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Another test that decreased leads by 50%

by VeitSchenk
9 replies
not stricly copy-*writing*, but hopefully a useful reminder that you ALWAYS have to test:

I tested the old "truth" that having the optin-box above the fold is pretty much essential (this was in the IM niche, so attention span is short).

so,

test 1: optin box above the fold (to right of welcome video) AND at the bottom of 1.5 page letter.

test 2: same as above, except the optin box next to the video was removed (i.e. they had to scroll all the way to the bottom).

test 1 had 50% lower conversion rates than test 2.

ah well, you never know (and I only tested the 'above fold' idea because a well-known marketer told me to do it because I'd be killing conversions by not having it above the fold;-)

Cheers

Veit
#50% #decreased #leads
  • Profile picture of the author Azarna
    I am only speaking as a consumer, a visitor of websites and buyer of things online, but I personally wouldn't ever opt-in to ANYTHING until I knew what it was etc. So the box is useless for me if it at the top as no way I am giving a site my email etc until I have read the page and know exactly what is going on.

    This is also why I find sites with pop-up optins the moment you arrive a bit offensive - and presumptive. If your site is good and interesting, then sure I will optin because you have won me over. But why would any intelligent person give out their email address to a site they have literally just arrived at, and which they can't see because of the pop-up box demanding their email? heh

    Just my 2 cents worth.
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  • Profile picture of the author vdx_marketing
    Thanks VeitSchenk, I always appreciate it when people share their test results. It's really strange how much this changes - sometimes above the fold converts higher, sometimes below...I don't think we'll ever understand why, just have to test EVERYTHING!!!

    Another one that might be worth trying is to have a 'readership path' down the right hand side - with mini ads and optin boxes on the right, in addition to your opt-in down the bottom. See hireajet.com.au for an example of what I mean.
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  • Profile picture of the author Top Dog Marketer
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    • Profile picture of the author thehorizon
      Human nature is so diverse it's unpredictable. Everyone acts differently, but there is bound to be a similarity/stereotype among the demographic. I guess the only way you'll actually know what hits the right buttons is to test, test and test.

      Everyone called the Rich Jerk a clown and a gimmick that wouldn't work... At least experts said it wouldn't. Look at how crazy its sales went... over the roof.

      Apparently there are information out there floating around, being rehashed... when the information hasn't been tested in the practical field. That's why I'm careful in choosing which bits of information I should believe.
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  • Profile picture of the author Jake Dennert
    Originally Posted by VeitSchenk View Post

    not stricly copy-*writing*, but hopefully a useful reminder that you ALWAYS have to test:

    I tested the old "truth" that having the optin-box above the fold is pretty much essential (this was in the IM niche, so attention span is short).

    so,

    test 1: optin box above the fold (to right of welcome video) AND at the bottom of 1.5 page letter.

    test 2: same as above, except the optin box next to the video was removed (i.e. they had to scroll all the way to the bottom).

    test 1 had 50% lower conversion rates than test 2.

    ah well, you never know (and I only tested the 'above fold' idea because a well-known marketer told me to do it because I'd be killing conversions by not having it above the fold;-)

    Cheers

    Veit
    Hi Veit,

    In my personal experience, the whole opt-in box above the fold thing works best when the page is nothing but a sqeeze page...

    ...so the visitor's got no choice but to read the headline, skim the bullet points, and make a decision about signing up or not.

    "Above the fold" is a very valid theory, as you're asking the visitor to do as little work as possible to sign up (i.e. no scrolling, if you can consider that "work")...

    ...but for above the fold to work properly, the headline and bullet points (laying out what they get, but ONLY if they put in their information) have to be top notch.

    For it to work the visitor obviously has to be very targeted... but some of the highest converting squeeze pages out there have less than 100 words on them.

    The way I understand your post, you had a welcome video up top, an opt-in form on the right... and then a 1.5 page letter below the video, correct?

    What exactly was relayed in your welcome video? Was it just a brief "welcome to the site" kind of thing... or was it based on what you'd normally see on a squeeze page (i.e. offering your visitors something of value... and kindly asking them to enter their details if they'd like to get their hands on it)?

    My reason for asking?

    Well, if your video had nothing to do with why they should opt in... that may explain why the form right next to the video was ignored in your testing.

    And I imagine you went into detail about what you were offering in the 1.5 page letter... which would explain the higher opt in percentage at the bottom.

    Just sharing my thoughts... let me know what you think.


    Jake
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  • Profile picture of the author bensonenterprise
    That is a very interesting test result because in all the seminars and trainings I was always told to put the opt-in box to the right. Having the scroll all the way down was considered not a good thing. This is very interesting and I am really glad you decided to share this.

    Thanks.
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    • Profile picture of the author ASCW
      Curious.

      What was the sample size?
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      Cool.

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  • Profile picture of the author Bruce Wedding
    I'd also like to know the sample size and confidence interval. And you did not test above versus below the fold as you said your above the fold had an opt-in box at the bottom too. That could affect things.

    There are so many factors we don't know about this test. I know your message is to test but I hope a bunch of noobs don't switch all their squeeze pages based on this. IMHO, the best squeeze pages don't have a fold. Its all above the fold.
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    • Profile picture of the author Jake Dennert
      Originally Posted by Bruce Wedding View Post

      IMHO, the best squeeze pages don't have a fold. Its all above the fold.
      Well said, Bruce.

      Throw in their contact details to get something of value, or leave.

      Why give 'em any other choice?


      Jake
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      • Profile picture of the author PvPGuy
        Originally Posted by VeitSchenk View Post

        not stricly copy-*writing*, but hopefully a useful reminder that you ALWAYS have to test:

        I tested the old "truth" that having the optin-box above the fold is pretty much essential (this was in the IM niche, so attention span is short).

        so,

        test 1: optin box above the fold (to right of welcome video) AND at the bottom of 1.5 page letter.

        test 2: same as above, except the optin box next to the video was removed (i.e. they had to scroll all the way to the bottom).

        test 1 had 50% lower conversion rates than test 2.

        ah well, you never know (and I only tested the 'above fold' idea because a well-known marketer told me to do it because I'd be killing conversions by not having it above the fold;-)

        Cheers

        Veit
        Originally Posted by Azarna View Post

        I am only speaking as a consumer, a visitor of websites and buyer of things online, but I personally wouldn't ever opt-in to ANYTHING until I knew what it was etc.
        Two things stand out that these two quotes illustrate.

        First, the video changes the dynamic of the page. Do visitors have to scroll even a little bit to see the whole video? When you watch the video, would scrolling place the video more center of the monitor they are watching it on? If so, your opt-in box above the fold is going to see a major drop in production

        Second, as Azarna alluded to, is Why exactly are these visitors on your site? To learn about a product/service? Do they already know about what you are offering? Or do they *need* to read the copy below the fold in order to become educated about your product/service?

        The last question that jumped out at me is, Where is your call to action? Do you ask people to sign up in your welcome video? Is there an incentive to opt-in? A free ebook of some kind? If there is no call to action or incentive above the fold, then the opt-ins will come after the reader has received enough information about you or your product/service, not before.

        The answer to those questions make it obvious why your above the fold email opt-in failed compared to the one below.

        -PvP
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