Eye-Catching Email Opt In Forms

Ooo, look an opt-in!Having an opt-in form on your website is the single most important marketing action you can take if you want to capture online leads into your sales funnel.

But what makes a good opt-in form? Where should you put it? How do you encourage the most number of visitors to hand over their email addresses?

There’s a lot that goes into an opt-in form. The essential elements come down to:

  • Placement
  • Offer
  • Trust
  • Simplicity

Let’s take a look at how some of my favorite opt-ins make it happen:

Webinar Opt-In From Alicia Cowan


Alicia Cowan Facebook Webinar Opt In

What I like about this opt-in:

  • It’s super clear visually and super-simple to sign up. Your eye is definitely going right to that sign-up form.
  • The offer (her free upcoming Facebook Leads webinar) is an enticing one.

It actually looks like Alicia is using Derek Halpern’s Webinar Bridge plugin – one that streamlines the double-opt-in process from Aweber or MailChimp to GoToWebinar. Derek endorses it as a well-tested conversion format, so good choice on Alicia’s part.

Suggestions? Testing?
I think Alicia could add her newsletter as a bonus here “As an added bonus, you’ll get my popular weekly social media tips!”

The Mogul Mom

The Mogul Mom Opt In

This is one of my favorite opt-ins. It’s right on Heather’s homepage and it rocks.

What I love about this opt-in:

  • Your eye is going nowhere but this opt-in. It’s all above-the-fold.
  • Social proof is out the wazoo – with the as seen on logos on the right, to the high subscriber number at the top of the form – you can tell this is a list you need to be on.
  • The offer is incredibly targeted to her target market – right away you know this newsletter is for you if you’re both a mom & a business owner

Suggestions? Testing?
I love being above-the-fold but the text is a bit tight. I’d suggest trying to move the “Your First Name” and “Your Email Address” to below or within the field boxes as a space-clearing move.

Anne Samoilov

Anne Samoilov Opt In

I love the simplicity of Anne’s banner opt-in which appears on every page of her site.

What I love about this opt-in:

  • The color pairing! I have to admit I have a *bit* of a color crush on Anne’s site. It’s crisp, clear and has one of my favorite shades of blue/turquoise as the call to action. Nice contrast.
  • The simplicity – Anne asks for name and email because that’s all she needs. Simple. To the point. Low barrier for newsletter entry.
  • The promise is clear – I know exactly what I’m getting & how often I’m getting it.
  • Again really targeted at her target market – if you want to learn about launching, you want to sign up for this list.

Suggestions? Testing?
In my Chromebook browser, it looks like the opt-in language is cut-off (I honestly did not notice this before writing this post so may not affect opt-in rates that much). (Did you know you can use Google Analytics to see what screen sizes and browsers your visitors are using?)

Amy Porterfield

Amy Porterfield Opt In

I love this opt-in on Amy’s homepage.

What I love about this opt-in:

  • Visual impact. You are definitely checking this one out. It has all the key elements for attracting a visitor’s eye: human face, contrasting colors, above-the-fold placement.
  • Clear focus. You know you want to be on this list if you want to learn more about using social media for your business.
  • The social proof – a quote from a popular social media expert easily transfers trust to Amy (assuming her visitors are familiar with this expert)

Suggestions? Testing?
The expectation. How often will I be getting emails in my inbox?

The required drop-down question. I bet this data is awesome for Amy to have but unless it affects which segment of her newsletter I’m put in, requiring an answer is just one more barrier to sign-up. I’d suggest making it optional.

(and actually, I signed up to Amy’s list after reviewing her form)

But, Of Course

It all comes down to testing. I don’t have access to any of the analytics data for any of these forms, I’m simply offering up a few best practice elements to consider testing for better opt-in conversion.

Each of these women is putting out seriously quality content – no incentive required for opt-in. Opt-in form suggestions aside, I highly suggest you consider getting yourself on these lists if you’re looking to do more with your business online.

Your Turn

Do you have an opt-in form on your site? Share a link to it below! What have you taken away from this post? Any other opt-in forms out there that you’d like to add to the list? Let me know in the comments!

photo credit: horizontal.integration via photo pin cc

11 Responses so far.

  1. Alicia says:

    Hey Liz, great post – I love it. Such an important part of web marketing and often neglected.

    Thanks for including me, especially among such great company! I did indeed use Webinar Bridge (changing it a little so it’s in line with my branding).

    Thanks also for the tip – I’m going to add that right now!

  2. Anne says:

    Thanks for the shout out – I haven’t seen the cut off until I saw your article! I’ll have my web person check on it! Thanks for including me here. This is a great post!

    • Great article Liz!

      Liz + Anne – There’s a lot of data supporting that *certain* types of opt-in pages are better in the “above-the-fold” format, while others are better “below-the-fold”

      It’s ALWAYS worth testing, but a general rule I’ve seen is that short/sweet opt-ins (email or small purchases) are good to have above the fold, while more complex and expensive processes require leading a prospective customer through all the information they need to make an informed decision – hence opt-in at the bottom.

      Every situation is highly unique, and I hate distilling it into those simple terms. My FAVORITE tidbit is the ‘ol, “when in doubt, use both!” – put an easy-to-access opt-in at the top of the content, but also include it at the bottom (or where else appropriate).

      Anne -> another great tip is to have your designer include an arrow *near* the fold (as liz mentioned, use G/A to see what the majority of screen resolutions are to figure out where that is) to entice readers to keep moving down the page.

      again, Great article!

  3. Monica Crowe says:

    Hey Liz, Great post! Thanks for mentioning Derek Halpern’s Webinar Bridge plugin. As an Aweber user, I’ll certainly look into that one.

    You make great points about the opt in being best above the fold and near to social proof.

    I have an opt in form that has social proof designed into it. There’s a testimonial in the footer, and the image of the person who gave it is shown, too. It’s one of my highest converting forms.

    Here’s a link if you’re curious. http://forms.aweber.com/form/69/1819894669.htm

  4. Deborah says:

    Great post Liz – love the visuals along with the descriptives as to why you love the particular opt-in being displayed. Fabulous sharing! Slainte!

  5. Great post, but looking for more tools. I’m more interested in the HOW than the what! (Great suggestion for webinar bridge). I’ve searched high and low for EASY ways to create attractive horizontal forms on my wordpress sites, without the need for a web developer. Any suggestions anyone?

    • Liz Lockard says:

      Hi Krishna! Thanks for stopping by and commenting :) I’d say, depends on your comfort with HTML/CSS but check with your email service provider — they’ll have more specific suggestions for you. Otherwise feel free to send me an email with any more questions! :)

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