An opt-in page is a powerful tool that can help business owners generate leads, grow their email list, and increase sales.
But creating a high-converting opt-in page can be difficult.
In this article, you will learn what an opt-in page is, why it’s important to create one, and how to create an opt-in page.
Table of Contents
What is an Opt-in Page?
An opt-in page is a web page designed to get the contact information of potential customers using a lead magnet. Before I continue, let me quickly define a lead magnet:
A lead magnet is an incentive given to your prospects in exchange for their contact information. Now, let’s continue with the opt-in page.
The main goal of an opt-in page is to build an email list.
You can then send marketing messages, newsletters, or other promotional materials to your subscribers.
An opt-in page typically includes a headline that highlights the value proposition of the offer, a description of the benefits of subscribing, and a form that asks for the user’s name and email address (or other contact information).
In some cases, an opt-in page may also offer a lead magnet like a free e-book, video course, or other valuable content in exchange for the user’s contact information.
They are often used with other marketing tactics, like social media advertising, content marketing, and search engine optimization, to drive traffic to the opt-in page and maximize the number of subscribers.
Why Are Opt-in Pages Important?
Opt-in pages are important because they help to grow your business.
Your website traffic is gold. But you can’t make use of it effectively unless you get the contact information of your visitors.
That’s the job of your opt-in page. It offers something valuable to your visitor in exchange for their email address and name.
Once you’ve gotten their contact information, you now have a great lead you can market your products and services to.
This is a good lead because they’ve shown intent in your business by visiting your website.
What is the main goal of an Opt-in Page?
As already mentioned earlier, the main purpose of an opt-in page is to collect the contact information of your website visitors.
When a visitor submits the form, they’ve given you permission to send them emails.
This is the very start of your journey as an online marketer, as you add prospects to your sales funnel.
What Should You Include in Your Opt-in Page?
To have an opt-in page that converts well, there are certain things you must include. There are also things you shouldn’t even dream of adding. Why?
Because they reduce the effectiveness of your opt-in page.
Here are the things you should add to your opt-in page:
1. A benefit-driven headline
Your headline tells the prospect why they’re on your page. It also gives them a reason to keep reading.
A good headline should pique your reader’s curiosity and make them want what you’re offering.
Sometimes, the best way to create a winning headline is to describe the prospect’s pain point and point them toward a future without the pain.
2. Compelling description of your offer
Great offers are easy to describe and explain to your prospects. Plus, it can be expressed in both features and benefits.
In most cases, businesses offer a lead magnet in exchange for the prospect’s contact details.
3. Submission form
This is where your prospects will input their contact information.
Don’t be boring. Add images so your prospect sees exactly what they’re getting.
The graphics on your landing page should spark emotions in your prospects while clearly communicating the benefits of your offer.
Also, your visuals should support your copy, not distract it. Plus, make sure the image loads fast.
5. One call to action (CTA)
This is usually a button where the customer will take action.
Note, a strong CTA should be clear, direct, and should jump out of the page so that your prospect can’t miss it.
6. Social proof
The best opt-in pages have testimonials and client success stories on them. Social proof like testimonials shows prospects that others have opted in and loved it.
They’re proof that what you’re selling is worth it.
What Type of Contact Information Should You Collect on Your Opt-in Pages
The goal here is simplicity. You do not want to overwhelm your prospect. You want to collect the most important information while also holding your prospect’s attention.
Here are the most important details you should collect on your opt-in landing pages:
1. First name
There’s something about talking to someone using their names.
Just like Dale Carnegie said in his book, “How to Win Friends and Influence People”, people’s best language is their names.
If you communicate with your prospects using their names, it feels as though they know you on a personal basis. This immediately brings down their walls of defense.
Plus, it’ll be easier to sell them your products and services.
Note that you don’t have to collect all their names. The first name will do just fine.
2. Email address
You need a medium to communicate with your prospects. And email is still one of the best out there.
