Building a high-quality email list is one of the most important things that a growing small business can do, and opt-in pages are the key to capturing those much-needed leads. By crafting the right offer and placing opt-in forms in the right locations, you’ll be able to transform your business's web traffic into marketable contacts.
The better optimized your opt-in landing pages are, the more value you’ll receive from your hard-won web traffic. And the more effective you are at generating quality leads, the more your business will grow and the more sustainable your income will be.
Confused on what landing pages are? Stop right there, as we've got some resources for you:
- Get the basic definition of what landing pages are.
- Learn about the difference between landing pages and home pages.
- Hear about the basics of landing page design.
Okay, back to our regularly scheduled program...
Let's consider the math behind opt-in pages.
Imagine you spend $200 to get 800 people to visit your opt-in page, which has a conversion rate of 15%. This means that 120 people join your email list and perhaps 10% of leads make a purchase worth $60. That’s an ROI of 3.6x. Increase your landing page conversion rate to 30% and you now get back more than 7x what you spent on ads.
If this sounds like a skill that’s worth your time to learn, then this is the article for you! In this article we'll explore what an opt-in page is and why it's important for your business. We'll also investigate how to create landing pages and when to use landing pages. Next, we’ll highlight 11 of the top-performing (highest-converting) opt-in page examples and discuss what they do well and what they could do even better. And, finally, we’ll wrap up by answering your most pressing opt-in page questions so that your business can get on the road to more leads and conversions.
What is an opt-in page?
According to LibraryAware, "Opt-in pages, formerly referred to as subscribe pages, are webpages where patrons can "opt-in" to receive library communications, like newsletters or promotional emails that your library sends to specific interest groups,"
Opt-in pages are used by marketers to encourage prospects and customers to share personal data with them. An opt-in page typically requires a customer to fill out their name, email address, and other identifiers.
Why are opt-in pages important?
Opt-in pages are important because they help your online business flourish. The traffic that arrives on your website or landing page is valuable. But you won't be able to harness any of that value unless you capture key information about each visitor. Your opt-in page does just that—it offers a piece of content in exchange for their contact information. Once you have that address, you now have a qualified lead that you can market to. Scale that to all your web traffic and you can see why getting your traffic to opt-in is important.
Take me straight to the top 11 opt-in pages:
1. Super basic squeeze page
2. E-book download page
3. Free e-book opt-in page
4. Simple wellness opt-in page
5. Basic centered squeeze page
6. Host webinar page
7. Yoga e-book page
8. Single screen webinar page
9. Enter to win page
10. Free guide page
11. Light colorful giveaway page
What is the purpose of an opt-in page?
Opt-in pages are email sign up forms that allow visitors to sign-up (opt-in) to your email list or register for an online event. When a user submits the form, they are giving permission to the marketer to send marketing follow-up emails. This is the beginning of the journey, as you enter customers into the sales funnel.
Digital opt-in forms can be included in landing pages, web pages, and pop-ups.
What should be included on a landing page?
When it comes to high-converting landing pages and opt-in pages, it's not always about what you include, but rather what you don't include. High-converting landing pages and opt-in pages typically contain the following elements:
- Benefit-driven headline or unique selling proposition (USP): The headline tells visitors why they’re on the page and it gives them a reason to continue reading. A headline should pique the curiosity of the visitor and make them instantly want what you're offering. In most cases, the best way to spur emotion on your landing pages is by describing the customer’s pain point or pointing them towards a positive future vision.
- Compelling description of the offer: Successful offers are easy to understand, tailored to a unique audience, and they can be expressed in both features and benefits. When it comes to lead generation landing pages, most businesses offer a piece of freebie content (known as a "lead magnet") in exchange for the customer's contact information.
- Clear and consistent branding: Aim to create a cohesive customer experience that carries them through the first click on an ad to the final close of a thank-you page. Choose fonts that speak the language of your business, stick with your selected color palette, keep the design of your page simple, and don't forget to include your business's logo.
- Submission form: A submission form is where your customer inserts their valuable contact information (name, email address, phone number, etc.).
- Compelling visuals: The graphics and images you use should spark the emotion you want visitors to feel while also clearly communicating what your offering is. You want to design landing pages that elevate key content that needs to be communicated. Support the copy, as opposed to distracting from it. Images should also be sized so they load quickly but still look great on any device.
