Best position for sign-up forms
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This case study is about using multivariate testing to improve website sales. But tucked away within it is a morsel of insight about sign-up forms and getting visitors to take your email newsletter.
Conventional wisdom says your sign-up form should be at the top of the page, where people are most likely to see it.
The winning website design from a sales point of view had the form at the bottom of the page, below the copy. Which also produced a 600% increase in sign-ups. Gulp!
Three possibilities I can think of:
1. All we know about sign-up form positioning is nonsense (unlikely)
2. Overall improvement in site design engaged visitors better and thus made them more likely to sign-up to the site's newsletter anyway (plausible)
3. Putting a sign-up form below an article catches the attention of those who've read through that article and are now thinking of what to do next / where to go from here (definitely worth thinking about).
One conclusion: everything's just an assumption until you've tested it.
More on list building | Tags: email marketing, list building, list acquisition, sign-up forms
Conventional wisdom says your sign-up form should be at the top of the page, where people are most likely to see it.
The winning website design from a sales point of view had the form at the bottom of the page, below the copy. Which also produced a 600% increase in sign-ups. Gulp!
Three possibilities I can think of:
1. All we know about sign-up form positioning is nonsense (unlikely)
2. Overall improvement in site design engaged visitors better and thus made them more likely to sign-up to the site's newsletter anyway (plausible)
3. Putting a sign-up form below an article catches the attention of those who've read through that article and are now thinking of what to do next / where to go from here (definitely worth thinking about).
One conclusion: everything's just an assumption until you've tested it.
More on list building | Tags: email marketing, list building, list acquisition, sign-up forms
Permalink | December 01, 2006 |
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