5 Steps To Creating An Opt-In Confirmation Page That Converts Well
The first page that your subscribers see after they join your email list is your opt-in confirmation page.
That's why it's extremely important to optimize that particular page to get maximum results. In this post, we're going to look at some of the most important tips when it comes to maximizing the impact that your confirmation page makes on your new subscribers.
You will find out:
The reason why you need to have an offer on this page
How to price that offer
The three indispensable tools you can use to give immediate surveys to new subscribers
A quick tip to get subscribers to actually SHARE the squeeze page on their social networks for even more impact
How to get more of your would-be subscribers to confirm their email addresses
The 'hook' that gets them to follow you on Facebook or Twitter
On your side, this is a vital page.
Your subscribers have executed what is probably their first transaction on your website, and even though it's not a monetary one, it's still a valuable transaction nonetheless. They paid for the promised goods (your lead magnet) with their email, so you do have to look at this process as a transaction.
I've been all over the internet, and some of the Confirmation Pages that I've seen can only be described as sad.
When setting up your confirmation page, never use the default one provided by your email host. You know, the one that says, 'Hi, you are on my email list now, so go check your email inbox, yada, yada...' And that's pretty much it.
That's a huge mistake.
Don't just tell your new subscribers to go check their email and then leave it at that. If you do so, you'll be losing out on a whole lot of opportunity. Let's go over what you actually need to do to make your confirmation pages as effective as they can be.
An Important Note:
The 5 tips in this article aren't things that you need to do simultaneously. They're just great ideas that you can choose from.
If you tried putting all the tactics that we're going to discuss in this post on one page, the results would be chaos. All you need to do is determine exactly what your intentions are, and then you'll be able to choose what makes sense for you.
Without further ado, here are the tips for creating a perfect Confirmation Page for your opt-ins:
1. Acknowledge The Action Your New Subscribers Just Took
This is the first and most important thing that you need to do.
You must do this with whichever other tips that you choose to implement on your Confirmation Page. Acknowledge the action that they just took. That is just as simple as saying 'Thank you for signing up. Everything I promised you is on its way to you right now.'
While this may seem super obvious to some, there are Confirmation Pages that don't properly acknowledge any actions that are taken by new subscribers.
On your confirmation page, you need to ensure that whatever they just did to get there is fully and properly acknowledged.
It shows your new email subscribers that you really appreciate them and that they're going to get whatever it is that they opted in for. Remember, they paid for this (even if it's just with an email address), so they don't want to feel shortchanged.
In fact, you don't even want that idea entering their minds. If they start thinking, 'What happened here?' then you have a big problem on your hands.
You don't want any of your new subscribers worrying about things like that.
They need to feel fulfilled that whatever they just did, they're definitely getting what they were promised. That's why that acknowledgment is so vital, and that's why I put it as the first tip – so that you never overlook it.
2. Add A Front-End Product For Sale
You can immediately start to turn free subscribers into happy customers by selling them stuff right away. This tip is different from the others in this post because you're not going to do this simultaneously with the presentation of your offer.
If you're presenting your new subscribers with an offer, then focus on that, and not any of the other things mentioned in this post. But ideally, a confirmation page should offer your new subscribers something that they can purchase.
So, you would use the first and second tips simultaneously to create a sort of hybrid sales page. At the top of the page, you'll have the acknowledgment of what your new subscribers just did.
You could say:
"Thank you for signing up. The [lead magnet] I promised you is on its way to your inbox. It's going to take a few minutes to get there, but while you wait for it to show up, let me show you [whatever your offer is] below" - or something to that effect.
And then present your offer.
If you're doing a lead magnet based on a video, then you'd probably just give them the video on that page, but you can still transform content-oriented lead magnets into offers for a sale.
You could even give them a CTA (call to action) at the end of that particular lead magnet with a little button that pops up so you can bring them to your front-end offer.
Move Customers Up The Ladder
If you're familiar with the customer journey, then you know that it's the entire idea of moving customers to the next level in your relationship, that is, from someone looking to get something from you for free, to them becoming an actual paying customer.
Obviously, it's not everyone who is going to make that jump right then and there, but if you build this into impulse buying territory (such as using a price tag of under $10 for most consumer markets), with such low prices, you'll be able to convert some of the people who opt-in into customers right off the bat.
