What’s that noise you can hear?
Ah yes, that’s right. It’s me blowing our collective RoarLocal trumpet!
But instead of just gloating about how brilliant we are(!), I thought I’d actually show you how you can do the same thing in your own market.
Who knows, if you apply what I’m about to share, perhaps you’ll end up making our paltry 71% look bad with your own stellar campaigns…
How To Get A 71% Opt-In Rate
First of all, I should actually prove that we are doing what I say we’re doing.
Below you’ll see a screenshot from LeadPages of the pages that we were split testing and the one that is getting a 71% opt-in rate.
Click the image to make it larger…
Not bad, huh?
(Obviously, before I tell you how I did it, I should say that our results are just that. Our results only. They’re not typical and you may or may not achieve equally brilliant results blah blah blah…)
Believe it or not, the process for achieving high opt-in rates is pretty simple. Not always easy, but simple.
In fact, a high opt-in rate like this consists of 3 elements that make it work.
1) A Strong, Targeted and Free Offer
The offer that we’re promoting (a free report) essentially opens the doors of our advertising department to those that download it.
It shows business owners exactly how to use Facebook Ads in order to generate new, targeted leads for their businesses.
(Incidentally, if you want a copy you can get it here).
That’s something that everyone in business needs. Fresh leads.
Obviously, by making it a free offer, we’ve lowered the barrier to entry completely. But this comes with its own problems…
After all, if it’s free, surely it’s less valuable than if it’s a paid offer?
Well the fact is that this is the problem with most ‘free giveaway/opt-in bribe’ offers. Nobody thinks they’re really worth very much when they’re free… because they’re free. Subconsciously, we value things more if we have to pay for them.
However, point three helps you overcome that nicely (more on that later).
- Ask your audience, what they want, then create a free offer that gives them a method of getting there. Don’t worry about ‘giving away too much for free’. Most people won’t read it all the way through and those that do will see that they need you to implement it for them… At which point you welcome them in as a new client. 😉
2) Split Tested Landing Pages
If you’re going to run any kind of traffic to a landing page, you must be split-testing something on that page.
For those not ‘in the know’, a split test is simply a way of creating multiple versions of the same page.
You then send your traffic to each of those pages in equal numbers and see which one converts best. Once you have a winner, you can test a new element.
So, as I said, if you’re running an opt-in campaign, you should also be running a split test.
Here’s the order that we typically test elements of a landing page (this counts for sales pages too):
- Page layout
- Call(s) to action (such as ‘Buy Now’ or ‘Secure Your Copy’)
You can get really nerdy and test things like the colour of buttons on your page but I’d only suggest that after you’ve tested everything else (use orange or yellow buttons, they mostly seem to work best from what we’ve seen).
It’s uber important to only test one thing at a time, otherwise you won’t know which change made the difference to your opt-in rate.
In the example above, you can see that we tested three different pages.
We actually tested the layout, so we still have the headline, images and CTAs to test.
So now, 71% becomes our baseline and we try and beat it by testing the headline.
Quick note: At this point you might be asking ‘How many visits does a test need to declare it conclusive?’. I use the same measurements as Google Analytics. Each variation must have had at least 100 visits and 25 conversions to declare a winner. To be extra sure, you can also state that the chance of beating the original page must be higher than 90% (Google says 95% to be totally sure). The more traffic you get to your split test, the clearer defined the winner will be.
3) A Targeted Audience
This is probably the main thing that lead us to get a high opt-in rate.
Not the snazzy-looking opt-in pages.
Not the brilliant copy (it isn’t).
Not even the offer.
Nope, what really matters is who you send your offer to.
We put our heads together and realised that there were several people (like past clients) who had their own communities or mailing lists.
We already knew that an endorsement from someone you know is far more powerful than a random ad on Facebook can ever be, so we got in touch with people who had two things:
- Familiarity with us (for positive reasons like the fact we’d made them more money)
- A mailing list of people who want to grow their businesses
That combination alone meant that everyone who hit our page had already seen an e-mail recommending us, from someone they knew and trusted.
If they clicked the link in the e-mail, they were already showing interest, so it didn’t take much to tip them over into ‘buying’ our offer (even though the purchase in this case was informational and not financial).
This joint venture (JV) strategy means that the traffic you get is FAR more likely to trust you enough to opt-in.
Question is: How do you get those JVs?
Well, as I said, we were able to leverage the fact that Neil has helped a great deal of people to make more money.
But if it was just me, without Neil’s contacts, here’s what I’d do (and have done in the past):
- List all the people you know in your niche who have products and services that complement yours. Two random examples to prove that anyone can do this: Let’s say you’re a photographer looking for more bridal work… You could contact people who provide wedding entertainment. Or if you’re a sign-maker, contact people who run local business networking events (where loads of local business bods hang out).
- Find out if they have mailing lists. This is easy if you look at their website. If they have an opt-in form, they have a list.
- Approach them with an offer to promote their products and services to your list in exchange for a mail-out to their list.
If you don’t have a big list, you can either mail for them multiple times to make up for it, or offer your services for free to show that person just how good you are at what you do.Neil did this with several high profile people and ended up getting the gig to do their marketing.
Should you choose this route, make sure there’s a contract or some kind of agreement that states that you’ll get your mail-out after X amount of work and after X results have been achieved (where X is the value of work and results). After all, you’ve got to eat, so don’t work for free for long.
‘Can We See Your Exact Landing Pages Now?’
I’m aware that throughout this article, I’ve told you how and why we got the results we’ve achieved.
At no point have I shared the link to the actual landing pages.
That’s because the pages are still live and being used in JVs. I don’t want to skew our results by sending all the traffic from our blog, just so that you can check out the pages.
I also don’t want to publish them here for all the world to see.
If you want to see the three pages, with the exact copy, images and layout that got 71% of people to opt-in, click here and I’ll send it to your e-mail inbox.
Plus, I’ll also share the freelancer I used to create our report graphics for £3.20.
As always, I’d love to hear your comments about this blog post. If you have a comment, question or idea that you’d like us to cover, simply leave a comment below and we’ll reply as soon as we can. Oh, and if you download the case study, see if you can spot the typo I made on the Original page!