Quick History
In the past, the client positioned the newsletter signup module at the article's end based on the rationale that readers reaching the bottom, having read through the entire piece, would be more inclined to subscribe. This placement strategy placed the signup prompt below the recommended content sections, thereby positioning the subscription invitation further down the page.
TACTICS
We opted for a preliminary test on the client's food newsletter before implementing a site-wide change. By relocating the subscription form to a position above the article's header, it became one of the initial elements visible to users—whether on desktop or mobile—upon arriving at the food article pages.
RESULTS
We anticipated an increase in the module's visibility since every article pageview would automatically present the form to viewers. This expectation was met with an impressive 83% rise in module views. However, the most remarkable outcome was the surge in form conversions, which skyrocketed by an astonishing 409% due to this straightforward UX modification.
Additionally, we kept an eye on the on-page engagement rate to see if positioning the form above the article title had any negative impacts. Contrary to concerns, the engagement rate actually saw an uptick during this period.
As marketers, we recognize the interplay between email capture strategies and the user experience on websites. Experimenting with different approaches to understanding audience behavior and enhancing email capture rates is a worthwhile experiment, especially when aiming to boost newsletter subscriptions.