Hey guys! I’ve got a question from Luke today and it goes like this;
“This might be a no brainer but what is the best layout for a page to get people to hit the button to give their name and email?”
This is in fact, a very good question. Now I personally believe that there is an art to this and so often, I see people getting this art form wrong. So many people are mislead by a common direct marketing principle which leads them to create very cluttered opt-in pages. “The more you tell, the more you sell” is the marketing principle that I’m talking about.
The number one mistake
Too many businessmen and women these days take this piece of advice too seriously and they create ginormous sales letters and 40 minute long videos. What’s worse, is that these people actually incorporate these mammoth sales letters and videos on the opt-in page itself. This of course, makes these opt-in pages extremely cluttered.
Now before I go on any further, I will have to admit that I do realize exactly why they do this. The thing is, in sales, the longer your copy, the more conversions you get. Therefore, these long letters and videos actually do work. They are also very counterintuitive.
Having said that, I’d also need to inform you guys, that opt-in pages themselves however, are an entirely different scenario and hence, they work very differently. Opt-in pages are different simply because they follow the exact opposite of this marketing principle.
Remember, they are not the same as your sales page.
How are opt-in page templates different from sales pages?
If you’re wondering why that is the case, think about it for a second. Are your visitors actually purchasing your product at this point? The answer is no, they’re not.
They are simply wondering whether to give you their names and email addresses and that is what turns the situation around!
You see, they don’t have to make a big decision or anything. They don’t have to dwell on it too much. They don’t have to weigh up the pros and cons, which is what they usually do before buying a product. Had you been convincing them to buy something straightaway, they would have had to think of various objections and arguments in their head before finally coming to a decision.
At the opt-in page however, all they have to decide is whether they should leave their email addresses for you or not. They can come to that decision in a matter of seconds. This is why, opt-in pages have an entirely different principle. They have a bare minimum amount of copy and a very simple layout and work much better than cluttered ones.
I can tell you this with a lot of conviction because I just tested it out recently. I just launched my daily business newsletter and it had an incredibly long opt-in page. It was basically a sales letter selling my newsletter and I had included almost ten pages of text just to get people to opt in to my newsletter.
It ended up converting at about 25 to 30 percent, which isn’t too bad but not too great either. I then created a variation which was much simpler than the first version. All it had was a headline, a call to action and a little button which would open up the name and email fields. As expected, I got a 63% percent opt-in rate from that.
Usually, I have a tendency to overdo my opt-in pages a little bit. I include too many things trying to convince people to give their email addresses; I use arguments, bullet points and a whole lot of clutter. You hardly need all that just to convince someone to give their email address! In fact, it does the opposite and scares them off. They want to make a quick decision, not read all that copy.
Opt-in pages: Less is more
Here’s what you need to do to get an opt-in page to produce maximum conversion. You need to strip it down to the bare minimum. Remove all those bullets and additional copy; they are doing more harm than good anyway.
Take a look at some of the best converting squeeze pages to believe it.
Here’s an example of an opt-in page that converts at 51%:
The key is to explain to the visitor what exactly you are offering them in return for their names and email address and you have to do this in as few words as possible. After all, this is just a gateway to your sales page and you are only receiving a person’s contact, not their money. So, keep the talking to a minimum.
That’s all that’s there to it! You don’t have to write an essay, you just have to write a one-liner! You can save all your promises and arguments for later when you actually sell your product. If you are new to making an opt-in page, you can use this a rule of thumb before you start experimenting with it.
What layout works best?
Now, I’m going to explain a very basic layout on which you can base your opt-in page. The first thing you’ve got to do is make sure that everything is centered. The visitor is not going to take too long to read the text and there are no paragraphs or anything. Everything should be in the middle so that the visitor can scan it quickly and understand what exactly you’re trying to say. Thus, it’s better to align it all centrally.
The first thing your visitor will see is a headline– a bold, benefit driven headline that tells people what they are going to get if they decide to leave their name and email address there. You have to condense all your bullet points and arguments into one simple headline which will be the most prominent element of your opt-in page.
Underneath the headline, you have a little call to action which will tell people to leave the information required to access this free giveaway. This will basically just instruct them to leave their name and email address below. You can think of a short and quirky way to say that.
Here’s an opt-in page template that converted at 78%:
Another way to go about this is having a little button that says something like ‘download this free report!’ or ‘get instant access!’ instead of the name and email fields. This button will then open a little pop-up where the fields actually show up. This way, you can turn it into a two-step opt-in process.
An important point to remember is you must keep all the elements above the fold. Remember, this entire process is supposed to happen in a couple of seconds. People won’t have the time to scroll down and read all the information or enter their names and emails. Thus, everything important should be visible to your visitor at first sight.
In short, all you need is a bold and promising headline, a call to action, name and email fields or a button and central alignment. You don’t need to come up with elaborate explanations just to grab you customer’s attention. This is all you need to make a great opt-in page that produces maximum conversion. I hope this information helped you guys. Good luck with your opt-in pages!
The best marketing tool and best asset is your brain
As a way of saying "thank you" for reading this article, I'd like to invite you to my free marketing masterclass that will teach you all the most important foundations of marketing and business: Enroll in my FREE marketing masterclass for bootstrapping entrepreneurs.