Collecting data on your website, especially email addresses, can be extremely valuable for businesses. Email is one of the most effective forms of digital marketing, generating an average return on investment of £40 for every £1 spent. However, with inboxes getting fuller and increasing privacy concerns, you need to think smarter than simply adding a ‘subscribe to email newsletter’ box or ‘take our survey’ link to your website.
Here are some ideas for getting creative with data capture.
Add an email sign up to every page
It’s common practice to add an email sign up page just to the home page, but by doing this, you could be losing out on a lot of sign ups. Your website visitors could land on any page of your website and won’t necessarily make the effort to look for an email sign up box. Avoid missing out on email sign ups by making it as easy as possible to sign up. Add a sign up box to every page or even a pop up box when visitors leave or arrive at your website. According to Econsultancy, adding a pop up sign up box increases sign ups by up to 400%.
Ask people to recommend their friends
Utilise your existing customers to help increase your data collection through word of mouth. A common way to do this is to ask your current customers to refer a friend. In return for the referral, you could offer them and/or their friends a discount. Many businesses use this method very successfully, including food delivery service Hello Fresh, file storage site Dropbox and cashback provider Quidco.
Offer part of your product or service for free
Another way to entice potential customers to part with their email address is to offer a part of your product or service for free. The most common way to do this is to offer a free trial. This could be an online trial, like Netflix offer, or you could send a trial voucher by email for offline services.
Alternatively you could offer a reduced functionality version of your service. Learning portal Skillshare offers 1 hour free use a month in return for email sign up.
Collect an email before you can access the website
This is a more unusual method but some sites have reported success from asking for details before you can even access the site. For example, Hello Bar prompts you to enter your information as soon as you land on the website.
Offer incentives linked to content
Backlinko found that offering incentives directly related to the content on the page (rather than a general incentive) resulted in a 785% increase in sign ups. When planning and creating content, create a relevant incentive to encourage sign ups at the same time. For example, if you’re writing a blog, why not offer more in depth information on the same topic to newsletter subscribers, alternatively, if it’s a product page, offer a discount or free delivery on that product to new newsletter subscribers.