1. A New Experiment
I said in my last article that I’m no longer expecting an experiment to yield drastic improvements in my Email Signups. I was wrong.
So, my third experiment was simple – I fixed the position of my Email Signup Form (via plugin) when the reader is scrolling down. The idea is straightforward enough – with the form staying on the screen more, the reader will have more of a chance to actually read what it says and choose to sign up. You can of course check out the blog to see it in action.
What I didn’t anticipate was just how much this small change was going to affect my conversion rate – nothing short of a 763% spike in signups.
2. Unexpected Results
The “Before” of this experiment is of course the “After” of my previous article:
Now, here is the data after I have made the change:
And finally, just for the visual impact this always has on my – here’s my Mailchimp:
The key takeaway from this experiment is that a single, uncluttered Call To Action works wonders, especially when the reader will keep eyeballs on it longer.
The “single CTA” point is – for me – also very relevant. Notice that my optin form does not contain any additional, secondary options – such as social buttons or badges. These would give the reader to many alternatives and less valuable ones.
Once a reader does go for one of these alternatives – for example they follow me on Google+ – it’s highly unlikely that they would also go back and signup for Email.
There are of course more “in your face” ways to collect emails – using a popup for example (on my TODO list) – but what’s interesting about these results is that this change does not qualify as “in your face” – just the opposite in fact.
Live and learn.