Rebecca Sterner's Blog

Make Your Web Order Forms Work Harder

Rebecca — Mon, 30 Aug 2010 01:19:45 +0000

Make sure at least part of the order form is “above the fold”. Strip out all unnecessary fields, so that the order form is quick to fill out. And make it a goal to pre-populate order forms on landing pages attached to e-mails sent to current customers. Except for the “above the fold” tip – don’t these sound just like direct mail rules? Compare your web order forms to your best direct mail order forms!

Test Selling Subscriptions on Social Shopping Websites

Rebecca — Fri, 20 Aug 2010 16:03:46 +0000

One to try is www.Groupon.com. Publishers pay a commission on subscriptions sold–the offer is for a limited time and can be targeted by region. Could be a great way to play up an article that has special importance to a city served by Groupon.

Bundle Subscriptions With Event Admissions

Rebecca — Thu, 12 Aug 2010 22:32:16 +0000

This works for both B2B and B2c. Work with trade shows, seminars or other events that charge admission to include a subscription in the total fee, or as an additional product offered on the order form. If you run your own events, even better!

Swap “Exit Pops” With a Likely Partner

Rebecca — Thu, 05 Aug 2010 22:16:46 +0000

If you publish a crafts magazine, for example, and have a relationship with a mail order craft supply company, offer to place a promotion for their website that pops up when someone exists your site in exchange for a subscription offer that pops up when someone exits THEIR site.

Upsell Whenever Possible

Rebecca — Sat, 31 Jul 2010 03:36:34 +0000

Pre-check the 2-year subscription box on the web order form. Offer a special deal to “add an extra year” when someone calls in to order a subscription. Don’t forget those “renewal at birth” offers on your invoices.

Offer 2nd Year in Cash Acks

Rebecca — Thu, 22 Jul 2010 22:07:58 +0000

Test mailing (and e-mailing to web orders) a cash acknowledgment that offers an extra year for a great deal. Often, it more than pays for itself.

Polybag Gift Offers

Rebecca — Sat, 17 Jul 2010 17:17:54 +0000

Test mailing your cold donor offers and subscribing donor offers as attached mail. Some publishers report no difference in response, but pick up postal savings.

Back Issues Obsolete

Rebecca — Sat, 17 Jul 2010 17:16:28 +0000

More and more B2B publications are offering PDF articles for sale on their websites, eliminating the need to sell back issues. What’s more, articles are selling at a rate that’s higher than back issues, with no costs after the preliminary archiving investment. Article prices range from $7.50 – $250.

301 Redirect

Rebecca — Thu, 01 Jul 2010 21:58:01 +0000

Here’s a simple task to boost search engine results: Search engines may think “www.rebeccasterner.com” and “rebeccasterner.com” are different sites. Set up a permanent redirect (a “301 redirect”) between these sites. It’ll result in getting more search engine recognition of your site.

Push Subs in Other Products

Rebecca — Sat, 26 Jun 2010 00:10:14 +0000

If your company publishes books or premiums, or e-papers make sure to always include information about how to subscribe to your magazines. It’s shocking how many times this simple step isn’t taken!