12 Opt-In Form Examples for Better Conversions

Opt-in forms are a proven way to grow email lists and increase sales. With email marketing delivering an average ROI of $43 for every $1 spent, optimizing your forms is crucial. From subtle designs to interactive quizzes, here are 12 examples that show how businesses can boost conversions by focusing on design, placement, and offers:

• JLab: A sticky "10% OFF" tab increased email sign-ups by 15% and sales by 7%.
• OLAPLEX: Scroll-triggered popups offering a 15% discount engage users at the right moment.
• The Oodie: A quiz-based form segments users and grows both email and SMS lists.
• CeCe's Home & Gifts: A minimalist design offering discounts and free shipping drives action.
• Cherieswood: Location-based popups combine free shipping with personalized campaigns.
• I Will Teach You To Be Rich: A curiosity-driven quiz segments audiences by financial goals.
• Wrike: A simple lead magnet form for free trials builds trust with B2B users.
• Assent: Targeted forms offering compliance handbooks attract niche professionals.
• VeryGoodCopy: Social proof on the homepage drives a 21.01% conversion rate.
• Quiz-Based Forms: Interactive quizzes boost engagement and personalize follow-ups.
• Yes/No Micro-Commitment Popups: Simple questions like "Want 10% off?" increase sign-ups.
• Multi-Step Forms: Breaking forms into smaller steps reduces friction and improves lead quality.

Quick Tip: Small tweaks like button colors or timing can dramatically improve results. For example, a simple design change increased conversions by 34%. Businesses should test and refine their forms to maximize performance.

Key Insight: Matching the right form type to your audience - whether through discounts, quizzes, or targeted offers - can significantly improve your email list growth and conversions.

5 Optin Form Ideas From Real-Life Examples

1. JLab Flyout Form

JLab’s flyout form is a perfect example of how simplicity can drive results. Instead of using disruptive popups, they introduced a sticky "10% OFF" tab that stays visible as customers explore the site. This subtle approach draws attention without interfering with the shopping experience. When clicked, the tab expands to display a clear message: "SAVE 10% WHEN YOU SUBSCRIBE", paired with a single email field and consent details. It’s straightforward and effective.

In Q3 2024, under the leadership of Marketing Director Emily Carter, this strategy led to a 15% increase in email sign-ups compared to the previous popup forms. Even better, this contributed to a 7% rise in sales driven by email marketing campaigns. These numbers highlight how a non-intrusive design can significantly boost conversions.

The real strength of this approach lies in its constant visibility. Even when minimized, the sticky tab remains accessible, allowing visitors to engage with it whenever they’re ready. By offering an easy-to-redeem discount, JLab appeals to budget-conscious shoppers, generating high-quality leads and better conversion rates.

2. OLAPLEX Scroll-Triggered Popup

OLAPLEX takes a thoughtful approach with its scroll-triggered popup, which appears only after visitors have scrolled far enough to show they’re genuinely interested. By delaying the popup until users have engaged with a significant portion of the page, the brand avoids the jarring experience of immediate interruptions. This well-timed strategy creates a smoother browsing experience that feels less intrusive.

The popup itself is simple but effective: it offers a 15% discount on a first order, putting the value front and center for visitors to see. To make the offer even more appealing, a model image is included, helping potential customers visualize the benefits. The popup also uses a clear "YES/NO, THANKS" option, which encourages visitors to actively commit when they choose "YES", boosting the likelihood of conversions.

What makes this approach even smarter is how OLAPLEX uses data to fine-tune it. By analyzing website engagement metrics, they identify the optimal scroll depth - essentially pinpointing when users are most engaged or about to lose interest. The popup is then triggered at just the right moment, making it feel more like a helpful suggestion than an interruption. This combination of timing and personalization ensures a seamless experience for visitors.

3. The Oodie Personalized Discount Form

The Oodie takes a creative approach to personalization with a multi-step quiz popup that also serves as an email signup form. Instead of immediately requesting an email address, the form starts with a simple question: "Who are you shopping for?" The two options - "Myself" or "Someone Else" - help segment the audience right from the start, making product recommendations feel more tailored and relevant. This step-by-step process transforms what could be a routine signup into an engaging experience.

Once users make their selection, they’re prompted to enter their email address to unlock a 10% discount. The offer is presented in a friendly, conversational tone, making it feel like a helpful perk rather than a hard sell.

But it doesn’t stop there. After signing up with their email, users are given the opportunity to increase their discount from 10% to 15% by opting into text message updates. This clever approach not only enhances the user experience but also grows both email and SMS subscriber lists simultaneously.