- A single call to action (CTA): A strong call to action should compel a customer to take action: to give an email address, download an ebook, complete a purchase, etc. A call to action is usually a button where the visitor is directed to take that action. A strong CTA button should be specific, concise, and include high-contrast.
- Supporting evidence and/or social proof: The best landing pages include testimonials or reviews from former clients or users. Testimonials provide social proof that can help reassure a visitor that what you're selling is worth the opt-in or purchase.
Discover more essential landing page elements →
What is the difference between a landing page and a squeeze page?
What is a landing page? Landing pages are single webpages that are singularly focused on one goal (known as the point of conversion). This goal could be any number of different actions: sign up for a free trial, download an eBook, register for a webinar, etc. Get the guide to landing pages →
What is a squeeze page? Squeeze pagesare short-form, concise landing pages singularly focused on getting an email address (and perhaps a name or phone number). The squeeze page is designed to squeeeeeeeeeze an email address out of a website visitor. Squeeze pages, sometimes referred to as a lead capture page, are the most common types of landing pages. Learn the ins and outs of squeeze pages →
Opt-in pages are a kind of landing page or squeeze page with email sign-up as its primary objective.
What is the difference between an opt-in page and a landing page?
While opt-in pages and landing pages share a common goal, which is to collect as many leads as possible, there are a few differences between the two.
An opt-in page utilizes a lead magnet (otherwise known as a practical gift that users want to get for free) and typically displays the fill-in fields for personal information above the fold. An opt-in page is also used to convert visitors into leads.
Landing pages are designed to sell products, so typically they are longer and contain more details and images.
Opt-in page examples
In this section, we’ll break down 11 of the top-performing (highest-converting) opt-in page examples that we’ve come across. We’ll also highlight what each opt-in page does well and what it could do to be even more successful.
For each landing page, you’ll see the original landing page template and example of how that template has been customized by a Leadpages customer.
1 - Super basic squeeze page
Template: Super Basic Squeeze Page template
Featured Business: Local Milk
Leonardo da Vinci once said that “simplicity is the ultimate form of sophistication,” and conversion marketers would absolutely agree. Concise communication—the kind that is stripped down only to its most essential, hardest-working elements—is the hardest kind of content to create, but the most likely to make a sale.
(Bonus resource: Need a guide on better conversion copywriting? Check out our page on copywriting for landing pages.)
While this Super Basic Squeeze Page template doesn’t have a striking design, that intention serves it well. Streamlined, simple, and singularly focused, this opt-in page layout lets the visitor know exactly what is most important.
What we love about Local Milk’s opt-in page:
- The selection of professional stock photography complements the color scheme and semi-transparent column overlay polishes the look.
- The crystal-clear headline leaves no room for doubt about what is being offered.
- Its utilization of fine print assures visitors that their contact information will be in safe hands.
What we would recommend:
- Remove the underline from the text as this typically communicates hyperlinked content. Additional emphasis would also compliment the opt-in page. We would suggest bolding complete phrases or using italics on a few choice words.
2 - E-book download page
Template: E-book download landing page
Featured Business: Simply Quinoa
For offers that require 20% more content than the Super Basic Squeeze page, this opt-in page does the trick. A lot is achieved with only 50 words of text, especially when used in such an intriguing, eye-catching way.
What we love about Simply Quinoa’s opt-in page:
- The page contains a descriptive paragraph with benefit-rich statements about what the eBook will teach its readers.
- A visual mock-up of the digital product effectively communicates the value of the downloadable content and makes its value feel tangible.
- Its friendly pop-up headline, “Where Should I Send the Master Meal Planning?” makes the “price” of an email address seem minimal in comparison to the value of the product being offered.
3 - Free e-Book opt-in page
Template: Free E-Book Opt-In Page
Featured Business: David A Fields
What we love about the Davids opt-in page:
- Its use of a high-contrast call-to-action (CTA) button is unmissable and, thanks to a little first-person perspective (“me”) the visitor is instantly engaged.
- Bundling multiple offers together (in this case, 15 high-value resources) is a great way to tip the scales in favor of a conversion.