Your confirmation page is great real estate, which isn't surprising when you think about it.
After all, the people who land there have just completed a transaction with you so the odds of them executing another are high at that point, and that's why the second tip is to put in a front-end offer for sale.
3. Give New Subscribers A Survey
Surveys are great for a lot of different reasons. It could be something simple such as the question we addressed in the previous post:
'What is the biggest challenge you're facing right now?' or it could be how they came across your squeeze page.
If you can think of any information that would tell you more about your new subscribers to help you deliver even more value to your audience, then the confirmation page is a great place to ask it.
Try not to make the survey long. Keep it to one or two questions at most.
It's more likely that they'll fill it in on that page, particularly if it's linked to the fact that they're now a valued subscriber. It's you telling them 'I want to provide you with as much value as I possibly can, so please tell me if there's anything I can do to make your email subscription even more awesome.' - then give them a short survey.
By the way, don't make them click on any external links.
It's always best to have your survey embedded right on that confirmation page.
Some tools that you can use to do this effectively include Gravity Forms, a plugin for WordPress that enables you to do a ton of things. Use it to set up a simple form with one or two questions that you embed right on your confirmation page, and it will send you all the entries.
You're able to record the entire database, and so on.
It's a really awesome plugin, but you can also use Google Forms which comes with Google Drive. It allows you to collect answers from your subscribers and stores them in a spreadsheet on Google Drive.
While this is a totally free option, it's a little feeble compared to Gravity Forms.
You can also use Crowd Signal for your surveys.
This system for polls and surveys was created by the same developers behind the WordPress platform itself, so the two work really well together.
Given a choice among the three, I would go with Gravity Forms.
4. Incentivize Sharing
You can exponentially increase the impact that your opt-in process makes by inviting each person who lands on your confirmation page to share on Facebook, Twitter, Pinterest, LinkedIn, etc. - whatever makes sense for you.
But in order to maximize the chances of them doing that for you, you'll have to provide them with a juicy incentive to do so. For instance, you could say, 'If you share this, you're going to unlock a bonus' or something like that.
There are lots of different ways you can make that happen, including the plugin from PayWithATweet.com which allows you to set up basic campaigns with their free service.
It works in exactly the way that the name suggests – you're paying for something extra with a tweet.
Don't just use standard Social Share plugins and put them on that page by default since they're probably going to try re-tweeting the Confirmation Page link. This obviously defeats your purpose because whoever comes over from that tweet won't be a subscriber to your list yet.
You need to rig the share buttons to share out your original squeeze page instead of the confirmation page so that if new subscribers do retweet, you'll actually be building your list.
But, to get more activity on those buttons, you have to incentivize that process.
5. Give Your New Subscribers More Options For Connecting With You
This can be something as simple as encouraging Facebook page likes or follows on Twitter. The main thing here is to give people a reason for doing that.
The most obvious one has to do with the idea of not missing out on stuff.
You could say something along the lines of:
“Listen, I always offer my subscribers lots of ongoing value but there are times that my emails might not go through, email being what it is. Other times, I may want to share things more immediately with my subscribers without using email as I don’t want to barrage my subscribers’ inboxes.
And so in order to ensure that you don’t miss anything important, why not connect with me on Facebook and Twitter?”
...or something like that.
It's a great way of getting people to connect on your social accounts, and you're also increasing touch points.
You're adding to the number of places that you connect, and the more places they connect with you the easier it is to embed them in your community.
Also, from a business viewpoint, they'll be more likely to become customers whether immediately or later on down the road.
These are just a few tips to help you make the most of the real estate on your Confirmation Pages. And remember, you're not going to be doing all these things simultaneously otherwise you risk overloading the page.
Also, when you ask your new subscribers to do too many things at the same time, you'll probably end up with most of them doing nothing instead. So you have to pick whatever seems most useful to you and go with that.
For instance, if you're going to be offering a front-end product for sale, then you don't have to ask them to share your page or fill out a survey. You'll just go straight to the point and do your best to make the sale.
Figure out the right balance for everything according to what makes sense for your particular business. The point here is to set up a great opt-in process for your new subscribers and get them to take action while you've got their attention on the Confirmation Page.
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Updated: Originally published November 23rd 2018