An opt-in page is simply a landing page you send visitors to and then offer them something valuable for free, in exchange for their names and email addresses. Landing pages for list building are also known as squeeze pages.
For the highest conversion of visitors to subscribers, you need to make sure there are very few distractions for your subscription form. This is why a squeeze page is so much more effective than a subscription form on your blog or website. You will need to focus on the benefits subscribers will receive by opting in to your list. Offering an ethical bribe, also known as a lead magnet, which is perceived as desirable, valuable and much sought after will help to increase your conversion rate.
Here is what you should include on your opt-in page:
Headline: Your headline should clearly state what your potential subscriber will receive in the ethical bribe: For example, ‘Your FREE Report teaches how to build a list of 1000 subscribers within 30 days’.
Benefits: You should state the benefits using bullet points. For example, you can say that your report teaches:
1. 10 little know list building techniques;
2. The list building tools you personally use;
3. A checklist to drive 1,000 + visitors to your opt-in page
PLEASE NOTE: You will want to focus on the benefits your potential subscriber receives and not the features if they join your list. If you are not sure of the difference, benefits are what something does while features are what something is. For an example, one of the benefits of purchasing this e-book is that you will learn how to build a profitable list. A feature is that this e-book comes in PDF format which means both Windows and MAC users can read it. Remember, features tell, benefits sell.
Call-to-Action: You need to tell your potential subscribers exactly what they need to do. Above your subscription box you should say something like:
To get your FREE 10 page report,
enter your name and best email below,
then click on the ‘Send My Report’ button.
PLEASE NOTE: Studies have shown that the wording on your button should NOT say ‘Submit’, ‘Join Now’, or anything similar as people tend to be hesitant of joining yet another list.
Also, you will want to use second person in your wording (you, yours, etc.) not first person (I, me, my, etc.). You want your prospective subscriber to think of anything you send them as being theirs, not yours. Psychologically, this will further their desire to acquire what you are offering them.