Growing the Black Girl Boss Collective’s email list is a focal point for all of my marketing efforts. I believe that email marketing is the best way for a small business to grow an engaged community that it owns while also fostering potential leads for services, programs and products.
I currently use ConvertKit to grow, nurture and manage their email list. They offer a wide selection of landing page templates that are easy to customize and share across marketing platforms.
Following the landing page principles outlined in this Youtube video, I was able to increase email opt-in conversion rate by 564% in less than 60 days.
While the landing page that was in place was well designed, the numbers indicated that the landing page was not encouraging visitors to take the intended action: Joining the email list.
The original landing page was created in ConvertKit using the Harmony Landing page template. This template was chosen because it could host all important links for the company in one place AND drive traffic to my email list.
The Original Landing Page garnered 451 visitors and 32 opt-ins resulting in a 7.1% conversion rate.
The main problem with this landing page is that there are too many call-to-actions. There were 6 call-to-actions. By the time visitors click through all of the external links, they likely forget to join the newsletter.
Creating a landing page that garners results requires a balance of functional design, intriguing copy and a compelling call-to-action.
The original landing page checked out in the design and copy categories but fell short in the call-to-action category.
The goal was to create a focused landing page specifically to grow the email list to increase opt-ins.
I incorporated all 5 of the Elements of a Landing Page that Converts (Learn more about these elements here => https://youtu.be/5eCfKwt_-5E)
Here was the result:
To date, the New Landing Page has received 53 visitors and 25 opt-ins and is converting at 47%.
The main difference between the original landing page and the new landing page is that there is only one call-to-action on the latter. Providing only one option for visitors compels them to either take action or leave the page, leading to higher opt-in conversion rate and, ultimately, higher engagement and ROI.
Although the Original Landing Page has less than ideal conversion rate, I still use it on my main social media platforms as my bio link. The design makes it easy to distribute relevant content and information to potential leads and increase the likelihood of securing a new subscriber on this landing page than I would on my website.
The New Landing Page is performing very well at just over 2 months of use. But here's where I’d work to improve it:
Create a better headline: I think the current headline is good but I think I could target potential clients more efficiently with a question that calls attention to a pain point. probably a question
A laser focused description: I’d be more specific about what subscribers should expect when they subscribe like frequency, topics, and the fact that I’ll be marketing to them in the future.
Include a one-question survey: This simple survey would help with segmentation early in the automation process and help me ensure I’m sending the right content and offers to the right people. Learn more in this Youtube video.
