Categories
Conversion optimization Ecommerce Marketing

8 email signup strategies from a industry leader

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┬átime
  • 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 fieldsConversion rate
13.2%
23.3%
31.1%
40.9%
50.8%
  • 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.

Categories
Conversion optimization Marketing

Analysis of 13 signup pages

Summary

13 takeaways from 13 signup pages:

  • Make the “No credit card required” very visible
  • 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

TitleStart your free trial today
CTA textSTART MY FREE TRIAL
CTA colorPurple, #5457ff
Background colorDark 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

TitleTry Sleeknote for Free
CTA textCreate Free Account
CTA colorPurple, #5457ff
Background colorWhite/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

TitleCreate your (name of product) account
CTA textSign Up with Email
CTA colorDark blue, #0033ff
Background colorWhite

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

TitleCreate your free account
CTA textNext
CTA colorOrange #ff7a59
Background colorWhite/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

TitleClickFunnels: Enabling People To Grow Their Companies Through Sales Funnels
CTA textStart Building My First Funnel!
CTA colorBlue #036eeb
Background colorWhite

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

TitleName of product
CTA textCreate your account
CTA colorPurple/pink #E20082
Background colorWhite

Notes

  • Good introduction text about what Splunk enables you to do
  • 4 selling points focused on functionality, elaborated

Zapier

Zapier give you the tools to “automate your work”

The signup page

Title, CTA text & color and background

TitleJoin millions worldwide who automate their work using Zapier
CTA textSign Up
CTA colorOrange, #ff4a00
Background colorWhite

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

TitleTry Slack with your team, for free
CTA text+ Create a Slack Workspace
CTA colorWhite
Background colorWhite

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

TitleStart your free 7-day trial
CTA textStart free trial
CTA colorBlue #0d66d0
Background colorWhite/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

TitleWelcome to Mailchimp
CTA textSign Up
CTA colorBluish green #007c89
Background colorLight 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

TitleGet started with a free Twilio account. No credit card required.
CTA textStart your free trial
CTA colorRed #f22f46
Background colorRed 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

TitleName of product
CTA textAgree and sign up
CTA colorBlue #0052cc
Background colorWhite

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

TitleConnect your apps. Empower your business.
CTA textNext
CTA colorBlue #006be6
Background colorBluish grey

Notes

  • 3 selling points, one for functionality and two for purchase decision
  • One customer testimonial
  • Highlights free trial duration twice
  • No credit card required

If you appreciated this post, you’ll probably also want to check out Sunsama’s brilliang welcome email series.