What is your conversion rate of visitors to subscribers? Are you leaving money on the table? Our own testing suggests you may well be.

We conducted a number of tests, with one research partner who wanted to increase their newsletter subscriber list, and with two others who wanted to increase sales of their subscription-based publications.

In both cases we analyzed their existing subscription pathways and identified areas in which we thought we could make improvements.

The outcome was both surprising and instructive. As you will see from our test data, the changes we made resulted in some of the highest increases in conversion rates we have ever seen from a single round of testing.

Why? It is our guess that while many companies have started to pay a great deal of attention to their sales pathways, few are applying the same kind of attention and discipline to subscription pathways. In other words, there appears to be plenty of room for improvement.

Get the full story at Marketing Experiments Journal