Give the User Full Control of What They Want
Why is it beneficial to Give the User Full Control of What They Want? Chris and Charles educate you on why you should give the user full control of what they want in #SEOPodcast 316 on Podomatic and YouTube.
Chuck: He says format your post properly. He goes on to say if you’re not spending time on formatting your blog post properly, you run the risk of people ignoring your posts or not generating any comment or social shares. Why is he talking about blog posts when we’re talking about email subscribers? That’s because usually, most blog sites operate heavily on email marketing that will promote that content, and in this case, that’s the example he’s giving, and he’s absolutely right. It’s extremely important that this post be formatted correctly because first off, sign ups usually happen after the content, after they’ve engaged with it if they got all the way through it. If this post is not formatted formally, then they’re really not going to get all the way through it.
Chris: It looks like a big chunk of text.
Chuck: They’re going to bounce, they’re not going to engage, they’re not going to even scan it. They’re just going to run from it like “oh my God, this is…” and bounce.
Chris: “This is an investment, no thank you.”
Chuck: Exactly, and I’m not trying to do that. So take some time, add the right spacing between headers and paragraphs, shorten up your paragraph.
Chris: Bolded points.
Chuck: Yeah, make it easy to read, make it mobile-friendly, make it so people want to engage with it.
Chris: Absolutely. Number 3.
Chuck: 3. He says add a “coupon” section. He says having a coupon code field on the checkout page can result in users abandoning the site to search in Google for the coupon code. So again, we’re talking about email subscribers, right? He got a pro-tip coming up. So think about this, maybe if you are a site like, I don’t know, bigdatasupplyinc.com we’ll check those out, or if you have an e-commerce site and a blog site, and you’re trying to get more people on your email list, then maybe you add a “coupon” section. In this case, you probably wouldn’t qualify for a “coupon” section, but, the point of it is, if you had that section and people are now bouncing because they want to go and find this coupon or they have some cart abandonment or they want to go do some price shopping somewhere else. So whatever the reason is that they hadn’t checked out, your exit-intent popup kicks in and this is your content, a coupon code. That’s the pro-tip. Offer a coupon code in your exit-intent popup for email opt-ins. So that way, before they bounce, so before they leave your cart pages, like “hey, subscribe to my email list and get this coupon code that you can use today.”
Chris: “That you can use right now.”
Chuck: You get a subscriber and a purchase if your offer is right.
Chuck: Take advantage of coupon sections if you have an e-commerce site and you’re blogging.
Chris: That was number 3, this is number 4.
Chuck: Number 4. He says content upgrades. Like content upgrades? What’s a content upgrade? Well, first off, he says content upgrades can easily help you reduce your bounce rate and increase page views. So a content upgrade is basically a concept, right? So you give somebody some really great content, but you don’t give them all of it, you give them maybe 600 – 700 words even though you have 2,000 word of long formed content for this topic. So you give them some bait.
Chris: Cliff hanger?
Chuck: Yeah, with the little bit, and then “if you want the rest of this, go ahead and opt-in and get access to this article immediately. Let me tell you who does a phenomenal job with this, ESPN. ESPN has what they call “ESPN Insider”, right? And Insider is usually columns written by some of the guys who’ve been in the game for a long time, these great articles about in-depth player personnel, all that kind of stuff. Anyway, you’ll get 4 paragraphs in, and it will say “to redirect to this article, subscribe to ESPN Insider”, and then you have to make a decision. Do I feel like subscribing or not?
Chris: Can I wait a month, will I get another 5 articles of whatever it is.
Chuck: Exactly, of whatever it is. So I’ll be the one to subscribe.
Chris: Forbes does the same thing.
Chuck: So content upgrades can help, as long as you use the key that that upgraded content has to really be an upgrade, it has to have some value, because worst case scenario, if I do upgrade, I do check out those other content and it sucks.
Chris: There’s like 10 more words.
Chuck: It doesn’t meet my quality, oh, you’ll get a bad review, I’ll go on a social tantrum.
Chris: I like that, social tantrum.
Chuck: I’ll go on a social tantrum and you’ll regret that. So don’t do that. Number 5.
Chuck: He says give the user full control of what they want to get and when they get it. Give them full control of it, right? I like that. He says consider offering a few check boxes during the sign-up process and allow them to choose if they like weekly or daily emails. You may also specify the types of content being sent out, allowing them to choose between let’s say blog updates and/or funny quotes. He’s absolutely right, especially when you’re dealing with millennials. People like options, they like to make a choice. People tend to engage most when they can control their level of engagement, right? So give people some options. So maybe you’re subscribing to our list and we have a generic email list that goes out, we’ve got a podcast list that goes out. You should get the option to choose what list do you want to be on, what type of content do you want to receive, Matter of fact, that’s why millennials prefer stuff like Snapchat. You know why? Because they can control how they’re being engaged, they can control what they can see.
