We continue with our guide to encouraging users to register. In my previous article I focused on Usability and on the time and place where you should ask users for their data. Today I will discuss other important issues to obtain more user emails.
Offer them something special
Why should I want to register or give my email to an online store if I’m not shopping? This is the question that users make when you ask them to subscribe to your newsletter or register. It’s also a question that many eCommerce/marketing managers are unable to answer.
Seeing how many eCommerce stores ask their users for their email addresses, it would seem that these stores believe that users are dying to give their emails to receive offers. But things are not so. As users, we are more and more tired of receiving offers, or messages from companies where we won’t shop, and if you users to authorize you to be in closer contact with them over time, you should offer them something worthwhile in return.
In the world of B2B, users are very frequently attracted by contents with added value. This is the case of the Kissmetrics blog, which offers various contents (webinars, case studies, etc.) in exchange for your email address and contact data.
In the case of Kissmetrics, this practice is widespread throughout its websites, with various calls to action at different times, all of which seek to obtain our contact data.
In the field of eCommerce there are also websites that offer users something special, trying to encourage users to register. This is the case of Toys’R Us, which states very clearly that if you sign up for their newsletter, you will be able to access special competitions, exclusive items, etc.
In the case of Hoss Intropia, they also make clear what you can obtain by signing up for their newsletter. In this case, you take part in a draw to win €1,000, a juicy price that encourages users to sign up.
Really encourage your users
In addition to offering something special to your users in exchange for registering, you should also take care of the motivational aspects. In most cases, users are asked to sign up for a newsletter by means of a text similar to “Sign up for our newsletter”, and that’s it. Obviously, this doesn’t generate additional motivation or provide added value.
You should go one step further, write interesting copy, and convey to your users the importance of signing up. To do so, you should convey some enthusiasm, making them feel that they are taking part in something special. This is the case of Storenvy, which conveys additional motivation (at least by comparison to most registration pages) by means of a simple approach.
The case of mySupermarket is similar, as the registration page makes clear what can be expected if you sign up.