Note that some people have multiple email addresses. In your call to action, tell them to input their best email addresses.
3. Phone number
This is an option if your business needs your prospect’s phone numbers to communicate with them. Otherwise, it’s not compulsory.
These are the only things you’ll need.
But there’s a small challenge. People confuse opt-in pages with squeeze pages. Let’s clear that up right now.
What is the Difference Between an Opt-in Page and a Squeeze Page?
A landing page is a single webpage with just one goal known as conversion. The goal can include signing up for a free trial, downloading an ebook, or registering for a webinar.
A squeeze page is a short-form landing page whose main job is to collect the email addresses or phone numbers of the prospect. The squeeze page can also be called a lead capture page. This is usually the most common type of landing page.
Optin Page vs Landing Page
A landing page and an opt-in page are similar in that they are both designed to convert visitors into leads or customers.
However, they serve slightly different purposes and have different elements.
A landing page
A landing page is a standalone page on a website that is designed to be the entry point for visitors who click on a specific marketing campaign or advertisement.
The purpose of a landing page is to persuade visitors to take a specific action, such as signing up for a newsletter, downloading an e-book, or purchasing a product or service.
Landing pages typically have a single call-to-action (CTA) and are optimized to maximize conversions.
An opt-in page, on the other hand, is a type of landing page that is specifically designed to capture the contact information of visitors who are interested in receiving more information from a business or marketer.
The purpose of an opt-in page is to build an email list or other form of permission-based marketing list.
Optin pages typically have a lead magnet, such as a free e-book or webinar, that is offered in exchange for the visitor’s contact information.
The page usually has a form that asks for the visitor’s name, email address, and other relevant information.
How to Create an Optin page
Here are the steps you can take to create a high-converting opt-in landing page.
1. Define the Goal of the Optin Page
Before creating an opt-in page, define its goal.
Is the main objective of the landing page to generate leads, sell a product, promote a service, or increase email subscriptions?
The goal of the opt-in page should be clear and concise.
Also, it should align with the overall objective of your online marketing campaign.
2. Identify the Target Audience
The target audience for the opt-in landing page is the group of people who are most likely to convert into leads or customers.
Identifying the target audience is critical for crafting the messaging and design of the landing page.
To identify the target audience, think about factors such as age, gender, interests, and location.
This information will help to create a landing page that resonates with your target audience.
3. Craft a Compelling Headline
The headline is the first thing visitors see when they land on the opt-in page.
It needs to be attention-grabbing, clear, and concise.
The headline should convey the value proposition of the landing page.
Also, it should speak directly to the target audience.
A well-crafted headline can increase the chances of visitors reading the rest of the landing page.
4. Use Persuasive Copywriting
The copywriting on the opt-in landing page is crucial in persuading visitors to take action.
The copy should be concise, clear, and persuasive.
It should explain the offer’s benefits and how it can help the visitor.
Use bullet points and short paragraphs to make the copy more readable.
Keep the copy focused on the target audience, and avoid using technical jargon or industry-specific terms that may be confusing.
5. Include a Strong Call-to-Action
A call-to-action (CTA) is a critical element of any opt-in landing page.
It’s the point where visitors decide whether to take action or leave the page.
The CTA should be prominently displayed on the page, and it should be clear and concise.
Use action-oriented language such as “Download Now,” “Sign Up Today,” or “Get Instant Access.”
The CTA should be easy to find and easy to use.
6. Use Eye-Catching Visuals
Visual elements can help to capture visitors’ attention and keep them engaged on the landing page.
Use high-quality images, videos, or infographics that support the messaging of the landing page.
Avoid using stock images or low-quality graphics, as they can detract from the credibility of the landing page.
Visuals should be used strategically and enhance the overall user experience.
7. Create a Sense of Urgency
Creating a sense of urgency can help to increase the chances of visitors taking action.
