E-commerce Link: Leads by Design
First set a baseline; then begin tracking drop-off points, conversion rates and the lifetime value of your leads. As you tweak the language or appearance of your call to action, or the length and complexity of your subscription form, watch these measurements and optimize your pitch.
Cristin Siegel is a senior user experience designer at Designkitchen, a Chicago-based interactive design agency. She can be reached at firstname.lastname@example.org.