Warren, RI (PRWeb) December 11, 2006 -- Research firm MarketingSherpa Inc. announced today the publication of a new study entitled, 'How to Improve Opt-In Forms.' The study, based on multivariable tests performed by Optimost, the real-time Web page testing solutions company, was published as part of MarketingSherpa's Email Marketing Benchmark Guide 2007, available at
The research team reviewed multivariable results data across dozens of email opt-in form and online registration forms that Optimost clients use to grow email lists. Factors reviewed included:
- Copywriting changes for subscription offers
- Presence of privacy, no spam, and service agreement information
- Single column forms vs double column forms
- Adding a yellow background to required form fields
"Optimost's data is a valuable addition to the science of online form usability and the art of creating compelling opt-in offers," notes MarketingSherpa President Anne Holland. "If you can improve your Web design so that 25 percent more visitors sign up for email, that would have a profound impact on most company's bottom lines."
"Great e-mail marketers are able to get into the heads of their readers at that critical millisecond when they choose to either opt-in or abandon," explained Optimost CEO Mark Wachen. "By testing literally millions of possible permutations of copy and form layout, we've been able to cut the guess work and provide quantitative, real-world benchmarks for what works and what doesn't. Often, the most subtle changes can have the biggest impact on opt-in rates."
New York-based Optimost is a technology and services company specializing in comprehensive real-time testing and conversion rate marketing. Pioneers in the field of multivariable testing, the firm is able to create and test virtually limitless permutations of copy, offers and layouts in the time it takes to conduct a standard A/B page comparison test. By combining real-life response data with information about which variables were displayed in the test, Optimost clients are able to determine how much each individual Web site element contributes to the overall response rate. Client Web pages can then be optimized further based on the combinations of most positive individual site elements.
Optimost clients include: Interactive Corp., Lillian Vernon, eDiets, Delta Air Lines, HP, Time Warner, Earthlink and RealNetworks.
Each week 237,000 marketing professionals read MarketingSherpa's latest Case Studies and research reports. The award-winning research firm also produces the annual Email Marketing Summit, scheduled next for March 4-6th in Miami.
More information about the MarketingSherpa's just published Email Benchmark Guide 2007 which includes the Optimost study data is at: http://EmailMarketingGuide07.MarketingSherpa.com