Increase your opt-in conversion rate
So you need people to signup to your email list?
When you've done the hard work of creating a great freebie, the last thing you want is a clunky form standing in the way of a new subscriber.
The next step is choosing either basic signup form or a landing page to get more subscribers to join your email list. Because if no one has seen your welcome sequence then how can it work for you?
It’s easy to overlook the form itself, but a few small tweaks can be the difference between someone hitting 'subscribe' or hitting the 'x' in the corner.
If you want a form that actually converts, keep these three ingredients in mind.
1. A headline that sells the "after"
Most people label their forms with things like 'Join my newsletter' or 'Sign up for updates.' Or my least favourite 'Join my mailing list'. The problem? They don't want to join a mailing list or database. Nobody actually wants a fuller inbox. What they want is the result your email provides.
Your headline should focus on the transformation or the specific value they get the second they join. Instead of "Download my guide," try something like "Start waking up feeling amazing' or 'Write your next email in 30 minutes.' Use sentence case to keep it feeling friendly and approachable rather than like a stiff corporate textbook or AI. That's a big tell by they way. ChatGPT loves writing in Title case (every word starts with a capital letter).
2. Simplicity sells (less is more)
Most people label their forms with things like 'Join my newsletter' or 'Sign up for updates.' The problem? Nobody actually wants more emails. What they want is the result your email provides.
Your headline should focus on the transformation or the specific value they get the second they join. Instead of "Download my guide," try something like 'Start waking up feeling amazing' or 'Write your next email in 30 minutes.' Use sentence case to keep it feeling friendly and approachable rather than like a stiff corporate textbook or AI. That's a big tell, ChatGPT loves writing in Title case (every word starts with a capital letter).
3. A button that actually says something
The Submit button is a simple cause of low opt-in conversions. It’s a cold, functional word that doesn't inspire much action. Your call-to-action (CTA) button is your final chance to nudge them over the line. Don't tell them to 'submit'. Many modern women really don't like that. Especially the ones that didn't want 'obey' in their wedding vows.
Make the button text specific to the offer. If you’re giving away a checklist, try 'Send me the checklist.' If it’s a masterclass, try 'Save my seat.'
Also, make sure they see it. The button colour must stand out from the rest of your page so it’s impossible to miss. Try this WCAG tool to make sure the contrast is big enough to keep your call to action and webfonts visible on your background. It's something I've struggled with as well with my brand palette.
If you'd like to talk about your opt-in page or you don't have one yet (I create one for all new email marketing platforms setups I do) then let's talk. The more people that come through your welcome sequence and get to know, like and trust you the better your emails will perform.
