If A Page Lags On Opt-Ins, Can You Fix It?
Are opt-ins down? Then here’s what do.
Ideally, every page drives a significant number of opt-ins to your browser-based push notification campaign. But when it comes to opt-ins, not all pages are created equal. If one page, or several, on your site, are lagging behind in opt-ins, can you come from behind? Perhaps. But it might also not be necessary.
Where’s The Page?
The first question to ask is the relative “depth” of the page on your website. Web traffic is rarely equally distributed among every page on your site, and some pages just are sleepy towns next to the vibrant metropolis of your home page, especially ones you have to click through a page or two to get to. In this scenario, it’s useful to look at percentages. If your home page and your lagging page have the same percentage of opt-ins, then it’s probably the page, not your offer.
What’s The ROI?
Another point to consider is the value of your opt-ins. If a page gets relatively low opt-in counts but pulls in high conversion rates, you’ll want to see if that approach works on other pages with higher traffic. Or perhaps this is the page your really dedicated customers go to; for instance, Facebook’s log-in page likely sees a lot of raw traffic, but you probably go straight to your profile.
Low opt-ins doesn’t mean low ROI.
What’s The Value?
Let’s say you’ve answered the first two questions and your page really is lagging. The first place to start is the value you that you’re offering. It’s not necessarily that you’re offering a bad value proposition; it’s just a question of audience. If your sales page sees a lot of traffic, and your value proposition is about the latest news in your industry, you likely will have better luck with your weekly sales campaign. Approach it from the perspective of your customers; why are they on this page, and what do they do next when they arrive there?
Sometimes this can be as simple as letting the page load. If your push request pops before anything else loads on the page, your issue might be as simple as customers assuming it’s a pop-up ad.
What’s The Copy?
Sometimes it’s also a question of the copy you’re using in your pitch. Put yourself in your audience’s shoes and consider the value that you’re pitching to them. Is it clear what they’re getting? Do you make it clear what the frequency of alerts will be? Is there a compelling reason to sign on? Take a moment to address this and see what the effect might be.
Finally, remember that in some cases, you can finely tune absolutely everything, and you likely won’t see a dramatic change right away. Sometimes this has a straightforward reason: A page is drawing your best customers, and they’ve already opted in. Or perhaps they’re on a mission; if time spent on the page before clicking away is low, then it might simply be they don’t stick around long enough to pay attention to the pitch. Remember, this is a long game, and things can shift over time. But take your time to develop the perfect pitch, and you’ll see better opt-ins soon enough. If you’d like to learn more about browser-based push notifications, sign up for a live demo of Pushnami!