WebKnowHow Monday, December 11, 2006; 05:24 AM
Research firm MarketingSherpa Inc. announced today the publication of a
new study entitled, 'How to Improve Opt-In Forms.' The study, based on
multivariable tests performed by Optimost, the real-time Web page
testing solutions company, was published as part of MarketingSherpa's
Email Marketing Benchmark Guide 2007, available at http://EmailMarketingGuide07.MarketingSherpa.com.
The research team reviewed multivariable results data across dozens of
email opt-in form and online registration forms that Optimost clients
use to grow email lists. Factors reviewed included:
- Copywriting changes for subscription offers
- Presence of privacy, no spam, and service agreement information
- Single column forms vs double column forms
- Adding a yellow background to required form fields
"Optimost's data is a valuable addition to the science of online form
usability and the art of creating compelling opt-in offers," notes
MarketingSherpa President Anne Holland. "If you can improve your Web
design so that 25 percent more visitors sign up for email, that would
have a profound impact on most company's bottom lines."
"Great e-mail marketers are able to get into the heads of their readers
at that critical millisecond when they choose to either opt-in or
abandon," explained Optimost CEO Mark Wachen. "By testing literally
millions of possible permutations of copy and form layout, we've been
able to cut the guess work and provide quantitative, real-world
benchmarks for what works and what doesn't. Often, the most subtle
changes can have the biggest impact on opt-in rates."
About Optimost:
New York-based Optimost is a technology and services company
specializing in comprehensive real-time testing and conversion rate
marketing. Pioneers in the field of multivariable testing, the firm is
able to create and test virtually limitless permutations of copy,
offers and layouts in the time it takes to conduct a standard A/B page
comparison test. By combining real-life response data with information
about which variables were displayed in the test, Optimost clients are
able to determine how much each individual Web site element contributes
to the overall response rate. Client Web pages can then be optimized
further based on the combinations of most positive individual site
elements.
Optimost clients include: Interactive Corp., Lillian Vernon, eDiets,
Delta Air Lines, HP, Time Warner, Earthlink and RealNetworks.
About MarketingSherpa:
Each week 237,000 marketing professionals read MarketingSherpa's latest
Case Studies and research reports. The award-winning research firm also
produces the annual Email Marketing Summit, scheduled next for March
4-6th in Miami.
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