Advanced Tips to Optimize Online Forms for Subscription Sales

Our five best practices for paywall optimization is a great place to begin when looking to increase your online subscription sales, but it’s not

Our five best practices for paywall optimization is a great place to begin when looking to increase your online subscription sales, but it’s not the final word.Just this week, Clicktale released The Giant Book of Form Optimization, which had additional and more advanced tips that subscription sites could use to take their online subscription sales to the next level.Among the 21 tips, there were five that went beyond standard best practices:#1. Use side-by-side field captions.You can make your forms shorter (and keep that call-to-action button above the fold) by not stacking your field descriptors on top of entry fields, but instead laying them side-by side.#2. Use in-form validationA user shouldn’t have to hit a button to find out they’ve entered data incorrectly. Instead, alert him as he goes if he’s missing or entered the wrong information.#3. Tap into databases to shorten the processInstead of having customers enter their city, state and zip code, just ask for the zip code and then tap into an existing database to fill in the rest. Your prospects will be impressed! (You can also use a reverse look-up of the visitor’s IP address to fill in this information automatically.)#4. Ease up on password securityWhen users have an easy-to-remember password, they’re more likely to log in, which means they’re more likely to renew. Unless you’re a banking facility or handling highly sensitive information for a subscriber, there’s no reason why a password needs capital letters or numbers. Also, let visitors use cookies to remember their password.#5. Add an incentiveThey’re already paying for access, but why not advertise one piece of content as a “free, instant download” upon sign-up. It’s a marketing ploy, sure, but one that will likely improve conversions and get your new subscribers engaged right away. Which is great for member onboarding.

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