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« Social Media, Social Networking, and Event Promotion | Main | Print Advertising Still Works . . . (Outrageous Story) »

Building Your List – Above the Fold

If you aren't getting enough opt-ins on your web site and you have a reasonably compelling offer, you might want to check the location of your opt-in box. Recently I spoke to a group of sports event organizers. A number of them had been building email lists.  When I looked at their individual web sites there was an interesting correlation that popped up.  Those web sites that made it easy and obvious to opt-in had much larger email lists than those that didn’t.  It’s pretty straight forward. If people have to dig to find your email opt-in box, you’re probably not going to have as many sign ups.

How I Upset a Client
This past year I experienced an interesting quandary with an event marketing client over the opt-in box location on their web site. The client did not like where we put the opt-in box on their home page.  It was located as high as you could get on the home page, above almost all the information. I was told more than a few times, and in no uncertain terms, to move the opt-in further down the page.  After some delicate negotiation the opt-in stayed at the top of the page. In the end my client made a lot of money and created a very good list from scratch. After that, I never again heard another request to move the opt-in box. My advice is that you put your opt-in box front and center for your visitor.

The “Fold” Can Vary
You can do yourself a world of good, just by making sure you opt-in box is above the fold.  You want the opt-in box to appear on the portion of your web site that is initially viewable without scrolling. Remember that the “fold” is variable depending on someone’s monitor size and screen resolution.  Ask some friends to test out your site and let you know if there are discrepancies.

If They’re There - They’ll probably Consider
Remember that most of the people who visit your web site are typically predisposed to at least considering what you have to offer. Someone who is interested in pottery probably isn’t going to show up to an air show web site.  A person who does like air shows and gets onto an air show web site will at least consider signing up for additional information.

You Still Need a Great Offer
There is one additional factor you need to consider.  As important as having your opt-in box above the fold is having a compelling and trustworthy offer.  You need to give your prospect a very good reason to give up their first name and email address.  Unfortunately too many people have abuse the trust of the consumer. If they think they’re going to get spammed, they’re no going to sign up. Do things to build trust and credibility with your prospect right from the start.

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