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Web Copy That Sells, 3rd Edition by Maria Veloso

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THE OPT-IN OFFER: YOUR MOST IMPORTANT ASSET

Converting web visitors into customers is rarely completed during the website visit, but by crafting an irresistible opt-in offer and following up with e-mail messages designed to build rapport and a relationship with the prospects, conversion rates of 15 to 25 percent (and sometimes greater) can be achieved.

I have seen websites that attract only a few hundred unique visitors per day, but because of their brilliant opt-in offers, they are able to get more than 20 percent of their web visitors to sign up to receive their offers. Naturally, if they have constructed a series of follow-up autoresponder e-mails effectively, they could conceivably amass considerable monthly revenues from their website.

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