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Smartebusiness white paper for effective
data collection.
1. Multi-page sign up. On one hand the marketer wants
to get as much information on a user as possible but
on the other they do not want to put people off from
signing up to a mailing. To combat this, a multi page
sign up process can increase sign up and let those
that want to give more information do so. Start with
the basics on page one such as name, email etc and
then have a button that says continue. On next page
ask further segmentation questions so that even if
the user does not want to give this information and
moves away from your signup page, you still have captured
there email address and name.
2. Give access to user profiles. Remember to only
ask for profiling information that you intend to use
and will actually provide useful. Give access to user
so that they can update their own profile, once they
are comfortable with how you send marketing information
they will be more inclined to make their profile more
informative.
3. Use auto-responders. Set-up autoresponders to send
back an email targeted to what they have just told
you on the form filled in. i.e. if someone says they
are interested in mp3 add ons, have content ready to
go the minute the press submit. Give people incentive
to sign up by offering information such as a free course
on nutrition, where they are sent five days of content
each morning automatically.
4. Use check boxes and drop downs. Users much prefer
check boxes and drop down list to lengthy text boxes,
this information is also much better for use in segmentation.
5. Different sign up techniques. Do not use the same
sign up form everywhere on you site experiment with
placement content and incentives placed in measurable
locations. If a page is getting a lot of hits make
sure this page has a sign up link clearly visible with
a clear reason why people should sign up. If people
are hitting that page because of a particular search
term make the incentive relevant to that phrase or
keyword.
Article by Mark Hammersley of smARTebusiness.co.uk |
