Collecting emails on your blog is really hard.
Sometimes weeks would pass for me with only a few emails collected.
That was before I started using the Content Cliffhanger Technique.
In three easy steps I went from a respectable 3% conversion rate to the current rate of 9.17%.
Up next I'll show you step by step how to use the Content Cliffhanger Technique on your blog to collect more emails.
Note: Scroll to the bottom to download the plugin pack.
The Psychology behind the technique and plugin
In marketing, just like in the movies or in a tv series cliffhangers work like a charm!
This is because of the something called the ‘Zeigarnik effect’.
It is when a story or a piece of information is started but not finished, our brain then retains the information, pushing it into our conscious mind until the story is complete.
It seems to be human nature to finish what we start and if it's not finished, we can't forget it.
Bluma Zeigarnik a Russian psychologist first studied the phenomenon after her gestalt professor Kurt Lewis noticed something intriguing about waiters and waitresses.
After observing them when serving tables, they found the waiters had much better recollection of unpaid orders than paid ones.
Actually, as soon as the table left the restaurant and closed the cheque the waiter would forget their order completely.
The information loop stayed open in the waiters mind until the table was finished, because the story or narrative of that table was not complete.
Leveraging more emails using Zeigarniks findings.
We can use this technique in our blog posts to leverage more emails.
Simply by starting a story or information loop in the blog post and asking for an email opt-in from the reader to complete the loop.
The way you do this is simple:
1. Write a piece of content on a niche topic
For example ‘How to get killer abs’.
In the post start an information loop, the beginning of your story, the set up for your cliffhanger.
In this example they talk about 4 of the 8 best ways their readers can improve their abs
Write half the content in the blog post and half in the free download.
Use one of my free content archetypes templates to design your free download.
2. With the Content Cliffhanger plugin offer the reader a free download
Create a download for the post that tells the reader the remaining 4 ways they can improve their abs or offer a high value resource like a video.
Allow the reader to close the information loop by downloading the free content.
3. Record the difference in your email opt-in rate before.
Now while I cannot promise you exact opt in rates, I have never seen a less than 5% shift in conversions when using this technique and plugin.
The difference with this plugin and most others is that you can customize the form and its contents for every post or page. So you can have free downloads that are always aligned with your pages content.
That is the secret behind the technique, when the users search intent is aligned with the opt-in offer, you see much higher conversion rates. Because the give away is aligned with what they originally searched for on google.
Start an idea in your blog post but finish it in the download, like a cliffhanger in a good tv series.
People then want to close the information gap or loop, increasing the likelihood of conversion.
Scroll down to learn more about the wordpress plugin features and what you get in the free download pack.