A friend of mine has been playing around with adding testimonials to his optin page.
(Opt in page = the 'free guide' page)
The results have surprised us. But not in a good way...
His signup rate has increased by 2%
That's good, right?
Not quite. Because:
- He's seen zero increase in course sales, and…
- A drop in his email open rate
Not only are they not buying, but the dicks aren't even opening his emails.
In other words the extra people are useless.
Worse than useless, because lower open rates make it more likely all future emails end up in spam or the promo tab.
So why are these extra guys so useless?
We have a theory.
These are the guys who weren't interested enough to give their email without glowing testimonials.
The testimonials tipped them from "nah can't be bothered" to "ehh, why not".
This is their mentality to my friend's free piece of info. It's no wonder they lose interest in his emails.
And it'll take no less than a gun to their mother's head to get them to buy.
Now of course, this is just one example. And it may have a completely different effect for someone else's list.
But my friend is no mug in the ebook and online course game. And I suspect we're right on this.
Remember - the aim is not to build the biggest email list. It's to build the best quality. And quality = people who buy.
Best,
Ganon
PS. This post was originally posted on r/internetmarketing . It's great little community for those who sell their own ebooks and online courses. I'm the mod there and welcome you to join :)
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source https://www.reddit.com/r/Emailmarketing/comments/jfv4vh/my_friend_added_testimonials_to_his_optin_page/
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