What Opt-In Pages can do to boost conversions (with examples)

Your site is visited by a visitor. Look around. Leaves. It happens all the times. If you don’t get conversions, you are wasting money. It’s frustrating.

How can you get people to stay? What can you do to convert those visitors who come once into long-term customers? Opt-in pages are the answer.

We will walk you through opt-in pages and explain why they are so effective. You’ll also find examples to inspire you in creating your own opt-in pages that will increase your conversions.

What is an Opt In Page?

An opt-in landing page asks for visitors’ contact information to receive something in return. You could get a free ebook, a webinar access or discounts on future purchases.

Opt-in pages can be very useful because they allow potential leads to get in touch with you. You can market to potential leads by adding their contact information to your email list.

This is usually the beginning of a relationship between the lead and you. You’ll need to continue building on that relationship by regularly providing valuable content.

The Essential Features of an Opt In Page

If you want your opt-in page to convert visitors to leads, it must be well-built. These are the essential features you need to remember:

Value proposition The opt-in page should clearly explain what visitors will receive in return for their contact information. You could offer free content, a discount or other incentive in return for your contact information. You can offer more value than you think, and people will be more inclined to give their contact information.

Contact information: This lead form requests contact information. It should be as simple as possible to fill out. Avoid asking for too many details at once. The user will likely bounce if you ask them for too much.

Call for action: A call to action is a button or link that invites people to submit their information to receive something of value. It should be different from other pages so that it is easily identifiable. You should also include a clear directive such as “download now”.

Five Examples of Opt In Pages

It’s time to see some examples of real-world opt-in pages now that you understand what an opt-in webpage is and how it should be effective. These five pages do a fantastic job of entice visitors.

1. Nomadic Matt’s Pop Up Opt-In Page

Nomadic Matt, a travel blogger, knows the importance and value of an email list. His pop-up opt in page introduces himself and then asks you for your email address to receive money-saving tips.

What works?

• Matt’s introduction is casual and friendly to showcase his style. He says that he is aware of the dangers of “overpaying” for travel and can help you see how “you can travel more with less.”
• Matt’s target audience (globetrotters) will be interested in the opt-in incentive (“money-saving travel tips”)
• CTA Copy (“Yes! It makes it easy to join the CTA (“Yes! The small, faint copy that allows people to reject the offer is subtle and nudges them towards the CTA.

2. HubSpot’s Opt-In Page for the “Inbound Marketing Course”

HubSpot provides an inbound marketing certification program for companies that they can use to train their employees.

What works?

• The form is very short and only requires basic information, such as name and email address. It also offers the possibility to sign up via Gmail.
• It is a huge incentive to make the course free.
• Below the lead form, there is a video that introduces the program as well as how it can benefit employees learning inbound marketing skills. While a video may provide useful information, it doesn’t necessarily increase conversions.

3. Unbounce’s Opt-In Page “The Conversion Intelligence Guide to Optimization”.

Conversion Intelligence Guide to Optimization shows you how to increase your website’s conversion rates in today’s online competitive market.

What works?

• This page provides a comprehensive overview of the sections of the guide and a description of each one. Visitors will know what they are getting into by this page.
• The headline “Keep reading to learn the smartest way optimize your marketing campaigns” invites readers to dig in and find out more.
• The CTA button copy (“Gimme the Full Guide”) has a simple, but attention-grabbing design.

4. Uberflip’s eBook Opt In Page “Data-Driven Marketing”

Uberflip is a content marketing platform that allows users to create, curate and publish content. This eBook is free and covers how to collect data to improve content marketing.

What works:

• The opt-in page is centered in the middle of the screen, making it easy to see and focus on. 
• The lead form box does not expand until your mouse clicks on the single form field displayed (work email), which makes the opt-in form appear seemingly less involved.
• The page highlights three concise points you can expect to learn from the eBook.

5. Rival IQ’s “2022 Instagram Stories Benchmark Report” Opt-In Page

Rival IQ offers a free benchmark report on useful Instagram Stories metrics collected from hundreds of brands.

What works?

• The opt-in page promises a compelling benefit (a free report), but doesn’t require too much information beyond your name and email.
• The page’s bottom lists companies that have trusted Rival IQ (L’Oreal and JayBaer as well as Alumni & Friends).
• The CTA copy is simple and easy to follow (“Download”)

Get more leads with opt-in pages

Opt-in pages can be a great way for you to increase conversions and attract attention from potential leads. Your opt-in page should include a compelling value proposition, an easy-to-complete lead form, and a call to action.

Keep in mind that opt-in pages should not be “set-it-and forget-it” pages. You’ll need to constantly improve your content and design to convert as many people as possible.

This is the best way. You can monitor the metrics of your opt-in pages and analyze them to find out what is working and what needs improvement. Smart Traffic can even do the hard work for you, directing visitors to pages that are more likely to convert. Unbounce makes it easy to create and test new opt in page designs that increase conversions.