Nuances of Perception

[Markll]

Wording can be paramount to success or failure of even the simplest thing. I am curious of how all you marketing gurus would word the menu button for a basic mail list signup form and why.

For example "Join Mail List" or "Mail List Signup" ?

or am I just being overly analytic?

[Dcrux]

or am I just being overly analytic?

Obviously not. Because then, you would have tested both in an A/B run split -- and you'd already know. So you are not being analytic enough. That and you're hung up on nuances and not the big honking perception.


For example "Join Mail List" or "Mail List Signup" ?

Just about nobody wants to be on your mail list. You need not trust me on this, test both and find out for yourself. You might as well put up a "Spam Me Unmercifully" button -- because that's how that will read.

You are not being analytic, just unfocussed on the target user. Because you are offering the user the choice between smashing their foot with a hammer, or getting bonked on the head. They are both non-starter, DOA, false choice dead ends.

As always, this makes the major assumption the visitors have 1) Only been on the web two weeks. 2) Have not already signed up for, and been deeply disapointed by, between eight and twelve spam newsletters. You telegraphing this is just another newsletter is a recipe for failure. ( Or, at best, dismally poor response).

In fact, the only way to get worse response is to just ask anyone with two brain cells to rub together to voluntarily be on anyone's mail list. Approximately zero have volunteered, sight unseen, to be on anyone's mail list for no better reason than the company wants them to fork over an email address.

First off, tell the visitor what they missed in previous issues of your newsletter: With the caveat that there had very well better have been something to miss. Next try something that doesn't imply you are desperate to get your hands on their email address -- try alternatives to the word newsletter. (And no, I am not going to do your work for you by telling you.)

[DonOmite]

There are a number of ways to word the button. Both of those you listed are bad. Well, not bad but bland. I'm assuming you have already tried to sell people on the benefits of signing up for the mail list. So try something like "YES! I want your newsletter" or whatever you are calling it. "Keep me informed" can work. Make it a positive action on their part. Postive present tense usually works best.

ALWAYS put a notice about what you will be doing with the email they submit. Google now requires that you have a statement about not spamming, selling, or sharing the email addresses with anybody else and that you will only use it for the stated purpose.

[DonOmite]

Oh Dcrux, I think you won't tell because you don't know. Are you this abusive to your customers? Or do you have customers with this type of attitude? Notice you didn't answer the question really. Just abused him for asking a question. Maybe he doesn't know how to A/B test.

I know I know. You were born knowing the answers and never had to learn this stuff or ask for advice.

Here is unsolicited advice. Take a chill pill.

[keyon]

Just about nobody wants to be on your mail list.
I think this is probably the truth of the matter, unfortunately. And I suspect that's why most websites I see no longer ask visitors to "join my list" or "sign up for newsletter." Instead they offer a tangible product in exchange for the email address. This makes the whole transaction more reasonable for everyone -- you give something to the visitor (ebook, trial offer, etc.), and the visitor gives you something in return (email address).

[LD]

Instead they offer a tangible product in exchange for the email address. This makes the whole transaction more reasonable for everyone

Yes - tell your visitors why they should sign up! What is the advantage of giving you their email addy if there is no indication of anything of value to receive in return. Even if we understand we're getting a weekly, monthly (whatever) newsletter, why should we join up? Explain what people can expect and then employ a good call-to-action - "limited time offer", "...for the next 25 people only..." - yes, these are cheesy, but an example, just the same.

I'd have to say with all the millions of offers all over the internet I'd have to say I might choose 1 out of 25 instances of something interesting to join (and I say again, might). Why? I've been spammed with nonsensical, usually meaningless, up-sell verbiage, litterally up the kazoo almost every time. Give your visitors something in good return and they might become your new client - and even better, they might tell their friends to check it out too! :smile:

And - don't forget a good privacy policy also.

[PremierContent]

It seems that the issue of what to have the submit button say is somewhat down the list from what you're offering to people to actually sign-up in the first place. In other words, you need to entice your readers with a free ebook (a good one), or better yet, a significant discount on whatever product or service you're offering to get them to sign on that dotted line!

Once you have some significant conversions, then you can start tweeking the submit button for better performance.

Best,
--JR