As a tech CEO engaged in all aspects of digital marketing, my experience has shown me the significance of trustworthiness in creating a high-converting email opt-in form. Today, people are wary of sharing their personal information online due to escalating cyber threats. Therefore, your opt-in form should communicate assurance and respect for user privacy. A simple statement that assures them of their privacy and how you intend to use their data can significantly increase the number of people who opt to share their information. Trust has a remarkable influence on conversion rates.
Abid Salahi, Co-founder & CEO, FinlyWealth
One element I think is critical to creating a high-converting email opt-in form is a behavior-based, dynamic lead magnet, in contrast to a static opt-in offer (such as a free ebook or discount) that's offered across an entire site. This could be a piece of content, a product, or a service that a given visitor has actually viewed or taken an action upon while on the site.
For example, if a user spends time on articles about advanced SEO techniques, the form can offer them a free piece of content, such as a downloadable guide or webinar on SEO tactics directly related to content that they are just coming from. This way, the opted-in form passes the visitor a highly relevant and valuable incentive based on something that they just spent time on. Getting the incentive correct can increase opt-ins significantly.
First and foremost, it is relevant to what the visitor just looked at. In addition, it is useful, and valuable, to them in that moment, and the likelihood of them submitting is greatly increased because of this. It is personalizing, too. It says we understand what you just did and we are responding with something that will help you even further.
Patrick Beltran, Marketing Director, Ardoz Digital
It's tempting to request loads of information at this stage in the lead journey, but the fewer steps there are, the higher the conversion rate. Therefore, reducing the amount of required information will go a long way in improving conversions. Ask yourself: What information is absolutely necessary for delivering a seamless and personalized experience? If it's a nice-to-have, then remove it. That information can always be gathered at a later date or from other sources.
Natasha Vickery-Orme, Creative Content Director, Mixology Digital
Offering scarcity and exclusivity in the call to action (CTA) is one of the most effective tactics for creating a high-converting email opt-in form because it's not just about telling your visitor to opt in; it's about convincing your visitor that they would lose out on something big if they didn't. Instead of using something simple such as “Sign up now!” you might use a CTA like: “Join now to get exclusive access to our flash sales before anyone else!” Not surprisingly, this works. The principle of scarcity is a fundamental psychological principle: we value what is scarce, and we don't like to think we will miss out on it.
For the extra special finishing touch, pair this technique with a live, in-page countdown timer in the opt-in form itself—counting down to the end of some special introductory offer or the launch of a new product line. The psychological urgency of a ticking clock appeals to our natural instinct for avoiding missing out, priming the user to take action immediately. Implementing something like this isn't just giving the user a good reason to sign up; it's also improving the dynamic pace of the website by turning a simple sign-up form into a live, urgent call to action and instantly improving engagement.
Lydia Valentine, Co-Founder and Chief Marketing Officer, Cohort XIII LLC
One critical aspect of creating a high-converting email opt-in form is a compelling lead magnet that focuses on a particular problem that needs to be solved or a need that has to be satisfied. Humans are secretive about their personal information and will not willingly give up their email addresses; they have to be convinced that it is going to benefit them.
For instance, Neil Patel provides SEO courses and guides in return for email addresses. He knows that his audience has a problem—wanting to rank higher on Google—and he gives them something in exchange. In the same way, Shopify has been able to grow its email list by providing free business plan templates since most of them are new entrepreneurs with little knowledge of business.
The lead magnet needs to be tempting and useful immediately. I have realized that the more detailed and practical it is, the more effective it is likely to be. It could be a checklist, e-book, mini-course, or even a discount code, but it has to serve a purpose that your audience is actively looking for right now.
Also, do not make the opt-in form complicated and long; an email address field is enough most of the time. This eliminates any barriers to signing up and enhances the possibility of converting visitors into subscribers.
Finally, the opt-in form should look good and have nice big, clear CTAs for the buttons; it should be placed in a good location on your website (like in a pop-up or in the sidebar).
Guy Sheetrit, CEO, OTT Inc
High-converting email opt-in forms have trust signals that make people feel comfortable subscribing to an email list. As a digital marketer or email marketer looking to create a high-converting email opt-in form, one of the first questions to ask yourself is,
"What will prove to my target subscribers that this email list is worth subscribing to?"
Including information that adds social proof to the email opt-in form fulfills this role perfectly. Some information you can add to boost credibility and encourage sign-ups includes testimonials or reviews by existing subscribers. Such success stories help to make the opt-in form more effective.
Logos of well-known brands, clients, and partners also help to boost conversions through your email opt-in form. Additionally, you should consider mentioning the number of active subscribers with a call to action, e.g., "Join 10,000 subscribers who receive shipment tracking insights weekly."
