Question of the Week: How would you collect emails and why?

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On March 18th, 2021, we asked our LinkedIn community:

We want to know which of these approaches YOU think would help drive more ORDERS THROUGH EMAIL, and WHY? What would you change? What extra data would you need?

Assume the same customer in both: someone somewhat interested in earbuds who is researching this space early in their journey, with no preferences for brand or features yet.

See the original post here.

The results

Here are some of the best responses:
“Everything that Shiva Manjunath (https://www.linkedin.com/in/shiva-manjunath) said is what I would have said. B might convert better “on paper” because who doesn’t like free stuff? But what will the quality or LTV of those subscribers be?

On the other hand, A makes sense for those who like the brand and want to keep tabs on them (news, exclusive offers etc). But this would be for warm subscribers not cold ones as in B” – Eden Bidani
“Aaah we do these landing page ab test on a huge scale. What important here is the conversion area needs to stand out. Its important to prime users with keywords like”win” and “free”. Telling users why they should enter their email address is also good.

SO VARIANT B WILL BE A CLEAR WINNER.L WITH AT LEAST 12% UPLIFT IN CR 👌” – Kudakwashe Shamu
“”Why should they do X” is a question we must ask ourselves as experimentation wizards.

Specifically to email – what is the reason why a user would sign up for a newsletter? We hate spam. Giving away an email address is increasingly being held to a higher standard.

So, again ‘why should they give you their email address’?

Are you giving them a chance at a prize? Sure, that could work. But what stops me from unsubbing immediately afterwards.

Are you providing them value through email? Coupon cod? Sure, that could work. Again, what stops me from unsubbing immediately afterwards.

You need to determine VALUE. Trade an email address for something of value to the customer. This is your way to not only get a higher amount of emails, but QUALITY emails. So your unsub rate doesn’t skyrocket a month after you’re done running the promotion, or after they make the purchase.

A prize or coupon code may be a great ‘foot in the door,’ but you need a solid email strategy to keep them hooked longer term. ” – Shiva Manjunath

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Connect with members of the Experiment Nation Directory
PhotoNameLocationShort Bio / SpecialitiesLinkedIn URL
Andrea Corvi London • CRO enthusiast that masters all aspects of the process equally well • Proven track record of optimising digital experiences via A/B and Multivariate testing • Used to working in fast-paced, agile and cross-functional teams • Highly analytical, results-driven and passionate about UI/UX and advanced statistical analysis https://www.linkedin.com/in/andreacorvi/
Jamie Willmott UK Optimisation, User Research, A/B Testing. https://www.linkedin.com/in/jamie-willmott-375677b7/
Greg Sherwin Lisboa, Portugal Software architecture and engineering; platform design; systems thinking; complexity science; data science https://www.linkedin.com/in/gregsherwin/

“If it’s running to warm traffic with interest, then A, otherwise B, to find warm traffic out of a completely broad cold traffic.” – Masood Akbarzai
“Honestly? I took a tour and, customer could be the same BUT user jouneys are totally different 🤫! *
A is the last content before footer
B is an all-page modal

For this reason, B is the choice for users who don’t have preferences for brand or features (… don’t have preferences YET).

They see a pop-up, after 5,10 secs of navigation that offer a free stuff . So first reaction is “why not? If i win every kind of earbuds will be ok!😎”

*Yep, i navigated both sites, If that is a sin… I’m guilty Your Honour!” – Valerio D.
“I don’t either is overly optimized. Version A, I’m not sure what I’m supposed to do — other than subscribe, but don’t see any benefit or reason to subscribe.

Version B, it’s clear I can win a free pair of earbuds, but also clear that I need to subscribe in order to get anywhere. . .

I’d suggest version B with a CTA button that leads a sign-up form overlay.

So. . . I guess my vote is B.” – Deborah O’Malley

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