Anatomy Of An Opt-In: 8 Parts Of A Successful Website Opt-In Box

Let’s talk about your website opt-in box visitors will see when they come to your website, and the eight key parts of an opt-in box that ensure maximum success (and conversions).

In the example to the right, all eight components of a successful opt-in are used to create an irresistible offer for a free video series.

If you already have a website opt-in box, use this checklist to confirm that you have implemented each item listed and aren’t missing one key component that could increase your conversion rate.

If you’re in the process of planning or creating a new website, use this checklist to ensure your designer includes all eight elements in your website opt-in box so you can build your list effectively.

Here are the 8 components of of a successful website opt-in box:

1. Attention-Getting, Compelling Headline

The headline must instantly catch your visitors’ attention and peak their interest. Make sure the opt-in headline stands out visually by making it bigger, bolder, a different color, or a different typeface. The headline also must be relevant to what your visitors are searching for by addressing or solving a key problem, challenge, or need your visitor is struggling with.

When writing your opt-in headline, use “exact match” keywords and/or key phrases wherever possible. When a new visitor lands on your site, the first thing they ask is, “Am I in the right place?” and you want their answer to be YES! Visitors will connect with your site more quickly, recognize they are in the right place, and stay longer on your website if they immediately see they keywords and phrases they were searching for in your headline.

2. Eye-Catching Photo Or Graphic Image

People do judge a book by its cover and a product by its packaging. Also true, is the saying: A picture is worth a thousand words. Just as a physical product’s packaging or book design needs to make you want to pick it up and buy it, your ebook, special report, digital product, or information product needs to have a compelling and appealing cover design or packaging design – even when you’re selling it or offering it online.

In a store you can pick up a product and check it out in detail. When it comes to selling a book or a product online,
you want them to have as close to the same experience as possible. By offering a 3D book cover or report cover, 3D audio CD or video DVD, or other 3D product design, you are not only adding interest, you are simulating a tangible feel for your information product.

The key to information marketing success and information product sales is solving a problem, building trust, and delivering a valuable solution. To accelerate the sales and marketing process, and translate the value associated with a tangible product to a digital product or information product, you need to make a great first impression with a custom 3D graphic.

3. Brief Copy (Text) About Offer Benefits

There isn’t a lot of space in your opt-in box for long sentences and drawn our descriptions — but there is room for a short, brief, right to the point benefits statement. Don’t list boring features like the number of pages in your ebook, or the length of your audio recording. Instead tell your visitor how your gift will change their business, their life, or both for the better. They want to know in as few words as possible, What’s in it for me? Why should I care? and How will this help me?

4. Use The Word “Free”

Don’t forget to use the word FREE in your opt-in box. You’ve hopefully got an incredible gift to give your website visitor and you need to know that you’re giving it to them for free! Don’t use words like no-cost, zero-investment, complimentary — just cut to the chase and say free. The words is understood by everyone, it is easy recognizable, and people just can’t resist free!

5. Tell Audience What To Do Next

If your visitors have to guess what to do next, or even think about it, you may have already lost their opt-in. It may sound silly because you assume by now everyone would know what to do when they see two boxes labeled Name and Email, but they don’t. Tell your visitors exactly what you want them to do next. Tell them to put their name and email in the boxes below to get instant access to your gift.

6. Opt-In With Name And Email Fields

The actual opt-in to capture your new leads is the cornerstone of the entire opt-in box. These fields are the key to building your marketing list with new names and email addresses. Keep in mind that the more information you ask for, the fewer sign ups you will receive. Don’t scare people off by asking for every bit of contact information they have!

Ask for the absolute minimum amount of information to get new visitors onto your list, then focus on keeping them on your list with great content and value. Then when you have established trust, you can always offer more awesome free gifts and ask for additional information in that opt-in.

7. A Clear Call To Action Button

When you create your opt-in code with your email marketing provider, it will include the lead capture fields (Name, Email, etc.), and the “Submit” button. You can copy and paste this code right into your website and use it as is, but unfortunately most of those Submit buttons are boring, dull, and ugly.

A small, grey, lackluster Submit button doesn’t compel your visitor to take action in any way! Instead customize your Submit button. Make it a bold color, and give it some added visual interest with some bling, a gradient, or a shadow, and replace the blah “Submit” text with a compelling call to action like Sign Me Up, Send My Free Gift, or Get Instant Access.

8. Add a Short Privacy Policy

Including a short privacy statement at the bottom of your opt-in shows your visitors that you respect them, their inbox, and their privacy. Promise them that you hate spam just as much as they do and that you won’t share their information with anyone else. Make them feel safe and secure with you.

Often people know all the best practices and all of the components that make up a successful website opt-in box, but they don’t follow them or use them because it takes more work.

If you take the time to use each of these eight items in your website opt-in, you’ll already be heads and tails ahead of the competition in converting visitors into subscribers and leads and all you’ll have to worry about is delivering an incredible free gift.