Anatomy of an Opt-in Page: How to Improve Your Conversion Rates with Three Simple Changes

Anatomy of an opt-in

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Let’s face it, your readers (and you) have short attention spans.

That’s no surprise to you, I’m sure. In fact, you probably browse the Internet at lightning speed too, scanning titles and subheadings, scrolling right to the bottoms of sales pages, and fast-forwarding through videos just so you can get to the next thing.

The same is true for your readers. If you want to capture their attention long enough to entice them to opt-in to your mailing list, then you have to keep that in mind.

Opt-in Pages that Convert

Related Post: 6 Areas You Can Use Keywords to Make Your Content More Visible


Newspaper Publishers Know This Important Thing


Have you ever noticed that everything you need to know about a news story is typically in the first paragraph? Journalists are trained to answer all the questions—who, what, where, when, why, and how—in the first few sentences, just in case the story gets cut off when the paper goes to print.

In today’s online world, column inches are not so critical anymore but it’s still a useful tip to use when you’re writing an opt-in page.

Think about it: If your readers are skimmers (as most of us are) then making sure you include the most important information right at the top of the page is going to greatly improve your conversion rates.

For opt-in pages, that means putting the biggest benefits in your subject line and following it up with two or three sentences that build on your headline.

That’s it.

Keep it short, sweet, and benefit-driven, and you’ll have greater success than you would with longer content.


Graphics Matter

graphics matter

Whether your opt-in incentive is an eBook, a video, or even a simple checklist, having a graphic representation of your offer is an important component of your landing page.

Typically, you’ll create a digital book or video cover. You can easily outsource this, but be sure you follow these strategies:

  • Bold fonts and short titles make your cover more readable.
  • Use high-contrast colors for more visibility.
  • Be true to your brand. Stick with colors and fonts your readers expect.


Craft a Compelling Call to Action

It’s easy to think your readers know what to do when they land on your opt-in page but, well, that’s just not true.

You have to invite them to take the next step. Give them specific instructions and you’ll have higher conversion rates than if you just leave it to chance.

Your call to action should tell a reader exactly what to do, like this:

  • Click here to download
  • Enter your name and email for instant access

Watch the text on your form buttons, too. Wording like, “Subscribe” or “Sign Up” doesn’t exactly make you feel excited, does it?

Consider using a phrase that matches your call to action instead, such as:

  • Get the Checklist!
  • Send the Video!


Next Steps

Take a few minutes to review your opt-in pages. Do they follow these strategies? If not, consider making some changes to your copy, your images, and your calls to action, then watch your results. You’ll more than likely see a boost in conversion rates if you do.

Want to learn more about funnels and opt-ins? Find more guidance HERE.

Opt-in Pages That Convert