Email Marketing
Guide

Lesson 5 – Achieving High Opt In Conversions

Lesson 5

If you’ve followed the steps listed in the previous chapters, you should have at least created an in-demand Freemium / Lead Magnet -- one that your target audience craves.

That alone should give you some decent opt in conversion numbers -- i.e. the number of people giving you their email address versus the number of people who saw your lead magnet offer.

In this chapter, you’re going to learn how to boost this opt in conversion number even further.

2 Types Of Opt In

There are 2 types of opt in:

- Single opt in

- Double opt in

Single opt in means someone enters their email address into the opt in form and they’ll instantly be added to your email list.

Double opt in, also known as “Confirmed” opt in, means the person entering his email address will receive a “confirmation” email asking if he really wishes to be added to your list. If yes, he needs to click a “confirmation” link inside the email, before he is added to your list.

There are pros and cons to both single and double opt in.

 
Single Opt In
Double Opt In
Pro
More subscribers are added to your list, since there is no confirmation. They are added instantly to your list the minute they enter their email address and submit the form.

Higher quality subscribers and leads since they need to undergo a “2 step process” -- enter email into form and click confirmation link -- before they’re added to your list.

Con

Lower quality subscribers and leads since it’s only a “1 step process”.

Less subscribers are added to your list because they have to complete the “2 step process”. Only around 40% - 60% of people confirm their subscription, which means if 1000 people enter their email address into the opt in form, only 400 - 600 are added to your list.

So should you be using Single or Double opt in?

If you want higher quality leads at the expense of less leads, go for double opt in. If you want more leads and don’t mind a lower quality lead flow, go for single opt in.

Achieving High Conversions

First things first... to get high opt in conversions, you need to use a dedicated web page known as a Lead Capture Page (LCP), to collect leads (email addresses).

On this page, you ONLY explain what your lead magnet is about and how people are going to benefit from it. Then you put an opt in form where they can enter their email address and opt in.

That’s it. There are no other content or links that distract people. The only thing they can do on the page is either to opt in or close the page.

Some time ago, I ran a few Facebook ads (targeting interests) and I got 143 opt ins out of 225 link clicks.

143 / 225 = 63.6% conversion

This is the ad:

So how did I manage to achieve such high opt in conversions?
Here are a few strategies you can use:

The Most Significant Conversion Improvement

The most significant conversion improvement you’ll get is by focusing on AOC.

A = Audience

O = Offer

C = Copy

Audience > Offer > Copy

This applies not only to lead capture pages, but to sales pages, emails, social media posts, and basically everything you do in your business.

The Audience is the most important aspect. This is why step #1 in creating your Freemium / lead magnet is to understand WHO you’re creating it for.

Next is the Offer, which in this case is your lead magnet.

Last is the Copy. Not “copy and paste”. Copy here means copywriting -- which basically means using the power of persuasive words to persuade, influence, and entice people to do whatever you want them to do.

You can have the best copy done by the best copywriter in the world, but if you target the wrong audience with the wrong offer... puff! You’ll never sell even a single unit.

Your copy can be standard (just enough to get by), but if you target the right audience with the right offer at the right time, some will still buy/opt in.

Remember, the job of the “copy” is to facilitate and increase the likelihood that people convert -- but in order to do that, the audience and offer has to be right first.

Find A Hook For Your Freemium/Lead Magnet

A hook is basically a unique angle (that contains benefits and curiosity) to present your Freemium so that your target audience are “hooked” and desperately want to get their hands on it, no matter what.

You can’t just say “Get my ebook for free”. Even though it’s free, you still need to persuade and entice people.

Everyone is overwhelmed with information these days. What makes your lead magnet any different than those that can be found with a simple Google search? You must make it stand out and increase its perceived value.

And a good way to do that is via your irresistible hook.

Using my ad example from earlier, my hook is “repeat customer purchase”. My lead magnet is about sales funnels for digital product creators. But if I were to offer it point-blank: “Get my sales funnel for digital product creators for free” -- I don’t think I would have achieved 64.6% in conversion.

There are tons of email marketing courses out there. What makes Terry Dean’s Autoresponder Alchemy course stand out?

He uses the hook “model my proven collection of million dollar emails” and include it in his headline. He gives you 80 of his real emails that have been sent to subscribers and customers and turned them into templates that anyone can use and fill-in-the-blanks.

Do Everything With 80/20 In Mind

I’ve said this before...

Since we’re all limited with time and resources, we should do everything with 80/20 in mind -- i.e. focusing the most important tasks that bring in the best results, and knowing and realizing that it’s okay to be imperfect.

Do you want to increase your profits or do you want to achieve perfection?

This means we’re not going to be talking about, for example, what color to use for the background of the lead capture page, or what color to use for the call to action button -- as they return marginal improvement in conversions, at best.

