A New Opt-In Methodology to Increase Conversions

18 replies
Came across this and thought it was interesting:

LukeW | "Mad Libs" Style Form Increases Conversion 25-40%

Using a "narrative" style opt-in form may increase conversions.




This likely taps into our brain's need to complete patterns. Interesting. Something I will be testing out with my clients as well as my own sites.
#conversions #increase #methodology #optin
  • Profile picture of the author Paul Hancox
    Beautiful

    What amazes me is that we're in 2010 and this is the first time I've seen this idea! To me, it's like the sandwich. Humans have been eating meat and bread for goodness knows how long, but only in the 18th century did they decide to put the two together and make a sandwich. Doh!

    The second form looks much more inviting... I can see immediately why it attracts more leads.

    I wonder how we'd apply this to a simple name / email squeeze page?

    "My first name is ___________ , my email address is _______________ , and I'd like to receive your free report by email right now. Give it to me!"

    Ooooh... I feel like a split test. Yummy!
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      • Profile picture of the author BelindaMooney
        I know I like the second version better. I just now am putting opt-in forms on my side. I think I am going to test this!

        Thanks,
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    • Profile picture of the author CDarklock
      Originally Posted by Paul Hancox View Post

      only in the 18th century did they decide to put the two together and make a sandwich.
      Not exactly. That's just when the food got its common name... because the Earl of Sandwich preferred it, so as to continue playing cards while he ate - without getting the cards greasy.

      The type of form shown here was tried repeatedly in the 1970s and 1980s by several software developers, and it always confused users beyond recovery. They hated it. Alan Cooper has written several summaries of this input paradigm, and been mystified as to why developers are so convinced it's a good idea while users are so convinced it's a bad one.
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      • Originally Posted by CDarklock View Post

        Not exactly. That's just when the food got its common name... because the Earl of Sandwich preferred it, so as to continue playing cards while he ate - without getting the cards greasy.

        The type of form shown here was tried repeatedly in the 1970s and 1980s by several software developers, and it always confused users beyond recovery. They hated it. Alan Cooper has written several summaries of this input paradigm, and been mystified as to why developers are so convinced it's a good idea while users are so convinced it's a bad one.

        Good input. It just goes to show how important testing is.

        I don't know if testing in the '70's and '80's is applicable to users today--the bar for the lowest common denominator has risen sharply in the last 30-40 years. But it's worth testing to find out.
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        • Profile picture of the author CDarklock
          Originally Posted by Kevin-VirtualProfitCenter View Post

          Good input. It just goes to show how important testing is.
          Another wonderful little statistic about new ideas:

          1. Most consumers need to be exposed to an idea seven or more times before they can form a valid opinion of it. Prior to that, they're working almost exclusively on instinct, emotion, and prejudice.

          2. Most new products will be tested in the marketplace... twice. So most "failed" products haven't even been exposed to the public enough to know what the public opinion really is. They've been abandoned as "bad" ideas even before they've been fully developed.

          This is sort of like shooting the children who don't do well in kindergarten.
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          "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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  • Profile picture of the author Mark Blaze
    It makes alot of sense for that style of optin box as it has a comment section as well and i would have no idea what to put in there!

    Plus they have taken out the comment box completely now unless you want to edit the message yourself by clicking the link.

    Also the button has changed it's name to make it more idiot proof and the background for the last links have changed to make it seperate so people who are really dumb don't get confused on where to click.

    However for the traditional name and email optin form's i highly doubt putting 'hello, my name is 'full name here' and my email is 'email address here'.

    Mark Blaze
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  • Profile picture of the author Jo_Shua
    I like this. Simple, elegant, and efficient. Nice find Kevin, and thanks for sharing.
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  • Profile picture of the author Jag82
    Thanks for the share

    Just a few slight tweaks and you get
    major boost in conversion! Amazing!

    The 2nd form looks more intuitive
    and "inviting". I can see why it's more
    natural for the reader to fill in that form.

    Some really good food for thought for me.

    Thanks again, Kelvin!

    Jag
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  • Profile picture of the author The Copy Nazi
    Banned
    I've always thought the standard opt-in form sucked dogballs too. As always, comes down to testing but I'm betting something like this would work on a squeeze page.

    BTW Kevin, there was a late-night tv spruiker on Australian television called "Big Kev" whose catch-cry with every pitch was "I'm excited!"

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  • Profile picture of the author Rus Sells
    I imagine that if car dealerships are using it, it's been soundly tested with favorable results. I'd like to get my hands on this.
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  • Profile picture of the author Mr. Enthusiastic

    Hello, my name is _________________ ___________________.

    You ____________________ my ___________________.

    Prepare to ________________________.
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    • Profile picture of the author jasondinner
      Originally Posted by Mr. Enthusiastic View Post


      Hello, my name is _________________ ___________________.

      You ____________________ my ___________________.

      Prepare to ________________________.
      I love that movie
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  • Profile picture of the author DougHughes
    That's great. Thanks for sharing. I'll give that a try pronto.
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  • Profile picture of the author Steve Baker
    Thanks Kevin for sharing this. It's so simple, yet brilliant. I'll be split testing this one.
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  • Profile picture of the author Zero
    I'm definitely gonna try this out. Awesome find.
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