Promoting email capture petitions to your supporters is a proven and reliable method for growing your campaign’s email list and increasing online fundraising. The timeliness and relevance of your petition topic is the most important factor in determining how many supporter emails you’ll collect.
Once you’ve selected the right topic, you need to create a landing page that quickly converts supporters into email subscribers.
Here’s a checklist for ensuring your petition’s landing page drives email signups.
Ensure the Landing Page Loads Quickly
According to research from Cloudflare, 47% of users expect a web page to load in 2 seconds or less and Wal-Mart’s internal data shows that every 1 second reduction in load time leads to a 2% increase in conversions. While that may not seem like, for every 10,000 visitors to your site, that’s 200 extra email addresses.
Google offers free tools to test your landing page’s load times on desktop and mobile. These tests will let you know if you need to make changes, like reducing image size, to improve load time and conversions.
Maintain Consistency with Marketing
Your landing page should match the copy and visuals of your marketing, including social media posts, Facebook ads, and email. A customized petition page gives your supporters a consistent experience and further reduces the friction of clicking on a post and completing a form.
Have a Compelling Headline
The headline should instantly grab your supporter’s attention and immediately describe the petition’s purpose.
Add two to three lines giving a little more detail. Even if the supporter doesn’t read them, it feels like there’s evidence.
Include Only the Most Necessary Fields
Your form should only capture the most essential information you need. First name, last name, email, ZIP code, and mobile number – that’s it.