3 min read

Conversion Rate Optimization (CRO) To Drive Email Subscribers

Oct 30, 2020 11:18:56 PM

One of my favorite marketing topics is CRO, or conversion rate optimization.

Conversion rate optimization (CRO) is one of the most overlooked aspects of email marketing. We spend money (advertising dollars) to acquire more subscribers, but the best subscriber is one that keeps buying over and over and over and over again.

Today I want to talk about CRO, specifically as it relates to the email capture. Yes, I’m referring to pop-ups. Pop-ups can be annoying if done incorrectly, but they are extremely effective if done right.

One of my favorite marketing topics is CRO, or conversion rate optimization.

 

Improving Conversion Rate

I read somewhere that the average conversion rate now for pop-up is somewhere between 2.9 and 3%. What does that mean? Basically for every 100 visitors that come to your site, maybe 3 of those will give you their email address. Not good.

If you’re able to do 2x or 3x this rate (and this is very easy to do) you’re literally 3xing, 2xing, 4xing list growth.

So today I want to talk about examples of pop-ups that work well.

Pop-Ups That Work

We live in a "mobile first" world where you have limited real estate on a web page. This means "less is more.". I like having big calls to actions (CTAs), so whatever your offer is make it big, and make it front and center.

Don't make the email submit button too small.Especially on mobile, where your finger size is limited, make your email submit HUGE and easy for the site visitor to use.

Pop-Up Example

Here’s a quick example of a good pop-up with a really high conversion rate:

Email popup for Conversion Rate Optimization

This particular one has a 10% conversion rate. Here's why: You have your big space to enter the email address. You have a big offer that's highly visible.

These are the type of pop-ups we shoot for.

What NOT To Do

Most importantly, you don’t want a pop-up to fire every single time, so be careful about using pop-ups that don’t communicate with each other.

The best way to avoid this is to use a single platform for your pop-ups and email gathering. We have a number of platforms to recommend here at QuaGrowth (which we've tested with our clients in the past), so drop a comment if you’re looking for some suggestions.

Conclusion

CRO is a crucial yet frequently overlooked aspect of email marketing. We’re all focused on spending to acquire new subscribers, but the best subscriber is one that keeps buying from you.

A good marketer can double, triple, or even quadruple a subscriber list using the right kind of pop-up. The abiding principle for a pop-up is "less is more," so make your calls to action big, make them front and center, and put a big email submit button underneath them.

Jason
Written by Jason Boehle