What is an Opt-In Page?
An opt-in page is a dedicated webpage designed to persuade visitors to provide their contact information—usually an email address—in exchange for something of value, like a free e-book, webinar access, or a discount code.
In my experience, it's the cornerstone of any successful email marketing strategy. By offering valuable content upfront, you grow your email list and establish trust with potential customers.
💡 Quick Insight: The average conversion rate for popups (a common opt-in method) increased from 3.8% in 2023 to 4.01% in 2024. The top 10% of popup campaigns achieved an impressive conversion rate of 21.57% (Wisepops)
Difference Between Opt-In Page and Landing Page
At first glance, opt-in pages and landing pages may seem interchangeable; they both aim to convert visitors.
However, there is a subtle but important difference. While all opt-in pages are landing pages, not all landing pages are opt-in pages.
Landing pages can serve a variety of purposes, such as showcasing a product, promoting an event, or encouraging downloads. Opt-in pages focus specifically on collecting visitor information.
What About Opt-In Forms?
You've probably come across a newsletter opt-in form in the sidebar of a blog page before, just like Shopify's blog! So, an opt-in form is an element found on an opt-in page or embedded within other website pages.
My Ideal Opt-In Page Design
I designed my opt-in page to be simple and engaging. A strong headline captured attention, and I highlighted what made my offer unique.
Clean visuals added appeal, while the email field and bold call-to-action made signing up easy. To build trust, I included testimonials, showing the value others had found. This straightforward approach kept things professional and effective.
Key Components of Opt-In Page
Before you create an opt-in page, you know that visitors are not willing to share their contact details.
This is why the focus should be on creating a user-friendly experience and the quality of the value you offer.
Here are the key elements that make an opt-in page successful:
1. Captivating Headline: Your headline is your first impression. Make it count by being both engaging and directly relevant to your audience’s interests.
The headline that Affise chose for its opt-in page is very successful because it offers a successful partner program to the person with a method consisting of concise-6- steps:
Here are the opt-in page headline examples for inspiration:
- You are here to rebuild your health! Let's go for a brisk walk.
- Explore your financial goals with us – grab your free ebook now!
- Join our cooking class for a delicious experience. Reserve your spot!
- Tech enthusiasts, unite! Don't miss our upcoming webinar on the latest trends.
- Love our planet? So do we! Discover our eco-friendly deals.
2. Unique Selling Proposition: Whether it's access to a newsletter, a free e-book, or exclusive offers, the value should be clear and compelling.
For example in Zendesk’s opt-in page, their UPS emphasizes exclusivity and actionable insights: "Gain exclusive insights from Zendesk's industry-leading CX Trends 2025 report, showing how human-centric AI is driving transformative ROI for 90% of CX leaders—empowering you to stay ahead as a CX trendsetter."
3. Visual Elements: High-quality images or videos can enhance user engagement. They should be relevant and support your message.
According to Hubspot, 38.6% of marketers say video is the #1 landing page element that impacts conversion.
4. Social Proof: Include testimonials, reviews, or statistics that build credibility.
For example, the opt-in page created by Nextiva for the 2024 State of CX Report includes people's opinions about this report.
5. Strong Call-to-Action (CTA): Your button shouldn’t just say ‘submit.’ Make it exciting, make it promising. Tell them exactly what they get by clicking.
- A button says “Get My Free Ebook” instead of “Submit”.
6. Concise Form: Keep your form to the bare essentials. The fewer fields you have, the more likely users will complete it.
7. Mobile Responsiveness: With mobile form popups converting at 11.07% compared to desktop's 9.69%, optimizing for mobile users is crucial, according to Optimonk.
For inspiration on how to do this effectively, check out our collection of "14 Mobile Landing Page Examples with Best UI Design".
13 Opt-In Page Examples for Effective Lead Generation
Opt-in pages are highly effective for lead generation in digital marketing, but only when done correctly!
So, here are 13 various opt-in pages that I found helpful for building an email list of potential customers.
1. Backlinko’s Newsletter Opt-In Page Example
Backlinko is a website that specializes in offering in-depth SEO training and resources.
Only two scrolls down are needed to view their complete opt-in page, making it a really effective example.
Why it’s standout:
- Social Proof: The impressive subscriber count gives me a "join the club" vibe that makes it hard to resist.
- Brand Logos: Seeing logos from well-known brands instantly adds credibility and authority, which I love.
2. Dorie Clark’s E-book Opt-In Page Example
Dorie Clark is an author, speaker, and business educator known for her work in marketing, personal branding, and professional development.
Her page specifically prompts visitors to enter their name and email to unlock a free self-assessment workbook.
Why it’s standout:
- Trustworthy Signs: The big-name mentions like "The New York Times" and award titles make her page instantly trustworthy to me.
- Big Wins:Knowing she’s a top business thinker and a communication expert assures me she’s worth listening to.
- Lots of Followers: The "Join 71,000+ Smart People" message makes me feel like I’m joining a community of like-minded individuals.
