You don’t want to put any other information and advertisements on this page because it could divert your visitors attention from what you want them to do. They should be presented with only one thing, one task, and that is to sign up for your list. This will undoubtedly increase your sign up rate, so try not to crowd your page with information not relevant to your goal of getting sign-ups.
Compare the function of an opt-in page, where everything is focused on convincing your visitor to sign up for your email list, with the opt-in form, which constitutes only a subsection of a website with lots of other information your visitors have to deal with.
While you don’t want your opt-in page to be over-crowded, you do want to write some compelling web copy that convinces people to opt in. This does not need to be long at all and should focus on how they would benefit by signing up. List the benefits clearly and strikingly in bullet points.
Oh, and the headline! Be certain your headline grabs their attention. It is the most important part of your opt-in page. According to David Ogilvy, founder of the Ogilvy & Mather advertising agency, “On the email address founder average five times as many people read the headlines as read the body copy. It follows that, unless your headline sells…, you have wasted 90% of your money.”
Video squeeze pages are becoming increasingly popular and possibly have a higher conversion rate especially if a short video on you opt-in page is used to provide more content about your offer and a preview of what people will get when they sign up for your email list.
You will also want to give something valuable away for free in exchange for their e-mail address. This is strongly recommended, because it will certainly increase the sign-up rate. More often than not the free gift is an information product closely related to the subject at hand. Just make sure it is a quality product, perhaps even something you paid for!
Very important also is the issue of your credibility. Can your prospective subscribers trust you with their email address? You would need to convince them on your opt-in page that you will use their email address for the sole purpose of sending them information that they will benefit from and that you will treat their email addresses in the strictest confidentiality.
Check out examples of opt-in pages in your market. It will give you a good indication of the design and composition of an effective opt-in page. You’ll probably find that these are quite simple and often the most compelling opt-in pages don’t even contain a header graphic. Your riveting headline will do the trick!
In view of the above, I think you would agree that as much as you need an opt-in form on your website, chances are much greater that people will sign up for your email list from a single landing page as an opt-in page totally dedicated to motivating them to give you their email address. This of course in exchange for something really special, something simply irresistible.
Your opt-in page is one of the cornerstones of the email list building process and therefore integral to internet marketing. It is not an optional extra.