Hello new friends! 

Almost 300 people joined since last week; many of you came from the 18-step opt-in page checklist I shared on Twitter. This issue continues on that topic! Here's a resource-jammed, value-packed email on how to double your opt-in page conversion!

/Jens

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You can only increase your newsletter subscribers in 2 ways. Either get your opt-in page in front of more people. Or you increase the number of people actually signing up from that page. If you improve the conversion rate on your opt-in page from 1% to 2%, it is not a 1 percent increase.

It is a 100% increase.

Getting people to sign-up from a bad opt-in page is like trying to fill a bucket full of holes. 

• Your opt-in page only needs to say 3 things: Who it is for, What they will get, and Why it matters to them.
• People are respectively 5% and 15% more interested in reading when they felt excited, compared to hopeful or at ease.
• Start by figuring out what solution your newsletter offer. People don’t buy features. They buy benefits.
• Craft a strong Value Proposition. This explains how your newsletter adds value to your audience and why it's different than other newsletters in the same industry.
• Remove all buzz words, and replace them with specific numbers or benefits.
• Set expectations by sharing how much information you’ll be sending. Most people want shorter (<5 mins) emails as they have time to read them (I’m not saying all newsletters should be short - it depends).
• Use conversion-centered design.
• Remove the menu. The only goal is to get people to sign up - not click around. 70% of the opt-in pages I analyzed, did not have a menu.
• Make your call-to-action specific.
• Consider using a 2-step opt-in.

• Josh Spector stopped calling his paid newsletter a newsletter and saw a massive increase in sign-ups. Think about how you position your newsletter.
• Alex Llull A/B tested his Twitter profile, and saw that one performed better than the other. The main difference? One focused on features. The best perfoming one focused on benefits.
• Aaron Orendorff reached +43% conversions for the Common Thread newsletter.
• Justin Moore 2.2x’d his conversion rate - mainly by simplifying his landing page (before/after)
• Optimizing his landing page (from 25% to 35% conversions) was part of the reason Jeremy Enns went from 100 new subscribers per month, to over 1200.

• Believing more information is better. As they don’t have to pay with cash, you don’t need too much convincing. Great marketers write less.
• Not keeping track of the variables. Marketing Max reached a 67% conversion rate, by A/B testing dozens of variations. But he don’t know what worked. Only test one variable at the time, and have a place to log your results.
• Not optimizing the copy for where the traffic comes from. The same page can get vastly different results, depending on where people come from. If you have large traffic from specific sources: create a separate landing page for that.

• Use Facebook ads to test your landing page - without even having a landing page
• 21 A/B Testing Tools for 2023
• Choose the right brand color with this branding color quiz.

• What does the landing pages that brought over 29 million subscribers look like?
• The 18 small improvements I made to improve my opt-in page conversion from 8% to 26% percent.
• A stupid simple guide to optimize your landing page with the design.
• How To double your newsletter’s landing page conversion rate
• Checklist for creating converting landing pages in 2023

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Me and my brother with our dad, on his 75th b-day last Sunday.