No matter you do b2b, b2c or affiliate marketing, you are going to make conversions. When it comes to conversion the most important thing is opt-in forms.
Another name of conversion is to filling the opt-in form by the visitors. When this is the matter of filling out the opt-in forms then you should keep an in-depth knowledge about what happens with opt-in forms.
There are basically two types of opt-in forms.So double opt-in is not directly related with increasing conversion rate.
Another opt-in that marketers know about is double opt-in. This is not what we are talking about today but I think you should have minimum knowledge about what it is.
Double opt-in is a verification based opt-in. You must have seen sometimes you fill opt-in form and it sends a verification link in your email. You only become their legit subscriber after clicking the verification link.
This is a type of opt-in form which is shown in a single page and doesn’t require going anywhere else to fill it out. You can see an example of single opt-in form.
The offer and the form both are the same place. At the first sight it seems that it is the best for conversion because this is so easy to be converted for the users. But you will discover surprising information bellow.
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Multi-step opt-in means it required to move to another steps to see the form and fill out the form. You can say that it is a single step opt-in form but broken into multiple steps.
An example of multi-step opt-in form.
This is the first step of the opt-in sequence.
This is the final step of the opt-in sequence.
These are the two steps of a multi-step opt-in. This is not important that a multi-step opt-in have to be within 2 steps. It could be 3,4 or more steps.
This is the most basic example of multi-step opt-in.
Segmentation (Multistep opt-in)
One other multi-step opt-in is segmentation. This is foolproof method to increase conversion rate. The main benefit of segmentation opt-in is it drives the most targeted conversion.
This is an example of segmentation opt-in.
Why you should use multi-step opt-in
Research has seen that both single and multi-step op-in can bring out huge conversions. But multi-step opt-in has some psychological attachment with the users that make it more users interactive than single opt-in.
There are 5 irrefutable reason to use multi-step opt-in form.
- 1Create Micro Commitment
- 2Get the segmentation
- 3Create consistency
- 4Create incompleteness
- 5Create FTID Environment
Create Micro Commitment
We think, we convert because of so many logic and judgment. But research says that we convert for the reason that we don’t know. In fact, we all subconsciously buy something or adapt to any offer.
Our subconscious mind fixes in advance when we will buy a product or accept an offer and that is completely unknown to us.
But marketing savvies know how the subconscious mind triggers people.
When someone clicks on the Call to Action button, his subconscious mind unknowingly makes a micro-commitment to accept the offer. The normal rule of human psychology is that he will try to keep the commitment and he will do it subconsciously too.
In case of multi-step opt-in form, everyone goes there after making a micro commitment, so naturally its conversion rate is higher.
Get the segmentation
Segmentation opt-in forms can be the best example of multi-step opt-in.
By segmenting you will be able to find the most targeted traffic and this type of traffic is very interactive which instinctively increases the open rate and conversion rate of email.
But human psychology ignores the situation where he needs to give a lot of answers. That is why a segmentation opt-in form gets the lowest conversion rate.
The solution to this problem is the multi-step opt-in form.
In the multi-step opt-in, you break down a lot of questions into smaller parts and put them in front of users one by one. In this case, it cannot be understood that he is being asked many questions. It results in 86% higher conversion rate.
One more benefit of segmentation opt-in is, the users go up to the opt-in form with doing micro commitment at each step.
The great example of segmentation opt-in is “Quiz”. You can make a quiz to segment your audience. If you use Thrive Quiz then building a quiz is matter of minutes. You can watch the video bellow. There Hanne has shown how to create a lead segmentation quiz.
When visitors goes in front of a single step opt-in form then the whole offer ends right there. There is no question of suspense or curiosity and consistency.
The multi-step opt-in urges the user to subconsciously explore the front.
On the other side no one in the world wants to be deceived by clicking on something that promises something that is not delivered properly. If this happens to anyone, he will think his time is wasted.
Multi-step opt-in also helps to create that trust.
There is a psychological term called “Zeigarnik Effect”. The term states that "People remember the work that is incomplete more than the work they have completed or not started yet."
In the case of multi-step opt-in, the users first click on the Call to Action button and then go up to the form. As soon as he clicks on the button, he invests his time in this work. His work remains incomplete until he fills out the opt-in form.
On the other hand, his subconscious mind will drive him to complete the task.
Create FITD Environment
FITD stands for Foot In the Door. This is also a psychological term. It's a strategy to get people to take a big action, first to take a smaller action.
When people initially agree to a smaller request, the chances of agreeing to a larger significant request later are greatly increased. Maybe he wouldn't have agreed if he had gotten that significant request at the beginning.
The call to action button is a small request. When a visitor clicks on the CTA button and makes an initial commitment, it means you put your foot in his door and without any coercion you mean your value to him so that he agrees with the comparatively large request.
Where to use multi-step opt-in
In the present days marketing is all about interact based. No matter what us your product, you have to drive interaction. Multi-step opt-in does this job very cleverly.
Multi-step opt-in is not a thing that would make a problem for using particular places. You can use multi-step opt-in everywhere of your website and of course for every offer.
If you look this website, no where you get a single step opt-in. We think multi-step opt-in is perfect for every places and it brings out a good result then single opt-in.
Many digital marketers suggest to use single opt-in form for small businesses or if you just want to collect email address then use single opt-in forms.
I know single opt-ins are not bad, it can bring out a massive result too but in maximum case double opt-in forms get the most results.
When you can easily create a multi-step opt-in form without hiring a web development specialist then why not take the advantage of it?
How to create a simple multi-step opt-in form
Without knowing web development setting up a multi-step opt-in is impossible but if use Thrive Leads then you can build both single or multi step opt-in form without any pain. There are lot of opt-in form templates are available.
There is no restriction of creating steps. If you have plan to collect a huge data of your audience then break it down into small parts and create multi-step opt-in form with thrive leads.
Watch in the video how easy it is to create a simple multi-step opt-in
Still there are many big companies and brands don’t realize the power of multi-step opt-in. You must get the point by reading the article. So use the power of multi-step and step up your conversion growth.