Last week we focused on finding out the top reasons why your solo ads traffic generated zero opt-ins. Now we’ll discuss another possible case…
The readers of your solo ad clicked on your link, visited your landing page but you got only a few opt-ins.
Why did the prospects change their mind? What could be the reasons for such an unexpected and unpleasant situation? Let’s see…
Question 1: Does the content of your landing page match the text of the solo ad?
Some internet marketers broadcast very generic & short marketing messages. The plan is to arouse curiosity and make the people take action. That’s not a bad plan for getting the clicks but the downside is that sometimes the prospects won’t be happy with what they see on the landing page. This could be a strong reason for not getting the expected number of opt-ins.
In case your solo ad was not vague… If you promised in your ad the ebook “How to Write a Solo Ad” [this is just an example], then does the squeeze page show the cover of that ebook? Some list-builders think that a simple squeeze page can contain only the opt-in form because the visitors coming from the solo ad already know what the freebie is. Completely wrong. How is the visitor supposed to know that she or he landed on the right page? Some people will assume that, others won’t.
Question 2: What info does the opt-in form request from your prospects?
Requesting too many private info (such as phone number, household income, wife’s name – just joking, etc) is a major mistake some list builders make. [Big and trusted companies do that, but in their case it's not a mistake. They are big. They are trusted by the public. They are not the John Doe who didn't even add a name at the bottom of his solo advert and on his squeeze page 
But even in the case of famous companies/people some prospects will give up the idea of subscribing...]
Question 3: Can any newbie understand what he is supposed to do in order to get that book?
Most of the times when you buy a solo ad you don’t know anything about its readers’ online experience. That’s why if you want to maximize the chances of getting as many opt-ins as possible, you shouldn’t make wrong assumptions. For example, don’t assume that all your prospects know what a double opt-in is. Guide each one of their steps with crystal clear instructions. Otherwise you’ll lose some of the prospects on the way.
Question 4: Does your page make its readers feel comfortable?
I mean… Is your name there so that the readers know before subscribing who is the person that gets their email address? Your picture added there will help even more.
Is there a link to your privacy policy? Or at least some make-the-reader-feel-good info such as “I hate spam as much as you do” or “I won’t rent your email address to anyone”.
Could your page design be OK to everyone? For example, a white text on a huge black background is not very likeable to some people. You don’t want your prospects to cry or scream after they landed on your page, do you? 
Also take care when you decide the size of the letters and the font. Tiny letters or fancy fonts cannot be read by everyone. Too bigger letters might be annoying.
Question 5: Does your page contain too many exit-ways?
Banners, AdSense ads, other attractions should be removed from your squeeze page. Even a blog menu can grab the readers’ attention, make them forget about your freebie and further click on a link. Once the reader’s attention was diverted from your freebie, you most probably lost another subscriber.
To your list building success!
Adrian Jock 
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