What is an Opt In Page and How Do They Work?

Every business and solopreneur will reach a point where they'll need to capture leads so that they can nurture potential customers. That's when opt in pages come into the picture.

These are generally single web pages, but their purpose goes much further than simply existing as a web page.

Ideally, you'd want an opt in page to convert visitors into subscribers or leads. And while building opt in pages won't typically prove to be the most challenging part of a marketing campaign, succeeding at lead generation will require some thought and some preconceived understanding of who and what motivates your target audience.

Here's everything you need to know to build a high-converting opt in page and capture leads.

Opt in pages are standalone pages created specifically for lead capture. 

They're predominantly visitor focused, and some key features you'd usually find on an opt in page are things like a benefit-driven headline, a compelling CTA, or an opt in incentive. 

But the most striking feature of any decent opt in page would be its opt in form. It's by large what guarantees that you're looking at an opt in page rather than any other type of static web page.

Normally, you'd consider an opt In page for lead generation. 

They're used for a number of reasons, for example if you're a solopreneur aiming to build an email list of subscribers, or an SMB who'd want to collect contact information to nurture leads. 

But through and through, these opt in pages are built for the single purpose of capturing leads via an opt in form.

There are a number of opt in page examples we could look at to prove the above, but let’s take a look at Backlinko here. 

It couldn’t be a better opt in page: clear and persuasive header copy, social proof instilling trust in the offering, a highly visible and simple opt in form, and finally, an image of the founder to lend credibility.

In Backlinko’s case, the opt in page serves as the perfect way for them to capture leads who are interested in their SEO expertise and signing up to their newsletters might eventually persuade leads down the funnel and drive purchase decisions.

If you’re looking to start building your own opt In page but need some help, check out our free, comprehensive guide on how to build high-converting opt in pages, complete with examples and step-by-step instructions.

Opt in pages are essentially a type of landing page. But there are a few key features that distinguish an opt in page from the typical landing page.

Predominantly, opt in pages are standalone pages used for lead capture and meant for building an email list. This can come along with a free offering, like a demo, ebook, or template, which are meant to sway potential customers into buying decisions.

Most landing pages will come with some sort of free offering as well, whether it's a free trial or content download. But the key feature that sets an opt in page apart from other landing pages is its opt in form and lead magnet. Not every landing page comes with an opt in form. In fact, some landing pages might instead be click-through, have a thank you field, or simply be a page with educational content that's not looking to capture leads immediately.

To be fair, there is a common goal, which is to convert visitors into leads, and many companies and freelancers out there merge principles from different page building protocols into their marketing campaigns.

Here’s a quick visualisation of the main differences between the two.

Opt in pages that convert will need a few key components, which boil down to effective copy, a strong value proposition, and a persuasive reason for prospective leads to share their personal information. 

Generally speaking, you'd want an effective opt in page to showcase the following:

Besides the above elements, there are a few key things you can do on the design and technical side to have your opt in pages stand out from the crowd. 

Namely, ensure optimal page load times and mobile responsiveness, all the while adhering to user experience principles. Keeping that in mind, let's take a look at some you should follow when crafting your opt in pages.

People tend to skim web pages rather than reading word-for-word. Use short paragraphs of 2-3 sentences max, bullet points to break up text, and clear section headers to guide the eye. 

Avoid dense walls of text that overwhelm the visitor and cause them to bounce.

Short, punchy copy also reduces cognitive load, making it easier for visitors to quickly understand your value proposition and take the desired action.

Remove any elements that could potentially distract the visitor from taking your desired action of opting-in. 

This includes external links, complex navigation menus, disruptive animations/videos, or unnecessary media. The page should be hyper-focused on the opt in goal.

Even small page elements like excessive branding graphics or convoluted page layouts can subconsciously increase friction and abandonment rates.

There are many persuasion principles you can harness, like scarcity (limited time/quantity), social proof (testimonials, numbers), and reciprocity (provide value first) to increase the perceived value of your offer and motivate more opt ins.

Masterfully combining multiple persuasion principles can dramatically boost compliance - for example, coupling scarcity with social proof creates an even stronger motivating factor.

The form is the key conversion element, so optimise its layout and fields. Use smart form field ordering by asking for less sensitive info first. Implement in-line field validation to reduce errors. Consider progressive profiling to request more details over time.

Seemingly small factors like form label copy, field lengths, and legal disclaimers can significantly impact conversions – thoroughly test every aspect.

Even small tweaks can yield big conversion gains, so make sure to A/B test different page versions to identify the highest performers. Test different headlines, lead magnets, designs, form lengths and see what moves the needle.

Testing is an ongoing process - customer mindsets and behaviours constantly evolve, so what works today may not work tomorrow. Regularly revisit and optimise.

There are a few ways you can determine your opt in page either isn't or won't perform well before it actually happens. 

This involves analysing the copy, reviewing the design elements, and evaluating the overall value proposition. 

In each case, you'd want to make revisions where necessary. 

Take a deep look at what's working, what's missing, and areas for improvement before launch.

However, if you've already launched an opt in page, pay close attention to its performance metrics. Some of the key data that will get you to understand what's going wrong is bounce rate, time on page, and conversion rate. 

These metrics are likely pointing to something within your opt in page that isn't converting well, and harming your lead generation efforts.

Ultimately, your opt in page is the gateway to capturing quality leads, which will reward you with the contact information of prospective leads, and will present them with what might just be the winning product or service they were looking for.

Besides the above guidelines – all of which you'd want to follow so you create a high-converting opt in page – your best bet is to adopt a set of tools, web builders,and plug-ins to make the process as smooth as possible.

OptimizePress is the perfect choice for building high-performing opt in pages that convert well and drive more visitors down the funnel. 

It comes with a drag-and-drop builder, pre-built templates. We’ve got hundreds of landing page templates for you to choose from, many designed specifically for opt in pages.

Here’s a quick take-home summary of each lead magnet landing page example:

• Opt in pages are standalone pages designed specifically for lead capture and building an email list
• The core purpose of an opt in page is to convert visitors into subscribers/leads via an opt in form and lead magnet
• Effective opt in pages need a compelling headline, clear call-to-action, irresistible lead magnet, trust elements, and visually appealing design
• Best practices include concise copy, reducing distractions, using persuasive techniques, optimising the opt in form, and continual testing
• Analyse metrics like bounce rate, time on page, and conversion rate to identify issues with underperforming opt in pages
• Use a tool like OptimizePress to easily build high-converting opt in pages