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

READ AWA digital's Johann Van Tonder on the experimentation industry's maturity, approaches, and attitudes

Connect with members of the Experiment Nation Directory

Name	Location	Short Bio / Specialities	LinkedIn URL
Matthias Mandiau	Stockholm	Full-stack CRO'er. Experienced in operating within the end-to-end CRO process + build AB tests in front-end code.	https://www.linkedin.com/in/matthias-mandiau-2a5a2aa5/
Simon Clark	Newcastle upon Tyne, UK	I began my career in Web & Graphic Design over 13 years ago, have worked as a Senior Web Developer at another regional agency, before moving to specialise further in Conversion Rate Optimisation at a global digital group working on some of the largest household names I have worked across a variety of sectors and on some of the UK’s largest homebuilders, insurance companies, Universities, and Automotive brands I oversee the CRO department at Evolved Search which encompasses Strategy, UX Research, Technical aspects such as A/B testing, User Research, Site Speed and Data Analysis	https://www.linkedin.com/in/simonjamesclark/
Silvia Serrano Mateos	Madrid	CRO & UX Specialist	https://www.linkedin.com/in/serranosilvia/

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“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

Connect with Experimenters from around the world

We’ll highlight our latest members throughout our site, shout them out on LinkedIn, and for those who are interested, include them in an upcoming profile feature on our site.

READ Point/Counterpoint: Exploring different experiment prioritization frameworks with Marion Ravel, Patrick Buffum and Trisha Utomi

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The results

Here are some of the best responses:

Connect with members of the Experiment Nation Directory

Connect with Experimenters from around the world

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