What we would recommend:
- Offer more clarity on what is included. An element of mystery might be fun, but it’s not always a conversion-friendly strategy. Depending on how this opt-in page is used and where it is positioned within a user’s journey, it may be helpful to reveal additional details about what value is provided and what format the resources are available in.
- Add social media buttons to prompt visitors' call to action.
4 - Simple wellness opt-in page
Template: Simple Wellness Opt-In Page
Featured Business: Two Blooms Lightroom Presets
What we love about Two Blooms’ opt-in page:
- A “pain-full' headline is a strong motivator. By mentioning the visitor’s pain point (“Tired of spending too much time editing without getting the results you want?”) the visitor can self-identify and respond in the affirmative (“Yes, I am tired of that!”).
- Its high-contrast CTA button immediately catches the attention of the visitor’s eyes.
- The who, what, and why of the offer are all included in the first sentence of descriptive text: “We have crafted the perfect editing recipe for photographers who crave beautiful & flawless images, and now we are sharing a handful of our best presets with you!”
5 - Basic centered squeeze page
Template: Basic Centered Squeeze Page
Featured Business: Friend Your Body
What we love about the Healthy Body Healthy Life’s free opt-in page:
- The number of form fields fits the need. Rather than request a dozen pieces of information, Melissa asks for the basics—a name and email address—so that subscribers can stay in the loop with masterclass notifications.
- Pre-sales and early-bird specials are a great use of opt-in pages when visitors merely want an easy way to stay in the loop (AKA subscribe to emails).
- Its use of eye-catching photography complements the spot-color green used in the headline and the CTA button.
6 - Host webinar page
Template: 2-Host Webinar Page
Featured Business: The DSG Agency LLC
Webinars—particularly co-hosted webinars—typically require a little more digital real estate than a no-scroll squeeze page. While slightly longer than previous examples, this opt-in page, still does a good job of structuring the content in an intuitive, persuasive way.
What we love about the DSG Agency’s opt-in page:
- Countdown timers, located at the top and bottom of the page, add a sense of urgency and persuade visitors to take action right away rather than at a later date.
- Using multiple opt-in forms for different dates is a clever way to collect similar web traffic on a single landing page, but still offers flexibility to meet the needs of a diverse audience.
- 5 bulleted benefit statements are easy for a visitor to skim through and clearly communicate the content of the webinar. (Bonus points: the use of odd-numbered bullet points (in this case, five) scores an extra thumbs up from us, as odd-numbers tend to convert at higher rates.)
7 - Yoga e-book page
Template: Yoga E-Book Landing Page
Featured Business: Fruitful Mind
What we love about Fruitful Mind’s opt-in page:
- Multiple mock-ups of digital products further reveal what is inside
- Prompting the visitor to scroll down is a great way to ensure that none of your critical content is missed or overlooked. This can be done by simply adding an arrow or a downward-facing triangle to act as visual clues.
What we would recommend:
- While mock-ups of the digital products are present, a glimpse of the inner pages would be beneficial to the visitor so they know exactly what to expect.
8 - Single screen webinar page
Template: Single Screen Webinar Page
Featured Business: Functional Medicine Coaching Academy
What we love about the Coaching Academy’s opt-in page:
- The mobile-friendliness of a single-column text layout is even more fool-proof than most templates, making it easier for visitors to sign-up on the go from any and every device.
- Its no scroll design keeps the opt-in page concise and the visitor focused and engaged.
- Matching the complexity of the page to the complexity of the offer (in this case a Q&A session) is a strategic way to meet visitors wherever they are in their buyer’s journey.
9 - Enter to win page
Template: Enter to Win Landing Page
Featured Business: YKTR
What we love about YKTR’s opt-in page:
- The eye-catching pop-up image adds a touch of flare to the page.
- Its use of clear and concise copy makes it obvious what is on offer and how to enter to win.
- The streamlined design with two-columns is both intriguing and functional.
- By providing a “next step” action (“Like us on Instagram so you don't miss out on future giveaways”), the team ensures that highly engaged visitors know that the engagement doesn’t have to end after “clicking enter”.
10 - Free opt-in guide page
Template: Free Guide Landing Page
Featured Business: Marketers Take Flight
What we love about Marketers Take Flight’s free opt-in page:
- By requesting only an email address, the page is conversion-optimized and frictionless.
