupon put it in the automatic email they get.
Create an email campaign that sends newsletters, blog posts, or other content to your email subscribers to get more return visitors to your site.
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