To avoid any misunderstandings, disclaimers clarify the discount terms upfront. After submission, users receive instant confirmation that their discount code is on its way, along with a reminder to check their spam or promotions folder if they don’t see it immediately.

Matt Stenning, The Oodie's CRO & Growth Manager, shared his thoughts on the effectiveness of this strategy:

"I'm a CRO. So anything that increases the CVR and AOV is important. Looking at the app performance analysis for the year, and we're seeing a 134% increase in CVR. That's a number that's not hard to be excited about."

4. CeCe's Home & Gifts Minimalist Discount Form

CeCe's Home & Gifts shows how keeping things simple can lead to better results. Their discount opt-in form is a great example of this. It offers shoppers a 10% discount on their first order and only asks for one thing: their email address. The call-to-action - "Apply Discount to Cart" - makes it crystal clear what users get in return. The clean and straightforward design not only looks great but also makes it easier for visitors to take action.

But CeCe's doesn't stop there. They extend this simplicity throughout the customer journey. For first-time visitors, a popup appears right away, offering 15% off with the code "CCG10." As shoppers get closer to completing their purchase, another popup offers free shipping with the code "FSCART" and includes a countdown timer to create urgency. They also use targeted popups to bring back shoppers who abandon their carts, showing them items they were eyeing earlier. For returning customers, a welcome-back popup highlights new products that are in limited stock, creating excitement and encouraging quick decisions.

This approach ties together seamlessly, creating a smooth and effective conversion strategy.

5. Cherieswood Location-Based Free Shipping Form

Cherieswood uses an opt-in popup that offers free shipping in exchange for email addresses and state information. This clever approach not only grows their email list but also collects location data, which allows them to create more personalized and effective email campaigns. The popup’s success is further boosted by behavior-based triggers, ensuring it appears at just the right moment.

In an article dated October 2, 2024, OptiMonk highlighted Cherieswood as a company that "entices visitors with a free shipping offer in exchange for their email addresses." The article also noted that the opt-in form is unique because "it segments new subscribers by location, asking for the visitor's state. This information is gold for tailoring future emails based on where the customers live, making it easier to offer personalized promotions."

Built using OptiMonk, the popup is designed to appear only after visitors interact with the site, a decision backed by research showing that delayed popups improve both user experience and lead generation.

By tying the free shipping offer to the form, Cherieswood has created a powerful tool for building their email list while gathering critical demographic details. New subscribers are funneled into a location-based campaign, allowing the company to send promotions that align with the preferences and needs of customers in specific states.

This location-focused strategy ensures that email campaigns are highly targeted, resulting in promotions that feel relevant and tailored to each subscriber.

6. I Will Teach You To Be Rich Curiosity-Driven Form

This opt-in form, inspired by Ramit Sethi's "I Will Teach You To Be Rich", takes a creative spin on grabbing attention. Instead of a basic newsletter sign-up, it uses a quiz format to spark curiosity and cater to specific financial goals. Visitors can choose from three options: "Get A Raise", "Make More Money," or "Launch A Business." Each option comes with a short description and fields for entering a name and email, paired with clear call-to-action buttons.

What makes this form stand out is its focus on curiosity and personalization. Rather than offering a generic subscription, it promises personalized quiz results. This creates a sense of value for users while collecting essential subscriber details. It’s a smart way to build trust and set the stage for targeted follow-up emails.

Adding to its appeal is the conversational tone and a touch of humor, which make financial topics feel approachable. By asking users to select their main goal upfront, the form automatically segments the audience. This ensures that follow-up content is tailored to their interests, leading to higher open and click-through rates.

This example shows how aligning your messaging with what your audience wants can significantly boost engagement.

7. Wrike Detailed Lead Magnet Form

Wrike’s free trial landing page is a great example of how a B2B lead magnet form can gather detailed information without overwhelming users. The page features a straightforward headline: "Project management platform to streamline all workflows." This immediately highlights the platform’s purpose. The form itself is simple, asking only for a business email address, with a prominent green "Try for free" button to encourage action. To make signing up even easier, users can choose between manual entry or a one-click Google signup option.

The page also includes a product preview, showcasing Wrike’s clean dashboard and collaboration tools, so potential users get a glimpse of what they’re signing up for. Trust-building elements like "No credit card required" and visible review scores further reduce hesitation and establish credibility. This thoughtful design not only simplifies the signup process but also sets the stage for Wrike’s broader automation capabilities.

