Notes from a recent webinar on signup strategies from Sleeknote and Hello Retail. Watch the whole webinar here. These strategies and best practices is based on the entirety of Sleeknotes customers, and is therefore building upon an enormous amount of data (10.2 billion visitors according to their stats).
Using an image in a pop-up doubles the conversion rate
When using a time trigger to display a pop-up, 8 seconds is found to be the “golden” delay time
When using screen scrolling as a trigger, 38% is the sweet spot
Using a countdown timer in your pop-up is shown to increase conversion rates 4x
When it comes to number of input fields in a pop-up form (email, name, company etc), the conversion rates per input field is as follows:
Number of input fields
Conversion rate
1
3.2%
2
3.3%
3
1.1%
4
0.9%
5
0.8%
Use a two-step pop-up to capture multiple fields from the user. For example, in step one you ask for only the email, and in step nr 2 you ask for name/gender/age etc. 76% of those who complete the first step completes the second step
An underused feature of Sleeknote is to make a trigger based on data layers in Google Tag Manager. You can for example make a pop-up trigger based on shopping cart value. They showed an example of an e-commerce store selling wine, doing a trigger split: When a user had items in their shopping cart and about to leave the site, an exit intent pop-up would trigger, that also considered the shopping cart value. For shopping carts with a value under X, the pop-up would read something like “finish your order and join our competition for a bottle of this nice wine.” For shopping carts with a value over X, the pop-up would read “finish your order now and get this bottle for free.”
Another feature that Sleeknote thought was underused was to set triggers based on opening hours. For example, in opening hours you could have a pop-up with “call us now on this number”, but outside the opening hours it could say “leave a message and we will contact you shortly”
Want to learn more? Sleeknote runs a very interesting blog, covering pretty much every aspect of creating successfull pop-up campaigns.
Show the key selling point for the software in a one-liner
Highlight the most important functionality
Display the length of the trial period in number of days
Show the benefits during the trial period in addition to the main product
Showcase number of customers
Showcase biggest clients with logos
Show certificates to build trust
Use a white or grey background color
Use strong color (red, blue, orange) on call-to-action (CTA) buttons
Phone number or chat for on-the-verge customers
Include a FAQ-section
Use a quote from a happy customer
…and only use a handful of these at the same time. Most signup pages are deliberately very clean and simple.
Salesforce
Salesforce lets you “connect to your customers in a whole new way with the world’s #1 CRM platform.”
The signup page
Title, CTA text & color and background
Title
Start your free trial today
CTA text
START MY FREE TRIAL
CTA color
Purple, #5457ff
Background color
Dark blue, 215CA0
Notes
“No credit card required, no software to install.” Insuring the customer that signing up is hassle-free
Show phone number for leads wanting to talk to an “expert”
Displaying security/privacy certificates to build trust, DigiCert by Norton and TRUSTe by TrustArc
Sleeknote
Sleeknote lets you “Engage Your Visitors with On-Site Messages”
The signup page
Title, CTA text & color and background
Title
Try Sleeknote for Free
CTA text
Create Free Account
CTA color
Purple, #5457ff
Background color
White/grey
Notes
4 selling points: “all included” and “unlimited number…” + a sentence telling us that there is much more
Number of customers from x countries, telling us they are a global company
Also showcasing the logos of their biggest customers
They highlight how long the trial is (7 days)
No credit card required
Unbounce
Unbounce is a tool that helps you “Design Beautiful Landing Pages That Convert More”
The signup page
Title, CTA text & color and background
Title
Create your (name of product) account
CTA text
Sign Up with Email
CTA color
Dark blue, #0033ff
Background color
White
Notes
Frequently asked questions section with the top 3 most common questions for the trial account
4 most important features of the selected plan, available by drop down
Shows the price you need to pay after the free trial, price in green color to feel cheaper
2 certificates for building trust, indicating they are SSL secure and GDPR compliant
The CTA color is actually a variable, not hard coded
Easy changing of pricing plan
Hubspot
Hubspot “helps thousands of companies grow better every year.”
