In last week's Sunday email I talked about the often-overlooked key factor in online conversion: the strength of your offer.

Another effective tweak you can make is simply to make your offer in more places.

So if, like me, your main goal is to get website visitors to subscribe to your emails, simply give them more chances to do so.

Surprisingly, loads of businesses have one scruffy looking optin form buried somewhere obscure on their site.

Personally I have forms in multiple places.

There's a big one that's the first thing everyone sees at the top of my home page. And I have one at the bottom of each blog post. The logic is that if someone has read to the end of a post they've probably found my article useful and would be open to signing up for more.

I have a couple of optin boxes on my About Me page. Logic: if someone explores my site a bit more by clicking around, the chances are they could be interested enough to sign up for stuff from me.

And I give people a chance to opt in when they watch my videos. Again, if they're interested enough to click play and keep watching, they may well be interested in more.

It's not about pushing stuff at people, it's about “opening doors” to give them the chance to step through and join you if they want.

By adding to the number of places where they have a chance to step through these doors and subscribe you can get a big increase in conversions.

But you don't do it indiscriminately.

What I try to do is respond to what they might be thinking as they explore my site. If they read to the bottom of an article, they might be on the lookout for more – so I offer it to them.

But I don't interrupt them with a popup before they've had a chance to read an article for example. No doubt that would get more people opting in – but they wouldn't be in the right frame of mind when they did so.

I'm happy to wait and only pick up the people who want more after they've seen the kind of thing I do.

This ability to interpret and optimise the “thought sequences” of your visitors is one of the keys to maximising conversions on your site.