If you’ve ever shopped for fruit, then you’ve either “done it” … “thought about doing it” … or “watched someone else doing it”.
I’m talking about grape theft, an epidemic that impacts every supermarket from Vancouver to Sydney. But is it good, bad, right or wrong? And what does it have to do with form conversions? Quite a lot actually.
Shoppers, whether online or in the brick-and-mortar world, are an untrusting bunch (grape pun intended) who prefer to check out the goods before they’ll loosen their purse strings.
Shoppers want proof, and proof equals trust, which leads to purchases.
This parallel extends to the conversion psychology of visitors to your lead capture landing pages. Asking for an email address is a significant trust barrier, and to boost conversion rates you should be willing to offer a free sample of your wares in advance (e.g. a chapter of your report or whitepaper).
Only then should you ask for the key to their inbox.
In a case study later on, we’ll see how providing a preview (in this case, a sample newsletter) helped to lift the conversion rate by 12%.
Before we examine the case study, let’s dig into the psychology to understand why having a preview is valuable to your visitors.
Note: All numbers are for illustration purposes only.
To summarize: Only charlatans peddling poor quality goods need to hide from the grape thief. If your digital grapes (eBooks and whitepapers) are top notch, let people try them before they buy them.
Conversion optimization specialists Wider Funnel ran a landing page optimization experiment for Tourism British Columbia which increased opt-in conversions for their newsletter by 12%. The test made modifications to the opt-in language and offered a preview of the newsletter that people would receive – enabling them to enter the try-before-you-buy mode which built up the trust and desire required to improve the opt-in rate.
There’s no point in getting someone to download your report if they don’t read it. This leads to a common occurrence known as “download now – read later syndrome”. In reality most documents won’t get read later – despite the best intentions – as people get caught up in their regular day-to-day work.
By including your best material in the preview – even if they don’t read the rest – they still know it contains value, making them more likely to read the rest later on AND respond in a positive manner to your follow up marketing.
Remember, if that first grape tasted great, you’ll be reaching for the fruit bowl later on and will buy more the next time you’re at the supermarket.
A monkey, some grapes and a video camera. What more do I need to say…
Run an A/B test with and without a document preview, then come back and share your results in the comments below. If they’re good, I’ll include them in a future case study. Which I’ll make you download by completing a form… after I let you eat a grape of course.