How To Make Opting In Easy
Hitting the button takes more than just a good site.
Opting in is what drives browser-based push notifications, and other forms of marketing. But it can also feel incredibly hard to do, especially as we’re bombarded day after day with requests to like, follow, share and otherwise engage. The good news is that the process of opting in is easy, from a signing-up perspective. There’s no “friction” to deciding to receive browser-based push notifications; you just click allow and you’re all set. That gives a distinct advantage over email, social media, and other marketing channels. But it also makes it easy to turn down. How do we make opting in an easy choice?
Offer Clear Value
Value is fundamentally key, especially with more and more demands to “become a fan” in various ways. If you pay attention to a lot of these pitches, you’ll notice the ones that tend to put people off the most boil down to “We get your attention, you get nothing.” So a clear value often stands out, whether it’s first in the door in online sales, exclusive coupons, or being able to catch a blog entry or podcast episodes before the rest of the world. Look at what your audience values, and then give it to them.
An opt-in dialog often appears at the top of the page. Be sure to include some text next to it, in the form of a band across the top of your site, that explains clearly, and concisely, why visitors and customers should opt in. Make the cues impossible to miss; use bright colors for your background and concise text for your pitch that explains the value and what your customer can expect for opting in. That means the frequency of messages, as well as the content; if you’re not sure exactly how many you’ll be pushing out a week, then simply promise you won’t abuse the privilege.
Give them a great reason to sign up.
Remember, there’s more to push notifications than just sales messages.There are multiple use cases that you can set up where the value is clear to your audience without explaining it. Informational messages, for example, where you can automate push notifications to go out at various points in the process of shipping and receiving, are self-explanatory in the value. You can simply ask when a new user opts-in, if they’d also like to receive coupons or other promotional messages.
Make Opting Out Easy, Too
Finally, don’t forget to make opting out easy, as well. Make a point of setting up a page that explains, browser by browser, how to temporarily snooze notifications or shut them off altogether. Part of the reason people don’t opt-in is that they think they’re getting married to receiving your notifications unless they delete their browser or buy a new computer. Making it clear that your customer has the control and makes the decisions makes them far more likely to opt-in.
In the end, it boils down to value, respect, and control. If your customers feel they know what they’re getting, that you understand their needs, and they’re at the wheel, opting for push notifications is easy. To see more about push notifications and learn just how easy opting in can be, get a free trial of Pushnami!