How to increase conversion on Opt-in forms - The 12 ultimate points

Mar 24, 2021   |   4 minutes  

You've set up an opt-in form, added it to multiple places on your blog, but now you are looking at your analytics, and it is not performing well.
Here is a checklist of all the elements you need for your form to convert better!


  • A catchy headline

It is the essential item of your form. It needs to stand out and address the benefit of your opt-in.
The font size should be big enough: in the 20's pixel range
State the benefit of your opt-in
Use words that your audience would use

  • Description

Tell your subscriber what they are getting by opting in. Bullet points work best because they are straightforward and easy to read.
Make sure you are using three bullet points.
Once again, make it specific, use lesser-used words and adjectives that resonate with your audience and address their biggest struggles or desires.

  • Pictures or Graphics

They are eye-grabbing and can add clues to what your subscribers are getting while reflecting your brand's style.
For instance, if your form is for an ebook download, add a picture of a book cover with your ebook title. Are you offering a spreadsheet download? Add the image of a spreadsheet. It helps to visualize the download as a physical item and gives it more weight.

  • The Form and inputs

Keep the number of fields to a minimum. Having optional or not-so-essential fields can affect your conversion. People are busy and don't want to fill out non-relevant questions.
Also, the form needs to stand out. Make sure you work on the colors, background and text, and fonts.

  • Call to action

Use a verb sentence that echo's the benefit of your headline
What color background are you using? Does it stand out? I have heard that orange is the most converting button color your can use. But don't take anybody's word for it and test it!
One thing is sure; it needs to stand out and draw the eye.

  • Location on the page

The most valuable place on the page is the F above the fold. Whichever type it is, your form needs to be either on the left side of the screen, somewhere at the beginning of your blog post, or the first item in your right sidebar. Readers might not get to scroll down very far, so keep your form where they can't miss it.

  • Animation

You've seen these forms sliding in from a side or popping in. It is hard to miss them, so if you can add something dynamic to your opt-in.

  • The right time

Timing is everything. If you give an offer too soon or too late, you might miss on subscribers. For instance, the exit-intent trigger has been shown to convert very well and is excellent to capture readers who might otherwise never return to your site.

  • Reassure with a privacy policy

Nobody likes spam. Make sure you let your future subscribers know you won't spam them or sell their email addresses.

  • Increase trust - Display some social proof if you have any

Social proof can be very effective - What your previous readers got away from your program? If you don't know, automize an email and ask them at the end of your program. If you have feedback from your readers, it is invaluable. Make sure you share the results on your form.
Proof could also come from accomplishments. Have you been published on sites? Are they businesses that trust you? Add their logo on your form.

  • Better utilize the thank-you page

The key to minimizing inputs and questions on your form is to use progressive profiling. What's that? It's asking a small number of questions in bits instead of one long-form. Leadjetty helps you do this by using the steps after sign up, asking one question per step. It seems less daunting, and subscribers are more likely to share the information. And if they don't want to, you are not losing because they are already in!


  • A/B Testing

Test all the advice above! Sometimes things don't work for everybody, so you need to try changing things like the colors, headlines, bullet points, call-to-action, and see what works for you!