Why a lower conversion rate can sometimes be a positive thing [marketingexperiments]

There’s definitely a trade-off between long-form sales copy on one hand and short, frictionless writing on the other.

Forcing readers to wade through a ton of text probably means you’ll get fewer leads. But those who do get through the test (the lucky few!) will be more primed to take the action you’re priming them for.

Friction in lead generation forms

One of the most impactful places to adjust friction is in the lead gen form itself. Here are three places you can adjust friction, and then test to see which combination is most profitable for your company:

  • Make some form fields optional. If you use this technique, very motivated leads can choose to give more information, but you hypothetically wouldn’t lose any less motivated leads, since they wouldn’t have to fill out those form fields.

A word of caution, though — a long form presents a large amount of perceived friction. Let’s face it, even with optional fields, a long form just looks time-consuming in the split second a prospect decides whether to act or not.

  • Use a two-step process. You can capture basic information, and then ask for more in-depth information in a second step. You can test offering an incentive for completion of the more time-consuming second step, or just clearly communicate the benefit to the prospect (for example, that they will receive more relevant information from your company).

For leads that don’t complete the second step, you can follow up and try to gain more information at a later date (when they might be further along in the buying cycle, and, therefore, more motivated to provide that information).

  • Simply remove form fields. Take a good hard look at your form and sit down with every person or department that has an interest in that form. For example, does Job Title or Budget really help Sales? If so, it might be worth keeping.

If not, it may be like the appendix, a vestigial form field that had a good purpose in a previous era, but no one currently at the company remembers why exactly they needed that information.

Read more about the two dials of lead form friction at marketingexperiements

Copy that converts [Sally Ormond]

Sally Ormond focuses on the aesthetics of copywriting. The text in your emails, newsletters, and sales pages has to look compelling — regardless of what it says.

If you, at all times, have your reader in the forefront of your mind, you won’t go far wrong. Make sure:

• Your text is the right size
• Think carefully about colours and contrasts
• Choose your font wisely
• Keep lots of white space on your page.

Learn more about text that converts at Sally Ormond’s site

7 ways to get your email opened [Ryan Healy]

Make a compelling offer. Back in May 2008, I ran a special offer centered around my birthday. I sold a copy of a physical book for $7. And that price included shipping. This offer sold 85 books and generated a couple upsells on the back end. The two subject lines I used were: Example 1: […]

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6 ways to improve your email subject lines [Copyhackers]

This is just 1 of 6 tactics Joanna Wiebe at CopyHackers writes about to massively increase email open rates. This particular piece of advice — writing with persuasion — is all about writing copy that will resonate with your readers. Easier said than done, right? To get people reading about your stuff, you’ve got to […]

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Welcome message [Clay Collins]

SUBJECT: WELCOME to the family (please read) First of all, you’re in. Welcome to “The Interactive Offer” family . If you have a second, I’d like to get to know you a bit . . . . . . so if you can do just one thing for me today, I’d REALLY REALLY appreciate it […]

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Could hot cocoa be the next “wonder drug” for high blood pressure? [BL's Daily Health News]

HARVARD RESEARCHERS PRAISE STUNNINGLY SIMPLE DISCOVERY! According to recent estimates, nearly 1-in-3 American adults has high blood pressure. But for the Kuna Indians living on a group of islands off the Caribbean coast of Panama, hypertension doesn’t even exist. In fact, after age 60, the average blood pressure for Kuna Indian islanders is a perfect110/70. Is it because […]

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