An email list is a powerful marketing strategy for any website owner. You can have many visitors to your website, but not all will subscribe to your email list. The percentage of visitors to your site that subscribe to your email list is known as opt-in Conversion Rate. This means that if you want to have a lot of email list subscriptions to your website, considering that it’s voluntary, you must offer a good reason or incentive to persuade your visitors to subscribe. Most website owners increase subscribers to their email lists by offering free valuable reports or extraordinary discount codes. However, the approaches here are not cut and paste so you will need to stay creative and follow your gut.
Opt-in Conversion Rate: Number of visitors who subscribe vs the number of those who visited your opt-in page.
Opt-in conversion rates are vital tools to your online campaigns because they enable you to have a clear picture of how many visitors saw your offer (commonly known as lead magnet) and found it valuable enough to provide their email addresses. If the opt-in conversion rate is high, it means you’ll be able to convert more visitors into subscribers, hence, faster growth of your email list and website.
What is the best Opt-in Conversion Rate?
Your website’s opt-in conversion rate can be determined by numerous factors. The factors can differ depending on the industry you’re operating in, the techniques you’re using to lead traffic to your site, and the kind of offer you’re incentivizing visitors with to attract them to subscribe to your email list.
A website owner can also considerably enhance his or her opt-in conversion rate by leading visitors to a dedicated email capture landing page, frequently known as ‘Squeeze Page.’
Once a subscriber is on your list it’s make sure you learn more about how to ensure optimal email deliverability.
How to measure your opt-in conversion rate
To calculate your website’s opt-in conversion rate, take the total number of people who subscribed to your email list, divide by the total number of visitors to your site and multiply by 100%.
20 subscribers / 100 website visitors = 20% opt-in conversion rate
Broadly speaking, a common conversion rate for an email opt-in landing page is between 5% and 15%. The companies with the most success tend to convert at around 20-25% and the cream of the crop achieve conversion rates of 30% or higher.
There are a lot of people telling you what you should do but really as an email marketer you just need to see what your current conversion rate is and make it better. Make your own “good conversion rate”. Start with a baseline number and work to improve.
I like to imagine that if my 100 website page viewers were in the room with me and 20 of those people raise their hand to opt-in to my offer, I would be ecstatic. Then if one or two of those people handed me money to buy my product, I would be beside myself. The rush would be contagious. I would do what I could to increase my website viewed and analyze why people din’t convert to interest and then to sales. I would work to beat my own results.
How to improve your opt-in conversion rate
Increasing your opt-in conversion rate all starts with your driver. What are you doing to drive people to your opt-in landing page. Then once they are on your page you must evaluate the text, images and design of the page. There are tools you can use to see where people are leaving and how to keep them interested.
It’s important to think more specifically than broadly. Don’t wait too long to show the opt in. Experiment with video content vs text. All of these items will help you increase your opt-in conversion rate.
