Opt in offers are often seen by website visitors as intrusive. But there are ways around this perception: read this article to find out more about optin offers that convert.

1. All You Need To Know About Opt-In
Offers That Convert
0:24 - Creating a high converting opt-in offer
1:05 - 3 Top headline formulas for your opt-in offer
2:27 - What are the high perceived value items you can give for free?
3:38 - Creating the best CTA with these 4 tips
6:04 - Having different opt-in offers
Hi, Fiona Lewis here from Super Savvy Business bringing you this week’s Word of the Week
from the beach - I’m down at the Balmoral Beach here in Mosman in Sydney and it’s a
glorious day. It’s school holiday season, my children are out playing in the water having an
absolute ball so I thought I’d get to and bring you the news for this week.
0:24 - Creating a high converting opt-in offer
One of the things that I often stress with my clients in the Savvy Mastermind program is the
importance of ensuring that your website has a really solid way of building your database.
And this is usually done (and best done) through what we call ‘opt-in offer’ where you have
something of high-perceived value that you offer to people who come to your website in
return for giving you some of their personal details (whether that be just an e-mail address,
or perhaps a little bit more such as name or perhaps even contact details).
So let’s drill down into this and have a look at the sorts of things you need to consider when
you are looking at creating a high converting opt-in offer.
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2. 1:05 - 3 Top headline formulas for your opt-in offer
Now the first thing that I really recommend that you look at is the headline of the ‘thing’
that you are giving away. There are a couple of different formulas that you can use that
really do show through tests with lots of internet marketers as to what can really work:
1. The first formula is when you have a lie (‘X lies about something common’) - so you are
revealing the lie about something. What I’m actually going to do is put some examples of
these formulas can work on the page below this video so make sure you go down and check
those out.
2. The other formula that can work very well is to get a desired action or desired result in a
desired period of time. So for example ‘Lose 5 kilos in 2 weeks’ might be an example.
3. The other formula that can work really well is when there is some type of threat with the
promise of a solution. So for example you might have something about ‘Holiday Pitfalls &
Perils: How to Avoid X, Y and Z’ - I’ll put some examples on the page on my
SuperSavvyBusiness.com blog so have a look at those and get some ideas.
But it’s really important that your headline is going to capture the attention of the people
who come to your website and going to give them something that they want something that
they really, really want.
2:27 - What are the high perceived value items you can give for free?
So the next question is ‘What is this THING that you are giving away?’. There are certain
things that are more valued or have a higher perceived value than others as far as having a
strong call to action.
The sorts of things that can do really well are:
1. E-books
2. Guides
3. Presentations, Whitepapers
4. You might want to go down the path of having some Live Webinars or some Pre-recorded
Video that offers good quality education and training.
5. I’ve also seen things like if you create a ‘Consumer’s Guide To [Something]’ - that can
have a high perceived value. You might even use the country; for example: ‘The Australian
Consumer’s Guide to [whatever it is that you want to offer a solution to]’
6. It can be Cheatsheets
7. It can be Checklists
Really think about what sorts of problem your website visitors are wanting to have solved
and then create a free giveaway around that; something that is actually going to solve that
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3. problem for them.
You can, of course, collect name and e-mail addresses through having a call to action just
even at the bottom of your blog for instance. But generally speaking, the sorts of things
that do well are the things that I mentioned at the beginning.
3:38 - Creating the best CTA with these 4 tips
The final thing that I’d really like to touch on is to make sure that you have a very clear call
to action. This can be achieved in few different ways:
1. For example, make sure that your call
to action is above the fold, meaning that
it is above the area of your website
where you actually need to scroll. Some
of the good places to have a call to
action is in the actual header of your
website and the top right hand corner is
also a really good place. You can even
consider putting it in both places.
So for instance you can have a horizontal
version in the header and then you can
have a vertical version on the right hand
side. It’s up to you; you can test and
measure what works best - whether to have just one or two - but having it above the fold is
really important.
2. The other thing to think about especially with your button which people click when they
are submitting their details is to make it very clear as to what they are giving you their
details for. Rather than just ‘Download Now!’ or ‘Click Here!’ it’s a really good idea to try
putting down ‘Download Your Free Consumer Report Here!’. Tell them exactly what it is they
are about to download or get access to. Another example might be ‘Get Access to the Free
Webinar Now!’.
Just have a think about the wording, because wording really is SO important.
3. You might also like to think about testing and measuring the colour of your ‘Submit’
button. Some people say that having a green button has the feeling of ‘Go’ and ‘Proceed’
rather than having a red or an orange button. Other people, for instance, however, think
that having a red and orange button stands out and gets people’s attention. You really
aren’t going to know what works best on your site until you test and measure.
4. So this is the sort of thing that you can do split testing on. Split testing is something that
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4. we talk about in the Savvy Mastermind program where we look at having different versions
of your website and your landing pages and testing to see which ones are going to get you
the highest conversions.
Now if you are sending people from an external site to your website in order to get them to
opt in then it’s a really good idea to have them sent to a dedicated landing page for your
offer rather than just your homepage. You are likely to get higher conversion rates if you do
that.
6:04 - Having different opt-in offers
And lastly, what I’d like to touch on is to consider maybe having different opt-in offers
depending on the types of people that you have coming to your website or the types of
products or services you have.
You might find that one opt-in offer is really not going to suffice. You might have for
instance consumers coming to your website and you might have other businesses coming to
your website.
So depending on what page different types of people end up on you might have a different
opt-in offer that is relative to them. Think about too if you have different products or
services using the right-hand column to give them the option of opting in to something that
is relevant to the page they are currently on.
You might find that this is going to increase the conversion rate if you try this out.
Here are just a few ideas for you for this week’s Word of the Week from Super Savvy
Business. It’s really important (especially if you are spending time and money and energy in
sending traffic to your website) that you really do optimize it to get the best results as far as
conversions and as far as building your database.
My name is Fiona Lewis and I’m here at Balmoral Beach giving you the Word of the Week the first one of 2013 - and I now look forward to sharing more business tips and news with
you throughout the next 12 months.
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