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Capturing (and Measuring) e-mail Signups
A simple change to a website enticed a higher number of site visitors to become subscribers to an e-newsletter. The results may be useful to you. Previously, the sign-up form for the newsletter was at the bottom of the start page. It was presumed that you wouldn't sign up for something until you'd read at least some of the start page. This was, apparently, wrong. On July 25, the site was changed. The newsletter signup was moved to the top of the start page, and added it to the current issue page and the page that pops up if this is your first visit to the site (more precisely, if you haven't got the right cookie on your computer). From July 1 to July 25, 4.14% of all site visitors signed up for the e-newsletter (dividing the number of new subscribers by the number of "sessions" from the site stats report). Since the site stats package counted how many times the pop-up "If this is your first visit" page was served, one could divide the page views and calculate that 2 subscriptions came from every 10 first-time visitors. Since July 25, 6.78% of all sessions resulted in a subscription, a jump of 64%. More strikingly, the ratio of subscriptions to first-time visitors jumped to .41, a gain of over 100%! August 2001 | |
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