Your opt-in page has the only purpose – to convert as many visitors as possible to subscribers. Therefore, the design, layout and copy of the opt-in page are of a great importance. Consider the following rules when creating your opt-in page:
- Make it clean and simple. Your opt-in page design should be similar to that of the landing page. Create the opt-in page in the manner that it instills confidence, trust and value.
- Show newsletter samples. If you have samples of your email newsletter, provide a link to the page where the subscriber can view the newsletter samples.
- Use testimonials. If you have some testimonials from your readers, it’s wise to use them on your opt-in page. Use testimonials in pull-quote format, either text or as an image.
- Offer incentives. This is a great way to increase conversion. Nowadays people are getting tons of marketing promotions, advertisements, sales letters, etc. and they are too cautious to give their permission for receiving messages from a new sender. And you should take this into account when creating your opt-in page and promise something of value to your future subscribers. Your promise may include:
- special reports;
- software trial;
- tips & news;
- email mini-course;
- e-zine subscription.
Every form is very effective in obtaining opt-ins. You are simply promising them an instant access to some free content in return for their name and email address. So, after the prospect opts-in, you give him a download link on your “Thank You” page or in the confirmation email he receives.
- Set the expectations. The opt-in page should set expectations for the recipient: frequency of the emails, possible other communications from your company. If you are using a double opt-in method, clearly explain your confirmation process.