Use Power Words

80/20 applies to EVERYTHING, both business and personal.

It applies to the use of words, too.

This post from Buffer shows these are the 5 most persuasive words:

You

Free

Because

Instantly

New

Use “1” Instead of “One”

The use of numbers (as in the number itself instead of the number spelled-out) makes a sentence stands out:

  • How you can lose ten pounds in fourteen days without going on a diet
  • How you can lose 10 pounds in 14 days without going on a diet

This is because numbers in a sentence are the odd ones out -- and odd ones out are always attention-getters.

Source

Terry Dean’s lead capture page also utilizes this technique:

Use “Headlines” Instead of “Topics”

At first glance, topic and headline might look like they’re the same thing.

If you call yourself a marketer, then you definitely know they’re 2 different things.

Topic examples:

  • How to lose weight fast
  • Men dating tips
  • Tips and tricks to getting rid of acne
  • How to cook delicious food

Headline examples:

  • How you can lose 10 pounds in 14 days without going on a diet
  • 5 practical steps to instantly get ANY lady you want (including those who are married) without a single rejection, ever
  • How did this brand new formula discovered by dermatologists manage to totally get rid of acne in just 3 hours, for 1438 people?
  • How to cook delicious food like chef Gordon Ramsay in 4 short weeks

Can you spot the difference?

Topics are general. Headlines are specific.

The more specific you get... the more credible it becomes and the higher the conversion.

Headlines are very important because it’s the very first thing people see when they land on your page. According to Copyblogger, on average 8 out of 10 people will read the headline, but only 2 of out 10 will read the rest of your content (source).

The headline is the determining factor whether people want to to continue reading the rest of your content or not.

Headline That Matches What Was Clicked

A common mistake marketers make is not matching the headline of the lead capture page to what was promised before people clicked to get to that page.

The consequence of this is poor visitor-to-lead conversion, which in turn leads to increased costs.

If you say you’re going to show people how to play the guitar better, then you better repeat that on the landing page -- especially the headline.

This is especially true for ads because you’re driving cold traffic to your lead capture page. These people haven’t had prior contact with you. They don’t know who you are. Be sure to match what your ad says and what your headline says.

Using the lose weight example, this is what you should be doing:

Ad:

How you can lose 10 pounds in 14 days without going on a diet

Headline on lead capture page:

How you can lose 10 pounds in 14 days without going on a diet

Note: Many advertising platforms are very strict nowadays regarding promising to achieve a certain result. When claiming a result like this, always be sure you can substantiate your claim… if not you’ll jeopardize your account. I’m simply using the above as an example.

The ad and headline doesn’t have to be always 100% identical in the usage of words, but they better be very similar and congruent.

Let’s revisit my ad again:

This is where people are taken when they clicked on it:

Notice the ad content is very congruent to the landing page content, especially the headline? This is no accident.

TIP

In the example above, my ad copy says “click here and enter your email to download...”. This means people who clicked on the ad already know that they have to enter their email to download… which also means the conversion is going to be high. Those who don’t want to enter their email won’t click -- which is good.

Call Out Your Audience

Who are your audience? Don’t be shy to call them out.

This will disqualify people who are not interested in your topic, which is a good thing… since those who are not interested won’t buy anyway (however good your product or copy is).

You can then laser target your audience, or even better… your perfect customers.

They’ll think: “This person knows exactly what I want!”

You can call out your audience in your headline if space permits. If not, you can do so in your sub-headline.

My Facebook ad calls out to “Digital Product Creators”.

My email marketing automation platform, BirdSend, calls out to “Infopreneurs” and “Service-Based Businesses”:

Spell Out The Benefits

Instead of just telling the features, you also need to tell EXACTLY how those features can benefit your target audience.

Will they make people’s lives easier? How much time and money would they save? Would they become healthier? What’s in it for the audience?

From o2 Aqua’s site, this is what I call “features”:

Features

Spring and other bottled waters can have total dissolved solid (T.D.S.) readings of 300 and higher parts per million (P.P.M.).  Measuring T.D.S. is a standard procedure for testing impurities and the total amount of dissolved solids in water. O2 Aqua has 0 to 5 P.P.M.

Do you even understand what all these mean?

These are the benefits that the average person can understand:

Benefits

Our multiple steps of purification and filtration system removes 99% of all impurities and contaminants. Many consumers drinking O2 Aqua have seen tremendous health improvements over the years; Also people with certain health conditions especially with kidneys stones, gall bladder issues, liver issues, arthritis, asthma, heart conditions, migraines etc., have felt increased energy and overall increased health after drinking our water for a prolonged period of time.


What about HDD and SSD when we’re talking about computers?

