February 13, 2012
Enticing website visitors to join your email list is usually not not so much about deftness or luck, but about having the patience of a boulder. Sure, on a long enough timeline—while following best practices related to permission and relevancy—you will eventually develop a healthy file, but is length of time really a measurement we want to be considering when it should simply come down to more is better?
Prior to the lightbox test, our client pulled in an average enrollment of about 868 new email sign-ups daily using a text entry field in the footer of their website, below the fold. This is a fairly common design choice, as it presents visitors the option for email sign-up, without being intrusive. It was a safe, conservative choice, but was it the most optimized choice for this marketer?
The result? The lightbox-enhanced version generated an average daily enrollment of 1,675 email sign-ups, which is nearly a 100% lift on this measure.
And the icing on the cake? The marketer now has the ability to stay in touch with this customer group to see if they can build off the strong performance recorded at acquisition.
For more ideas on how to improve email acquisition efforts, download the free white paper, 7 Best Practices for Email Acquisition.