Steve Yang, CRO, TrackingMore
We make sure that our email opt-in form feels personal and unobtrusive. Email opt-in forms have become so commonplace on websites that people have developed reflexes to dismiss the pop-ups when they appear, so it's important that we grab people's attention. We use personalized copy that is short and immediately conveys the benefits of signing up for our newsletter to grab people's attention.
We also make sure that our email opt-in form is not too dominant on the page. People have become annoyed by constant pop-ups, so we try to keep it discreet.
David Holman, CMO, Textun
The key is objection handling, and for email opt-in forms, that starts with setting expectations. We've all filled out a form for a simple top-of-funnel download or signed up for a newsletter, then almost immediately received a call or been subscribed to more lists than the signup form indicated. It's led to mistrust and hesitation before hitting submit. A simple sentence that's in line with your business' tone and voice can allay these fears, e.g., "You're signing up for our Newsletter; we won't share your information with any other companies without your consent."
If you have a longer form, including a checklist where they can select the communications they actually want to receive or a link to modify their email preferences right after signing up will go a long way to building trust.
Amanda Sternklar, Owner, Amanda Sternklar Consulting LLC
One of the most important things to help increase conversion rates is requiring only the necessary form fields based on the email form's call to action and where it most likely falls in the buyer's decision cycle. If the CTA is subscribing to an email newsletter, only require the email field, as this is a top-of-the-funnel type of ask. If the CTA is signing up for a demo, require more form fields like first name, last name, phone, company, and job title to better qualify the lead, as this is a middle-of-the-funnel type of ask.
Alex Quinn, Digital Marketing Consultant, Quinning Digital
In my experience, the most important factor in creating a high-converting email form is the ability to measure where opt-ins come from. Without knowing where your converting traffic originates, you will allocate the budget to activities that are mis-targeted or simply the wrong channel. By tracking the source of your opt-ins, you are more likely to be able to repeat and scale up.
Sean Manion, Agency Owner, MediumInteractive.com
A key element I've found essential for high-converting email opt-in forms is personalization. In my experience, using behavior-driven opt-ins tailored to the user's browsing habits or purchase history has significantly increased conversions. For example, using Klaviyo's segmentation, I implemented forms that adapted based on the visitor's interactions with the site—offering personalized discounts or product recommendations. This resulted in a 30% increase in sign-ups for one of the e-commerce clients.
Another critical factor that I've seen very few marketers leverage is the use of multi-step forms. Breaking the form into smaller steps, starting with the easiest question, can significantly reduce friction. For example, asking for an email address first, then moving to other details in subsequent steps, can increase completion rates by up to 86%. The psychological commitment to continue once the first step is done is a powerful driver.
Additionally, pre-filling forms with existing data (using tools like Clearbit or HubSpot) creates a frictionless experience and makes it more likely that visitors will complete the form. This tactic saves users time and removes the need to manually fill in details they've already provided, improving overall conversion rates.
Finally, something that's often overlooked is the power of microcopy. Adding small, reassuring text next to form fields (e.g., "We never spam" by the email input) can build trust and encourage users to complete the form. It's a subtle touch, but it makes a big difference in reducing form abandonment.
To get the most out of your forms, combining personalization, multi-step forms, pre-filled fields, and microcopy can create a seamless and engaging experience for users, ultimately driving higher conversions.
Basia Nadolna, Sr. Digital Manager, Obviouslee
I've found that what you don't include in your email opt-in form is as crucial as any single element in your design. Think about the negative space—areas where there's no text or image. Keeping your form uncluttered and your purpose clear can be powerful. Don't over-explain; give just enough information to entice your ideal client to opt in.
It used to be a best practice to present a persuasive case up front using content—descriptive paragraphs, multiple images, and copious reasons to subscribe. Basically, we treated every form like a mini-landing page. Thankfully, those days are gone! People are making decisions in a matter of seconds, and most of them are only skimming to see if they are interested—or not. I have increased opt-ins by more than double by removing excess text from email opt-in forms.
To apply this advice, strip your form down to essentials. Focus on a strong headline, a brief description, and a single, compelling call to action. Let the negative space highlight these key elements, making your opt-in process visually appealing and easy.
This approach might seem counterintuitive compared to the usual tips about creating urgency or using flashy designs, but there's real strength in minimalism. It shows you respect your audience's time and attention, providing what they need—no more, no less.
Laura Pence Atencio, AI & Content Marketing Expert, Social Savvy Geek
As a digital marketing expert, the most crucial element of a high-converting email opt-in form is solving a problem for your audience. The form should communicate how signing up will address a specific issue or challenge they face. Whether it's offering exclusive tips, providing solutions, or giving access to valuable resources, the viewer should feel that by opting in, they are one step closer to resolving their problem. When your audience sees the value of your email and how it can alleviate their pain points, they're much more likely to subscribe.
Jacob Manley, Director, Merlin Studios
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