When you say a SSD can write up to 654 MB/s or read up to 712 MB/s, while HDD can write up to 85 MB/s or read up to 87 MB/s… these don’t really provide much context to the average computer user.

The difference between HDD and SSD basically comes down to speed, though there are other differences.

A much better way to demonstrate the difference is to put it into context. With SSD the average boot time is 10 - 13 seconds while the HDD takes 30 - 40 seconds

The point is: you can tell your features, but more importantly, make sure to tell how those features can help your audience live better lives.

Create A Mini Skirt Experience

The human brain does not like an information gap or cliffhanger, and we can should use this to our advantage to get more people to optin.

I prefer to call this a “mini skirt” experience.

Like how a mini skirt teases guys (sorry gals, this example is for men only).

(okay, maybe this isn’t the best representation of a mini skirt, but…)

You want to make the skirt long enough to cover the bare essentials, but short enough to make it interesting and exciting.

Movie trailers are absolute experts at this. How many times have you watched a movie trailer with a cliffhanger ending? Why does Batman and Superman end up fighting each other? Aren’t they supposed to be the good guys joining forces?

If you’ll pardon my analogy, it’s like you’re having intercourse with your spouse and just at the moment of climax, your 2-year old comes into your room and you have to stop everything.

That’s the kind of emotions we’re talking about. You crave for the ending, but to get to the ending, you have to get access to my Freemium / Lead Magnet, and to do that, you’d have to give me your email address first.

When creating your lead capture page, take this into account and try to create emotions that lead to a “mini skirt” experience.

Let’s take an example from DigitalMarketer.com:

Notice they promise:

  • Fast
  • Without ever having to write a single line of text
  • 5 steps to turn other people’s content into your own viral post (notice the numbers tactic I talked about earlier; also notice it says 5 steps without giving away what the 5 steps are -- this is an information gap)
  • 12 must-have elements (miss just one and you’ll be sorry) -- but which one? -- screams “mini skirt”
  • A free tool to crank out posts fast -- again, this is a mini skirt experience -- you just have to know which free tool they’re talking about

Scanning Via Bullet Points

Everyone and his dog is competing for the attention of your audience, and your audience’s brain have to filter out information so as to keep themselves sane.

Only those that are important and interesting to them will get their attention.

The question is: “Will you be one of the ones they’ll keep their attention on?”

Online, people are scanning your content. They’re not reading word by word. This article by Nielsen Norman Group shows that people read in an F-shaped pattern.

Translate this to your lead capture page, and it means:

  • Your headline is the first thing they read (make sure they’re enticing and stand out than the rest of the text)
  • Then they read somewhere in the middle -- which is the perfect place to use bullet points

(If you’re scanning this page, at least you stopped at the bullet points did you?)

The Digital Marketer lead capture page I mentioned earlier uses bullet points as well.

Also, since people scan for content, your copy should cover just enough to make people want to optin to get your Freemium. Most of the time, this means your copy should be short, concise, and to the point.

Use Trust Elements To Boost Conversions

These elements increase trust and will help with increasing your conversion:

  • Customer testimonials
  • Customer logos
  • Media mentions (if you’re featured on TV, radio, or the newspaper, be sure to include their logos)
  • Legal pages (privacy pages, terms of service, acceptable use policy, etc -- these make you appear more legit)

Here are a few examples:

Terry Dean’s lead capture page:

Zendesk:

Uservoice:

Use An Irresistible Call To Action

A common mistake is to ask people to join your newsletter. Nobody wants to join another newsletter.

Saying “Join our newsletter where we’ll provide you with the latest tips on how to do XYZ” will not motivate people to sign up. What EXACTLY will I get if I enter my email? Latest tip is vague. What latest tip are you talking about? Will it solve my problem now?

And please don’t use the word “Sign Up” on your call-to-action button either -- again, no one wants to “sign up”.

You’d be much better to use action and benefit words like “Show Me How” or “Instant Access Now” or “Start My 6-Packs Transformation”.

Should You Use Video?

I would suggest not to use a video if you’re just starting out, because creating a video would take far longer time.

With video, you still have to create the hook/angle. You still need to write out the entire script. Then you’d have to practice multiple times, shoot the video and edit it.

Unless you’re already gaining momentum in your business, I would suggest again using 80/20 to skip video and focus on other more important areas. You can split test using video later on when you have enough traffic.

What About Ecover?

The same goes for ecover. If you’re a beginner, there’s no need to design an ecover for now.

Don’t overcomplicate. Use 80/20.

Remember AOC (Audience > Offer > Copy)?

If you get your audience and offer right, your copy can be ordinary and you have no ecover design for your Freemium… and you still will get leads.

Once you’ve gained traction and momentum and have collected your first 1000 leads, then you can go ahead and have an ecover created.

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