3. Make’s Webinar Opt-In Page Example
I really like this webinar opt-in page from Make for its simplicity.
They divided the page into two: one side presents the value clearly, and the other has a basic form.
Why it’s standout:
- Subtext: It provides extra context about what I’ll learn, which helps set clear expectations.
- Intentional Simplicity: While there’s no imagery, keeping my focus on the purpose feels intentional, though a few visuals wouldn’t hurt.
4. Wyser Download Report Opt-In Page Example
Wyser’s opt-in page is a great example of using multiple CTAs that all link to the same form.
Whether I’m at the top or bottom of the page, I can quickly access the form with one click.
Why it’s standout:
- Content Description: The brief explanation of the report’s value hooked me, especially since it discusses IT talent and HR trends.
- Form Fields: The detailed contact info request aligns with B2B lead generation strategies, even if it feels a bit lengthy.
5. Adjust’s E-Book Opt-In Page Example
Adjust’s e-book opt-in page stands out to me because it integrates a video, offering a dynamic way to engage without overwhelming me with text.
Why it’s standout:
- Video Element: I appreciate the video for its quick overview; it’s more engaging than plain text.
- Testimonial: A quote from a reputable source adds credibility and real-world context, enhancing trust.
- Opt-in Form and Trust Signals: The presence of well-known brand names alongside this simply designed form is not by chance. It builds trust and encourages sign-ups.
6. CoSchedule’s Marketing Plan Course Opt-In Page Example
CoSchedule caught my attention by including an upgraded paid option on their opt-in page, giving me choices based on my needs.
Why it’s standout:
- Text and Copywriting: The headline speaks directly to my desire to improve marketing results, which feels relatable.
- CTAs: I like having two clear CTAs—one for the free course and another for premium resources.
- Social Proof: The testimonial adds credibility and makes me trust the page more.
- Placing the Upper Deal: A free course with a higher deal on the page allows visitors to choose based on their needs and creates more sign-up opportunities for you.
7. Yoga Journal’s Subscription Opt-In Page Example
Yoga Journal’s Outside Plus subscription page appeals to me with its clear benefits and seamless subscription process.
Why it’s standout:
- Design & Layout:The natural landscape background sets the perfect tone for a wellness subscription.
- Benefits of Membership: The smooth fade effect as I scroll makes it easy to absorb the six key benefits.
- Membership List View:Brief, clear descriptions of benefits, paired with actual prices, make the offer tangible.
8. Blue Apron’s Subscription Opt-In Page
Blue Apron's opt-in page stands out because it has a clear headline offering a substantial discount to incentivize action.
Why it’s standout:
- Clarity of Offer: The discount is upfront and compelling, which immediately grabs my attention.
- Layout & User Flow: The clean layout presents information in an easy-to-follow order and directs users from the offer to benefits and sign-up options.
- Benefits: Features like "No Commitment" and "Personalized Menus" are clearly highlighted, which I find helpful.
9. Restream’s Product Promotion Opt-In Page
Restream's opt-in page has five sections. Considering that this is a product promotion page, 5 seemed reasonable to us :)
- Opt-in Form Section: The page starts with a bold, engaging headline and a straightforward opt-in form, encouraging immediate action.
- Benefits Section: Here, the page lists the key features of the service using concise, easy-to-understand language.
- How It Works Section: This part breaks down the service's process, providing clarity and reducing confusion.
- Analytics Section: Focused on measurable outcomes, it shows potential users the tangible benefits of the service, like tracking viewer engagement.
10. Quip’s Free Routine Opt-In Page
I love Quip’s opt-in page because it engages me with an interactive quiz.
Why it’s standout:
- Value Proposition: It promises a personalized routine, suggesting a customized solution for the user.
- Engagement through Quizzes: The personalized quiz makes the process feel tailored to my needs.
- Incentive: Provides an example of personalized product recommendations that add value to the engagement process.
- Subtext: "We're sending emails less frequently." It addresses the biggest obstacle to sharing visitors' information.
11. Customer.io’s E-Book Opt-In Page
Customer.io’s opt-in page stands out to me with its vibrant, story-telling illustration.
Why it’s standout:
- Value Proposition: It clearly outlines the benefits of downloading their report, which helps me see the value right away.
- Social Proof: The lower section mentions over 7,000 companies that trust the service, adding credibility.
- Dual CTA: Offering a demo or starting a trial caters to different stages in the customer journey.
Opt-in pages aren't limited to standalone formats; they can be integrated as popups on your website.
You can include just the form and text, add a countdown, or gamify your popup.
Now let's take a closer look at opt-in popup examples:
12. AppSumo Popup Opt-In Page
AppSumo's popup opt-in is an effective example due to its direct offer of a 10% discount, an immediate incentive to subscribe.
13. Maguire Popup Opt-In Page
The Maguire pop-up is a strong example because it offers a clear benefit: 10% off the first purchase in exchange for email.