Use phrases such as “Limited Time Offer,” “Exclusive Deal,” or “Act Now.”
Urgency can be created by offering a time-limited discount or a bonus offer for taking action.
However, be careful not to create false urgency or make unrealistic claims that may be misleading.
8. Optimize for Mobile Devices
With more and more people using mobile devices to browse the internet, it’s essential to optimize the opt-in landing page for mobile devices.
The landing page should be responsive and adapt to different screen sizes.
It should be easy to navigate on a mobile device, and the form fields should be easy to complete.
Optimizing for mobile devices can increase the chances of visitors converting into leads or customers.
9. Keep the Form Fields Simple
The opt-in landing page should have a simple and easy-to-use form for visitors to enter their information.
Keep the form fields to a minimum, and only ask for the essential information that is needed to complete the opt-in process.
The form should be easy to understand, and the instructions should be clear.
Avoid using confusing or complicated language, as it can deter visitors from completing the form.
10. Provide Social Proof
Social proof is a powerful tool that can help to increase the credibility of the opt-in landing page.
Include testimonials, customer reviews, or case studies that demonstrate the value of the offer.
Social proof can help to build trust with visitors and increase the chances of them converting into leads or customers.
However, be sure to use authentic social proof, and avoid using fake or misleading testimonials.
11. Test and Optimize
Creating a high-converting opt-in landing page is an ongoing process that requires continuous testing and optimization.
Use A/B testing to test different versions of the landing page and determine which version performs better.
Analyze the data and make changes to the landing page based on the results.
Optimization can help to increase the conversion rate of the landing page over time.
Opt-in Page Best Practices
- Lead with a benefit: What will your prospect get in return for their email address? Whatever it is, make it a no-brainer.
- Add social proof: This is the third time I’ve mentioned this in this article so you know how important it is. This helps to build trust and credibility in your brand.
- Optimize your CTA: Stop using boring CTAs like “subscribe,” eww. Make it fun and memorable. For example, “Give me access now” or “I want it now“.
- Limit form fields: The more forms you have on your opt-in page, the more confused your prospect. Make it simple. A name and email field are really all you need.
- Make it clear: What is your opt-in form for? Communicate this to your prospect in a clear way. This will stop people from marking your email as spam.
- Avoid long opt-in pages: People have short attention spans. If they realize that your opt-in page is long, they’ll click away. Include only the essentials on your landing page.
- Use contrast CTA buttons: Your CTA button should stand out on your landing page. If your page’s background is white, your CTA button should be red or blue. Whatever jumps out of the page and catches your prospect’s attention. Red is usually the best color.
- Segment your leads: Go through your data gotten through your opt-in page in order to create relevant and personalized offers in the future.
- Use directional cues like arrows: This ties well with using interesting visuals. This shows your prospects where to look.
- Be creative: Stand out from the crowd by avoiding the standard and boring opt-in pages. Add other interactive elements like GIFs and animated CTAs
Opt-in Page Examples
Here are 10 examples of the best opt-in pages. Use them for inspiration when creating an opt-in page for your own business.
Opt-in page example #1: Wishpond
A simple but well-structured design. All elements are straight to the point. Plus, they’re readable.
Opt-in page example #2: TopMarketing
This page has a lot of white space. This makes the copy less intimidating and easy to digest.
Opt-in page example #3: Hitenism
This opt-in page contains social proof that showcases their experience in the field.
Final Thoughts on Optin Pages
Creating an opt-in page requires careful planning, attention to detail, and ongoing optimization.
By following the steps outlined in this article, you can create an effective landing page that generates leads, grows your email list, and ultimately increases sales.
Remember to keep the messaging focused on the target audience, use persuasive copywriting, include a strong call-to-action, and optimize for mobile devices.
With continuous testing and optimization, your opt-in landing page can become a powerful tool for driving business growth.
If you’d like to have an opt-in page that converts like crazy, including a copy that compels, click here.