Improve Email Opt-In Conversion by 167%. Here’s How…

I recently wrote a post about how I increased email newsletter conversion by 76.5% on MichaelPort.com. Now I’ve increased email newsletter sign up by 167% on BookYourselfSolid.com. Yes, that’s 167%.

As you can see, I’ve been doing focused website optimizing and I’ll have even more examples to share over the coming weeks and months. Today, I’m going to describe exactly what I did to increase my opt-in results by 167% on BookYourselfSolid.com.

I am using a process called A/B split testing. As a reminder, A/B split testing gives you an opportunity to test one version of a web page against another version of a web page. “A” refers to the original or baseline version of your page and “B” refers to the alternative or challenger version.

A/B split tests can be conducted on individual page elements such as a call-to-action, an offer, or a headline. They can also be used to compare completely different versions of a web page. The simplest and most cost effective way to start testing your website pages, to increase opt-in conversions and sales, is to test individual or specific elements as I did in the following example.

How the Test Worked

I used Google Website Optimizer (free) to test two different variations of BookYourselfSolid.com.

BookYourselfSolid.com Variation A

Half of the visitors to the site were shown this page.

BookYourselfSolid.com Variation B

The other half of the visitors where shown this page.

After the visiter clicked on the “Click Here” botton they were shown this page.

Which Test Won?

If you guessed Variation B, you’d be right. Variation B demonstrated a marked improvement over Variation 1. In fact, Variation B was proven to have a 98.6% chance of outperforming Variation A with an increase in email opt-ins by 167%. Wow. Do you realize how many more newsletter subscribers I can earn over weeks, months, and years with this second variation?

You probably guessed that Variation B would be more effective because it gives the visitor fewer options. Here’s the thing, however, I don’t typically like what are commonly refereed to as “squeeze” pages because I want to give visitors the opportunity to choose where they’d like to go and what they’d like to do. But, you can’t deny the results.

I should note, however, that Variation B does give the visitor the option to go to the home page or the blog instead of opting-in to receive the two free chapters of Book Yourself Solid along with the newsletter.

I’ll continue to test various elements of my sites and bring you the results. The next one I’ll detail will be a “social proof” test on MichaelPort.com.

If you’ve run similar tests, tell me about them in the comments. If you haven’t yet run a split test, maybe you’d like to try one today?

14 thoughts on “Improve Email Opt-In Conversion by 167%. Here’s How…

michaelport

New test results —> I Improved Email Opt-In Conversion by 167%. Here’s How… http://t.co/89LVwut

michaelport

New test results – You’ll love seeing exactly how you can do this too. http://fb.me/N0rU2TQR

ConnieDieken

This is great, Michael! RT @michaelport: New test results —> I Improved Email Opt-In Conversion by 167%. Here’s How… http://t.co/89LVwut

laurelmackenzie

Interesting case study: How @michaelport improved email opt-in conversion by 167% http://t.co/89LVwut (via @ConnieDieken)

JimEverett

RT @michaelport: New test results – You’ll love seeing exactly how you can do this too. http://fb.me/N0rU2TQR <Inspiring results!>

michaelport

I’m getting obsessed w/ webs testing. This time I improved opt-in results by 167%. Here’s how u can do it2 http://bit.ly/hWLGO1

KyraHowell

Worth noting! RT @michaelport: I improved newsletter sign ups by 167% and here’s how you can too http://bit.ly/eYQnjv

Sean Malarkey

Hey Michael,

Good stuff Michael – easy to see why B would crush A.

What percentage are you getting now? north of 20%?

Id guess, 25% but not knowing your main traffic source to this page I have no clue.

Also – you should submit this to abtests.com – they would love it!

Sean

Michael Port

Thanks Sean. Depends on the sources. For readers of the book it’s only about 10% b/c they clearly have the chapters since they have the book. From referral traffic it’s north of 30%. I will submit to abtest.com. Great idea.

seanmalarkey

RT @michaelport: I’m getting obsessed w/ webs testing. This time I improved opt-in results by 167%. http://bit.ly/hWLGO1

raintoday

RT @michaelport: New test results —> I Improved Email Opt-In Conversion by 167%. Here’s How… http://t.co/89LVwut

Marnie_Martin

RT @michaelport: Did you see my blog post earlier today on how to increase newsletter sign ups by 167%? http://bit.ly/e304LI (u can do it 2)

Alan

Hi Michael,

I did some similar things with websites, email campaigns and even normal correspondence after reading Connie Dieken’s book “Talk Less, Say More” and also from Jack Trout’s “In search of the Obvious”

With websites it’s definitely a case of focusing peoples attention and giving them something obvious to do.

Good for you on putting up these stats too!

Alan
Melbourne

barefoot_exec

@imsweetie yes ma’am – he’s been doing some great split testing stuff on his blog http://ow.ly/4lanS

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