How to Create Opt-In Forms that Increase Your Conversions

A time-tested method for online lead collection is opt-in forms. They are easily deployable widgets you place on various locations on your website to entice visitors to sign-up with you.

Saturday, June 6th 2020 in Marketing by Rukham Khan
How to Create Opt-In Forms that Increase Your Conversions

If you own or manage a website, you’re probably already familiar with the importance of collecting leads. They help grow your audience, they increase traffic and help you close more sales.

A time-tested method for online lead collection is opt-in forms. They are easily deployable widgets you place on various locations on your website to entice visitors to sign-up with you.

In this article, we’re going to focus on how you can maximize opt-in form conversion rates by focusing on:

  • The types of forms available at your disposal
  • When you should use which form

This way, you’ll have a better idea of how to use these great tools and maximize your conversion rates.

What type of opt-in forms exist?

Landing Pages


Credits lyfemarketing

Technically landing pages aren’t a form but a stand-alone page, but they’re one of the best tools available for collecting leads for your business.

You can think of landing pages as the billboards of the online world. They usually support a business’s campaign. Visitors come across an offer or deal through social media or online ads, and by clicking they ‘land’ on a page built specifically for that campaign.

Landing pages are designed with a singular function in mind. When you offer something through an ad, email or social media post, the landing page delivers on that offer.

This page usually summarizes the benefits of accepting your offer and displays a prominent call-to-action (CTA) button. If the visitor clicks on the CTA, you get a sale or a sign-up and your landing page has served its purpose.

Pop-up forms

Pop-up forms serve a very basic function on your website. They are built to grab the immediate attention of a viewer to entice them to click on a link or to collect their email address.

A pop-up usually includes a big benefit-laden heading, a subheading with a clear and concise copy to explain the offer and a sign-up field with a CTA. You can program most pop-up forms to load only after a visitor has browsed your website for a certain amount of time or has visited certain pages to ensure your pop-ups have a high conversion rate.

People use pop-up forms because they have a higher conversion rate compared to other lead collection methods, with an average conversion rate of 3.1%.

Slide Boxes

Slide box is a form that slides up from either corner of a webpage.

They usually appear on the bottom corners of a webpage and are considered non-intrusive and user-friendly. Slide boxes let you attract a visitor’s attention without interrupting their flow. They are best used to display offers that are relevant to the page a visitor is scrolling.

Top Bars and Embedded forms

Top bar, as the name suggests, is a form that appears at the top of a webpage. It usually has a one-line, short and crisp copy along with a single CTA.

Credits: Leadsquared

Top bars are a great tool to display site-wide promotions, new feature releases, and product updates.

Embedded forms are your most basic type of lead collection form. You embed them at a certain part of your webpage where they remain static. You can use them to display offers that are relevant to the copy of the webpage.

When should you use each type of form

Landing Page

A landing page is best utilized later in a sales funnel when a customer is exploring options or is moving towards a buying decision. Landing pages by nature are designed to get a commitment out of a visitor. In exchange for your offering, the viewer either gives his email or his money to you.

Landing pages can also be used as an extension of your social media promotion strategy. Oftentimes, social media platforms limit the amount of media you can share on them. You can use landing pages as an extension. You can tease on social media and then direct followers to your landing page where they can enjoy the whole experience of what you have to offer.

In general, landing pages can be used for a lot of marketing functions, here are some examples.

Use landing pages to:

  • Drive people to your events
  • Get people to enroll for your newsletter
  • Promote your ebook
  • Offer social media users coupons
  • Personalize your social media links (popular with artists)

Pop-up form

Pop-up forms are great at capturing attention but they can also be intrusive so make sure to use them when you’re sure your visitor deserves one.

Pop-ups are best used to grow your email lists and divert visitor attention towards exciting offers you have in store. Because pop-ups can be tricky due to their intrusive nature, it’s important to use them smartly. Here’s an example:

Imagine you have a photography blog and you have a visitor who has come to your website for the second time and he has been on a blog post for 4 minutes now.

In this case, it’s safe to assume he’s interested in your content. This is a good time to probe his interest further.

You can do this by displaying a pop-up that offers weekly photography tips if he signs up for your newsletter. This is a great way to increase your chances of a successful conversion, and the best part is, even if the customer doesn’t sign up, he probably still won’t be annoyed because the offer was somewhat relevant to him according to his behavior on your website.

Slide Box

Due to their user-friendly and non-intrusive nature, slide boxes are a great opt-in form to showcase your content and offers without disrupting the users. You can make the most use of them by displaying them on desktop devices as they take up a lot of space on mobile screens.

Slide boxes are best used on blogs because of the ability to program them according to user behavior.

With most slide box forms, you have the option to make them appear when a visitor has read up to a certain point in a post. If your blog post is enticing, you can leverage viewer interest by displaying appropriate and relevant content slide boxes that add to the value of the blog.

This way you increase the chances of getting a lead and also ensure a smooth user experience.

Top bar

Top bar, like the slide box, is also very user-friendly. But unlike the slide box, it appears on the top so you can use it when you want to highlight sitewide changes, break some news, introduce a new product, or build awareness for a site-wide campaign.

Top bars are also useful when a user has a change of heart. Imagine you displayed a pop-up but the user wasn’t interested. After browsing through your website, he understood the value of what you were offering and now wants to sign-up.

In such a case, to capitalize on the user’s interest, you can use the top-bar to display the same offer so the user can quickly take you up on your offer before they change their mind.

Embedded form

Embedded forms work best for loyal customers, blog readers and repeat visitors. They don’t convert as highly as some of the other forms in the list but they are best for engaging regular visitors, but they make up for it with their ubiquity. Your offers will be visible to almost every user that comes on your website, so even if their conversion rate is not very high, their presence ensures that over time they’ll collect a lot of leads.

Embed forms are also popular with bloggers and vloggers who upload content frequently and want to convert a one-time visitor to a repeat audience. They use RSS campaigns in combination with newsletters to regularly drive traffic to their blogs.


Lead generation is essential for any business and you can achieve great results if you use the right tools. In this article we discussed

  • Landing pages
  • Opt-in forms
  • Slide boxes
  • Embedded forms
  • Top bars

And what they are and how they can be used in different scenarios. Due to the difference in the nature of each form, they can be used in different marketing situations.

About the Author

Rukham Khan

Rukham Khan, the resident writer and content specialist at MailMunch. He writes about email, content and lead generation tactics in an effort to help and inform entrepreneurs and small businesses. In his free time, you can find him playing Squash or managing his personal blog on Medium.

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