Popups are one of the simplest ways e-commerce sites collect visitors' contact information.
How to Create an Opt-In Form Popup in 5 Minutes
As a marketing specialist at Popupsmart, I can confidently say that creating an opt-in form popup is quick and straightforward.
Using Popupsmart’s user-friendly interface, you can design and launch an engaging opt-in form in just a few minutes. Let me walk you through the process step by step based on our dashboard visuals. 🙂
Step 1: Start a New Campaign
Once you sign up to Popupsmart, head to the Popup Campaigns section. You’ll see the “+ New Campaign” button. Click it to start your first popup.
Step 2: Select Your Domain
After naming your campaign, you’ll need to assign it to a domain. Choose the domain you’ve already linked or click “Add a Website” to link a new one.
Give your campaign a name that reflects its purpose (e.g., "Opt-in Form Popup"). This helps you stay organized when managing multiple campaigns.
Step 3: Choose a Goal
In the Playbook section, select the business goal for your campaign. For an opt-in form, I recommend choosing either “Collect Form Submission” or “Grow Email List.”
These goals guide you to the most suitable templates for gathering user information.
Step 4: Pick a Template
Once you’ve set your goal, you’ll see a selection of beautifully designed templates tailored for your needs. Scroll through and select a template that resonates with your campaign’s style and message.
- For example, the "Beauty Hacks" fullscreen popup template is ideal for visually engaging audiences.
Step 5: Customize Your Popup
Now, it’s time to make your popup yours! Use the Customize tab to edit the text, fields, buttons, and images. Here’s what I focus on:
- Headline: Write something catchy and relevant to grab attention (e.g., “Unlock Exclusive Beauty Tips”).
- Form Fields: Keep it simple by asking only for essential information, like an email address. Add extra fields only if necessary.
- Call-to-Action (CTA): Use action-oriented text like “Unlock Beauty Hacks” instead of generic “Submit.”
- Design: Change colors, fonts, or images to match your brand.
Step 6: Configure Targeting and Triggers
In the Segment tab, set who sees your popup and when.
- Targeting: Define your audience based on device type, location, or behavior.
- Triggering: Choose when your popup appears (e.g., exit intent, after a few seconds, or on scroll).
These settings ensure your popup reaches the right people at the right time.
Step 7: Preview and Publish
Once everything is customized, click “Preview” to see how your popup will look on desktop and mobile devices. Make adjustments if needed.
When you’re satisfied, click Save and Publish. Your opt-in form is now live and ready to collect leads!
How Can People Access the Opt-In Page?
Considering that opt-in pages are often standalone web pages that are not immediately visible, it is important to use a variety of tactics to attract potential subscribers to these pages.
Here's how people can access your opt-in page:
- SEO: Your optimized page may appear in search results when people search for relevant keywords.
- Paid Ads: You can run ads linking to your opt-in page on platforms like Google, Instagram, and Facebook.
- Email Marketing: You can email your existing subscribers with a link to your opt-in page.
- Backlinking: You can provide links to your opt-in page from external sites.
- Influencer Partnerships: Influencers can promote your opt-in page to their followers.
- Internal Site Links: Links can be strategically placed on your website to direct people to your opt-in page, which is a popular strategy in e-commerce websites.
Conclusion
Wrapping up, we've walked through some top-notch examples of opt-in pages that can seriously boost your sign-up conversions.
It's clear that a mix of great incentives, a personal touch, and a smooth user experience can make all the difference in turning visitors into a loyal subscriber base.
Keep these examples in mind as you craft or revamp your opt-in page, and remember, the simpler and more genuine your offer, the better the connection with your audience.
Now, go ahead, apply these insights, and watch your sign-op conversion grow!
Frequently Asked Questions
1. What Tools Can I Use to Create an Opt-In Page?
There are various tools available to create opt-in pages efficiently.
Some popular options include landing page builders like Unbounce, Leadpages, and Instapage.
These tools provide user-friendly interfaces, templates, and customization options for designing and optimizing opt-in pages.
Additionally, email automation tools such as Mailchimp, ConvertKit, or Constant Contact often offer built-in features for creating and managing opt-in forms.
2. How to Create an Opt-In Page Right Now?
When setting up an opt-in page, think about what you want it to do first. Is it for gathering emails or sharing e-books?
Use tools like Unbounce or Mailchimp to make things easy. Keep your page simple with a killer headline, and just ask for the basics in your form.
Your call to action should be bold and tempting, making visitors want to click.
And hey, don't forget to spread the word on social media or through ads.
Keep an eye on how well it's working and tweak it as needed.
3. Are Popup Opt-In Pages Effective?
Definitely, popup opt-ins are solid for grabbing attention and getting sign-ups.
And with no-code popup builder like Popupsmart, making them without needing tech skills is a breeze.
You can customize them just like any opt-in page with loads of options to make them fit your style and speak to your visitors.