The signup form
Title, CTA text & color and background
Title
Create your free account
CTA text
Next
CTA color
Orange #ff7a59
Background color
White/blue
Notes
Very simple page, almost no information
Company one-liner: “Hubspot helps thousands of companies grow better every year”
“Free forever. No credit card needed”
Reassuring that they are committed to protecting your privacy
ClickFunnels
ClickFunnels: “Enabling People To Grow Their Companies Through Sales Funnels”
The signup page
Title, CTA text & color and background
Title
ClickFunnels: Enabling People To Grow Their Companies Through Sales Funnels
CTA text
Start Building My First Funnel!
CTA color
Blue #036eeb
Background color
White
Notes
Their main selling point is very clear
Long quote from a happy customer
It is obvious how many steps there are left to complete the signup process
Emphasise “FREE” 14 day trial
Makes it easy to sign up: “No contracts. Downgrade or cancel your account anytime with a single click from your dashboard”
Splunk
Splunk “makes it simple to collect, analyze and act upon the untapped value of the big data generated by your technology infrastructure, security systems and business applications”
The signup page
Title, CTA text & color and background
Title
Name of product
CTA text
Create your account
CTA color
Purple/pink #E20082
Background color
White
Notes
Good introduction text about what Splunk enables you to do
4 selling points focused on functionality, elaborated
Join millions worldwide who automate their work using Zapier
CTA text
Sign Up
CTA color
Orange, #ff4a00
Background color
White
Notes
Big, bold title and 3 most important selling points
Builds trust by telling you Zapier have millions of users worldwide
Specifies number of days in free trial
3 ways of signing up
Slack
Slack “brings the team together, wherever you are”
The signup page
Title, CTA text & color and background
Title
Try Slack with your team, for free
CTA text
+ Create a Slack Workspace
CTA color
White
Background color
White
Notes
No selling points
Obviously a lot of users are trying to create workspaces even though their company already have one
Adobe
Adobe Creative Cloud is a “collection of 20+ apps and services for photography, design, video, web, UX and more”
The signup page
Title, CTA text & color and background
Title
Start your free 7-day trial
CTA text
Start free trial
CTA color
Blue #0d66d0
Background color
White/Light grey
Notes
Very simple layout
Namedrops the 3 seemingly most popular apps (Photoshop, Illustrator and Adobe XD)
4 additional selling points in addition to the main product
Specified pricing information
Mailchimp
Mailchimp lets you “Engage your customers. Build your brand.”
The signup page
Title, CTA text & color and background
Title
Welcome to Mailchimp
CTA text
Sign Up
CTA color
Bluish green #007c89
Background color
Light grey
Notes
Very little information except a great text: “Find your people. Engage your customers. Build your brand. Do it all with Mailchimp’s Marketing Platform.”
Twilio
Twilio lets you “Engage customers on any channel, any time.”
The signup page
Title, CTA text & color and background
Title
Get started with a free Twilio account. No credit card required.
CTA text
Start your free trial
CTA color
Red #f22f46
Background color
Red and blue, gradient
Notes
7 most important selling points, focused on functionality
Lots of colors
Elegant design
I want to push the red button
Atlassian/Jira
Atlassian “make tools like Jira and Trello that are used by thousands of teams worldwide.”
The signup page
Title, CTA text & color and background
Title
Name of product
CTA text
Agree and sign up
CTA color
Blue #0052cc
Background color
White
Notes
Specifies “no credit card required”
4 benefits for the free account
Piesync
Piesync gives you the ability to “Keep you customer data in sync across all your business apps, two-ways and in real time.”
The signup page
Title, CTA text & color and background
Title
Connect your apps. Empower your business.
CTA text
Next
CTA color
Blue #006be6
Background color
Bluish grey
Notes
3 selling points, one for functionality and two for purchase decision