Chris: Who see it, what they’re seeing.
Chuck: They can control the level of engagement. You can’t really do that on like Facebook and Twitter. Well, you can, but it will requires some extra steps. Snapchat is kind of designed that way. So it works.
Chris: I’m going to add, do A/B testing on this, because we know that adding more fields to a form will reduce your subscriptions.
Chuck: Yes, it does.
Chris: So I’d almost recommend like 3 tests. (1) is, okay, don’t give them options. (2) is don’t show them options but send them to a page where they can fill in their options and then do the options.
Chuck: Or pro-tip, include the options on the opt-in email, especially if you’re using like a double opt-in, right? So it’ll make it really easier, “first name”, “email”, “subscribe.” And once those double opt-in email comes in, like “hey, click this link, and by the way, check this boxes to indicate which list you want to be on.” Take advantage of it. Number 6.
Chuck: He says place the email sign-up form after your blog content. We kind of talked about that earlier.
Chris: We say this a lot.
Chuck: He says after all, what’s the point in generating free content if it’s not going to lead to search engine boost, affiliate clicks or email subscriptions?
Chris: There is no purpose.
Chuck: Exactly. Like at the end of the day, you’re right. You write all this content to get people to engage with, to keep people engaged with you, to share, to provide expertise. All of that reasons. So yeah, place that “email sign-up” right at the end of it, because if they’ve read the entire post, got all the way to the end, that means they probably enjoyed the post, and you have a higher likelihood of them signing up, especially if your CTA says “enjoy the post.”
Chris: “Sign up!”
Chuck: “Want more posts like this? Want to read more content like this? Leave your email below.” I totally agree. Put your “email sign-up form” below the blog content.
Chris: Even for social media engagement, we recommend that as well.
Chuck: Yeah, I think it should go after the blog content, somewhere in the side bar, possibly in the popup, like depending on the nature of your business, how big email marketing is, yeah, you may want to put it everywhere. I like number 7.
Chuck: Here’s another place to put it. He says grab visitors’ attention by implementing an interactive bar. Interactive bar? What’s that? He says the top bar generally states a quick line about why it’s beneficial to subscribe to an email list. Doesn’t take up too much space and people can quickly type in their email address without going to a completely new page.
Chris: And move on.
Chuck: And move on, and we’ve all seen these bars before. Thin little bar, usually right below a menu or right above a slide or right above a video or something like that, and it just says, “hey, join our mailing list for quick tips about *blah*” And then there’s one field, it’s not even a name field, it’s usually just an email field, and subscribe, because what that does is get you back to the double opt-in link where they can get more information from you and you’ll still opt-in. Those actually work, especially on sites that get a lot of returning visitors, where these people already trust you, they’re already engaged with your content, they just may not be on your list yet, you’ll probably get a lot more subscribers by adding that bar. Man, punch in the face to you Dev Sharma.
Chuck: And the good people over at Search Engine Journal.
Chuck: He says 7 Simple Yet Effective Ways to Get More Email Subscribers. I totally agree with your post, that’s what’s up.
Chris: Very cool. It’s not often that we agree with everything.
Chuck: Yeah, it’s not often. Sometimes, but yeah, it’s not often we agree with everything.
Chris: So do we have any “what” news?
Chuck: No, I don’t have any “what” news.
Chris: No “what” news. Well, this kind of wraps up our podcast. If you’re looking to grow your business with the largest, simplest marketing tool on the planet.
Chuck: The internet.
Chris: Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. If you have a referral, so somebody who needs any kind of aspect of internet marketing, you send them to us.
Chuck: SEO, pay per click, website design, newsletter marketing, social media.
Chris: You send them to us, they pay their bill, we pay you. That’s our referral program. Please remember, this was filmed live at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. A transcript, audio and video of this podcast are available on our website, eWebResults.com. For us, Good Friday is tomorrow, so that’s why we’re broadcasting early.
Chuck: Today on Thursday.
Chris: Next week, I’m out of town, so we’ll be skipping our podcast, and so we’ll be back to you in 2 weeks. Enjoy the holiday from us.
Chuck: Yeah, enjoy the holiday. If you celebrate Easter, then go celebrate that. I will be. If you don’t, enjoy your day off. If you have to work, then listen to the podcast #316 while you’re working.
Chris: Go get caught up.
Chris: Maybe watch them because you can look at the Algorithm Cataclysm effect, it’s pretty cool.
Chuck: It’s kind of cool, yeah.
Chris: Alright. Until the next podcast, my name is Chris Burres.
Chuck: I’m Charles Lewis.
Chris: Bye-bye for now.