I get this question a lot.
And in about half the cases, I can correctly give the answer, blindfolded – without even looking at the website.
“Because you’re not asking people to sign up”.
See, if you want people to take action, you’ll have to ask them.
If you want to have them buy a painting, it really helps if you ask.
And if you want visitors to sign up, you’ll have to ask them too.
And in lots of cases, there’s hardly an optin form to be found.
Oh wait – you mean that inocuous little form all the way down, in the footer?
Yeah, that doesn’t really count.
If you expect people to scroll all the way to the bottom, to look for it, then you’re expecting too much.
In the same vein, if your call to action is simply “Sign up to my newsletter”, you’re not saying anything compelling or convincing.
(More on how to create optin copy tomorrow).
For now, here’s a few places where an optin form really works:
– In the header of your site, like I have.
– In the top right of your page (ALL your pages, except those pages where you want people to complete checkout)
– At the bottom of each individual blog post
– On your 404 page
– On a dedicated landing page, where there’s only one link (no sidebar, no navigation menu)
– All the way at the top of your site, in a subtle horizontal bar (Hellobar and Viperbar are good options)
– At the bottom of your About page or your Artist Statement page
The reason you want an optin form at the top right in your sidebar is that studies show that the eye will constantly return to that location – so it’s a perfect spot to put your most important call to action.
And yes, ‘buy this painting’ is more important than ‘sign up’, but without signups you have no list of contacts to show your purchase CTA.
So that one comes first.
On another note: make your optin forms pretty.
The default design that you get with Mailchimp won’t cut it – you need to make it stand out.
Plenty of options to choose from: Sumome, GravityForms, Leadboxes, what have you.
Then there’s also the option of using popups.
Yes, they can be terribly annoying.
But they work a charm, so it’s a matter of choice, whether or not you want to use one.
If you do put one on your site, I recommend setting it up so that it only shows after say 60 to 120 seconds, so as not to be too intrusive.
Also, it’s a good idea to configure it so that it only shows once a week or so, for each individual visitor, or once every three days.
What you do not want is to have it show up several times a day, because then it gets really annoying.
So there you have it.
My answer to ‘Why no signups?’ is a counterquestion:
“Are you asking people, often enough, in the right way?”
Of course if you don’t know the answer to that question, you can get me to write a detailed, page-by-page report for your site, rife with tips and tricks to improve your conversion rate.
Details for your perusal right over yon –> martinstellar.com/turn-your-site-into-a-conversion-machine/