- Its benefit-driven subheader, “Take control of the proposal management process with less stress, frustration, and overwhelm,” is relatable.
- The background image echoes the sentiment of the downloadable content (peaceful, successful task management).
What we would recommend:
- Including social media links would be beneficial to further engagement.
11 - Light, colorful giveaway page
Template: Light Colorful Giveaway Page
Featured Business: Vatea
What we love about Vatea’s opt-in page:
- The header and subheader work together to deliver the core message in as few words as possible.
- The descriptive text details exactly what is included within the gift box.
- Terms and conditions are included in the page’s fine print, eliminating the need for visitors to click away from the page in order to fully understand how the giveaway is being conducted.
Opt-in page advice and best practices
Now that we’ve explored 11 of the top-performing opt-in pages customized and published by Leadpages customers, let’s review a few of the best practices we’ve seen and answer a few burning questions you might be facing.
Where should I put opt-in forms on my website?
Because websites receive a wide variety of traffic, transforming strangers into email subscribers should be one of your website’s key conversion goals. Consider strategically placing your opt-in forms:
- Near your homepage hero section
- On your About and Contact pages
- On an exit-intent pop-up
- Within your alert bar
- In the footer of all webpages
- On your blog’s sidebar
- On your YouTube videos
- Include a link to an opt-in landing page within all your social media profiles
How do I create an opt-in page from scratch?
If you think you have to start at square one to create an opt-in page, you’ll be happy to hear that this isn’t the case.
If you want to set up a standalone opt-in form in Leadpages, simply choose from the drop-down menu. From here, the process is the same as when you’re working on any other asset within Leadpages:
1. First, select an integration (this is the service you want to receive opt-in form data from). The integration could be an email service provider, a webinar-hosting platform, or you. If you select Lead Notifications, you’ll simply receive an email with the data your leads provide every time someone opts-in. Otherwise, you’ll also need to select the list you’re adding your leads to in the service you’re integrating.
2. If you’re using your opt-in page to offer a free report or another kind of lead magnet, you can choose to have it automatically sent to your leads by turning on Lead Magnet Delivery. Choose one of the assets you’ve uploaded to your Lead Magnet Delivery library (or save, name, and close your LeadBox and upload a new one (you’ll find this area under your main account menu at the right)). Choose “Send an Email After Someone Opts-in,” and select your lead magnet from the dropdown menu.
3. Decide on the kind of information you want your form fields to collect. Your integration service may specify the available fields. If your visitors have filled out another opt-in form anywhere on the platform, their information can prepopulate in these fields to make conversion even easier—or you can turn on Facebook Registration to pull in info from visitors who are also logged into Facebook.
4. Customize your opt-in form any way you want, changing the text, images, style, colors, and border to suit your brand. (Keep reading for extra guidance on this topic.)
5. Choose a thank-you page, or save and close your form and create a new thank-you page just for this offer, then come back and add the URL. This completes what we call a micro funnel—see our sales funnel-building post for more on this concept.
How do I create an opt-in form or landing page for free?
If you're looking for a resource for creating a free landing page, we can help. Grow your business faster when you start with our high-converting, mobile-responsive landing page templates. We offer a free 14-day trial, with no limitations, so you can get your form or landing page up and running right away.
Opt-in page best practices
To help you generate more leads from your opt-in pages, be sure to:
- Keep form fields to a minimum. (Minimal, just like this bullet point.)
- Keep your copy short and clear. The longer the page is, the better the chance your visitor will become distracted.
- Optimize your design for mobile devices. People are always on the go. Be sure they can carry your store and its brand in their back pocket.
- Customize your email opt-in forms to keep branding consistent.
- Include a crystal-clear call to action. Your CTA button should also contrast with the background of your opt-in page.
- Comply with standards. GDPR standards and add a privacy statement
- Follow the letter of the law. The CAN-SPAM Act of 2003 sets requirements for commercial email and enforcement by the FTC: you must genuinely represent their identity and intentions and provide a way for recipients to opt-out of receiving emails at all times.
Use opt-in pages to get the most bang for your buck
By crafting the right offer and placing opt-in pages in all of the right locations, you have the power to transform your business’s web traffic into high-quality leads. And, the better your business is at generating leads, the more it will grow and flourish! Be sure to say yes (or should we say, “opt-in”) to opt-in pages!
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