Traditional print subscription cards are one of the most cost effective ways to have people sign up to your business. They have a high conversion rate and can grow your business quickly.
However, subscription cards can be impractical. If you have no way to distribute them to your target audience there is little chance of the customer completing the subscription card. If this is the case, your subscription cards become a major liability for your business.
Not all is lost though; the design successes of traditional print subscription cards can be incorporated onto your website’s subscription page. The optimised page will increase visitor subscriptions and how often it is shared; improving exposure for your brand and generating higher visitor numbers.
Here are three of the most important lessons.
Lesson One: Grabbing The Customer’s Attention
Traditional print subscription cards use clear print and exciting colours to incite emotion with the potential customer. There are often pictures of what the customer will receive when they subscribe. For instance, magazine subscription cards will often contain an image demonstrating the look of back issues.
If your subscription business offers a physical product, like speciality food, shavers or a publication then you can do exactly the same. The ideal number of images of back issues or product demonstrations is three.
Using colour in the design is also important for grabbing attention. The right colours can both portray your brand’s ethos while also encouraging certain emotions in the audience. For instance, red is associated with romance and passion while blue represents calmness and responsibility. By creating the right colour mix on your webpage you can describe what your brand is about without the need for words.
Lesson Two: Limited Text
There is very little space for text on a traditional signup card, this forced designers to use clever tricks to convey key messages. Part of the method was to use photos; the other is to squeeze the message into as small a space as possible e.g. bullet points to highlight the main benefits.
A subscription page should do the same. Instead of having paragraphs of text, keep the content to as little as possible. Attempt to have only two or three sentences above three key benefits for subscribers. Three is a good number to base marketing around because it allows your offer to gain significant authority while still being easy to remember.
Draw the reader’s attention further by using slightly larger text for the bullet points.
Lesson Three: Easy To Complete
Subscription cards have to be easy to complete, otherwise the potential subscriber will walk away. Therefore, on the cards there are only a few fields for the customer to complete. Often the only information needed is the name, address, email and payment details.
The same needs to be done on your subscription page. The longer it takes for the visitor to complete the higher the rate of abandonment.
Carefully consider what information you really need and only ask for that.
You can make the form slightly easier by having certain criteria auto-complete for the subscriber. An example would be addresses which can be found by using the postal code and the house name / number. Place software to automatically complete the rest of the address for the customer to save them time and decrease the abandonment rate.
You need to optimise your landing pages in order to convert as many visitors as possible. Physical subscription cards are hugely popular with customers and some of the lessons learnt from their design should be implemented into your website to encourage visitors to signup.
A better designed webpage won’t just increase subscriptions but will also increase the faith visitors have in your brand and make the page more sharable increasing your brand’s potential exposure.