4 Secrets to A Mobile Opt-In Strategy
Ever wondered how to collect opt-in phone numbers on your brand’s website?
First, there’s the issue of time. Who wants to fill out a long form and type out their phone number? People are so focused on convenience that going from 3 to 4 form fields, decreased conversion rates by nearly 10 percent, according to HubSpot.
Then, you need to contend with the larger issue of trust. Consumers resist giving out phone numbers when they can, out of a fear of getting spam. It’s much harder to collect phone numbers than email addresses.
Mobile opt-in can then seem like a significant challenge. Maybe mobile opt-in rates are so low that they’re not even worth the effort. You wouldn’t be alone in making this assumption.
Several research studies find that asking for phone numbers decreases landing page conversions. A 2013 study from Unbounce saw a 5 percent decrease when form fields asked for a number or implied that the company would call consumers. A more recent study found that adding a phone number form field led to a 48 percentdecrease in conversions. With numbers like these, it may seem like asking for mobile opt-in could hurt the rest of your business.
Is Mobile Opt-In Worth It?
Fortunately, low conversion rates don’t tell the whole story. Trust and transparency are key to a successful mobile strategy and overall ROI. Up to 73 percent of consumers are even willing to pay more for a product with complete transparency. This is especially true for millennials, aged 18 to 34 years old.
Once the foundation of trust is there, customers are far more likely to share data with a company. The key to obtaining customer data is trust. A study out of the Columbia Business School found that 75 percent of consumers are willing to share sensitive data, including phone numbers and date of birth, with brands they trust.
Develop Brand Trust with the Concierge Approach
Most companies attempt to obtain customer data with incentivized offers. However, there a more natural way to get mobile opt-in and actually see results with those collected phone numbers.
We call it the concierge approach.
The traditional role of a concierge is to help hotel guests with everything they need. They perform a variety of functions to make guests comfortable during their travels. A concierge might act as a doorman, arrange tours, or call to make reservations on behalf of the guest. While ordinary travelers are far less likely to rely on a concierge today, there are valuable takeaways from the idea of a brand concierge.
When you ask for phone numbers, frame your ask around the customer’s needs. Knowing that today’s consumer’s place high value on transparency, let your visitors know exactly how you’ll use their number. You aren’t collecting data for your database; you’re offering a concierge service.
Let’s say you run a mattress store. In your form field, landing page, or pop-up, you might include a descriptor like, “Add your phone number here and our mattress concierge Sara will personally answer any questions. Let us help you find the best possible options.” Concierge copy presents mobile opt-in as an added convenience for consumers.
Opt-in on Their Own Time
Take the concierge metaphor a step further and allow customers to communicate with you on their own time. Instead of asking for their phone number, give your mobile business number on your website. Invite consumers to text with their questions anytime. Rather than mobile opt-in, this approach feels like a personalized form of customer service.
Inviting consumers to come to you also sets up a more natural conversation. Customer-initiated conversations allow for natural, authentic conversations that actually lead to revenue. You’ll receive more texts from leads with genuine interest in your product or service and are far more likely to make a purchase.
Don’t Forget the Data
When using the concierge approach to mobile opt-ins, don’t forget to track your mobile sales funnel. Mobile channels for marketing and sales are still relatively new, so it’s easy for mobile data to fly under the radar. But don’t miss out on this chance.
Before you begin a mobile campaign or start offering your number for as a concierge opt-in service, establish a system to track progress anywhere from the 1st conversation to the 99th. Knowing where a consumer is in the sales pipeline allows you to tailor your messages and offer a customer exactly what they need to buy.
To learn more about implementing this strategy, send me a note at jess(at)bitesize.com today.