The benefits of Wrike’s approach are clear. Users have reported significant productivity gains after adopting the platform. For instance, Susan Angustia, Operations Manager at Pillar Brands Inspiration Cruises & Tours, shared how Wrike’s automated form system transformed their workflow:

"Once a form is submitted into our folder, project cards or tasks are automatically created with dates and ownerships already applied. Productivity has increased by 125 to 150 percent because of Wrike."
– Susan Angustia, Operations Manager at Pillar Brands Inspiration Cruises & Tours

Wrike’s form design doesn’t stop at simplicity - it incorporates conditional questions and automatic team assignments to improve lead qualification. This automation minimizes the need for manual follow-up. Matt Andrews, Marketing Campaign Manager at Aerotek, explained how this system streamlines their operations:

"Rather than a call or email resulting in a longer call or meeting, they now go to Wrike and fill out a very robust request form. It creates the job your team is going to work on from start to finish."
– Matt Andrews, Marketing Campaign Manager at Aerotek

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8. Assent B2B Compliance Handbook Form

Assent's compliance handbook opt-in form is a great example of how B2B companies can connect with niche professional audiences using targeted messaging and clean, straightforward design. As a company focused on compliance and supply chain data management, Assent offers a handbook on identifying harmful substances in supply chains in exchange for basic contact details.

What makes this form stand out is its laser-focused messaging. Instead of relying on vague business jargon, Assent uses industry-specific terms that resonate with compliance professionals, like REACH, RoHS, TSCA, Proposition 65, and PFAS reporting. This approach instantly grabs the attention of visitors who deal with these regulatory challenges every day.

The design keeps things simple and avoids overwhelming users with excessive data requests. By only asking for essential contact information, Assent reduces friction, making it easier for visitors to complete the form.

Assent’s strategy doesn’t stop at the form itself. Their messaging highlights key benefits like 2–3× productivity improvements and risk reduction, addressing the primary concerns of compliance managers who need to show both efficiency and ROI. They also back up these claims with impressive stats, such as managing over 860 products and 28,000 parts. Real-world testimonials add even more credibility. For example, Joseph Auer, Product Material Compliance Project Manager at Woodward, shared how Assent transformed their operations:

"With our manual approach, we would typically only be able to manage about 60 products at a time. With Assent, we can now easily handle more than 860 products and 28,000 parts."

This testimonial underscores the practical benefits of Assent's solutions, reinforcing the value of their targeted messaging.

To top it off, Assent strategically places its form where visitors actively searching for compliance solutions are most likely to see it. This placement increases the chances of capturing qualified leads who are already interested in specialized compliance insights. By offering actionable, industry-relevant information instead of generic advice, Assent positions itself as a trusted partner in navigating complex regulatory landscapes.

9. VeryGoodCopy Social Proof Form

VeryGoodCopy has transformed its homepage into a powerhouse for conversions by leaning heavily on social proof. Instead of relying on traditional pop-ups or sidebar forms, the entire homepage is designed with one clear goal: turning visitors into subscribers. This focused strategy has paid off big time, achieving a 21.01% conversion rate and placing it in the top 1% of newsletter opt-ins.

The page’s success hinges on testimonials from respected voices in the industry. For instance, Ann Handley, Chief Content Officer at MarketingProfs, shared her praise:

"Eddie is a fantastic copywriter."

Other testimonials from company founders, bestselling authors, and industry practitioners further build credibility. The design is clean and to the point, featuring bold call-to-action buttons and clear explanations of the free micro-courses offered in exchange for an email. This simplicity, combined with strong endorsements, plays a key role in driving remarkable results.

But the strategy doesn’t stop there. VeryGoodCopy employs a smart growth loop to amplify its reach. Eddie Shleyner publishes micro-articles on his website, repurposes them for LinkedIn, and encourages his 69,000+ subscribers to engage with his posts. As Eddie explains:

"I've done this by asking my VGC newsletter subscribers to amplify my reach on LinkedIn"

This approach not only increases engagement on LinkedIn but also sends more traffic to the opt-in page, where the social-proof-packed homepage continues to convert visitors into subscribers.

To keep the design sleek, the testimonials are organized with a "load more" button. This clever feature allows visitors to view additional testimonials without overwhelming the page. It’s a perfect example of how combining social proof with smart, thoughtful design can significantly boost opt-in performance.

10. Quiz-Based Interactive Opt-In

Interactive quizzes offer a creative way to capture leads by engaging users with an entertaining experience rather than simply asking for their email. Just like other strategies mentioned in this article, the effectiveness of quiz-based opt-ins depends on thoughtful design and well-timed messaging.

The appeal of quizzes lies in their ability to draw people in. As Jamie Page, Author at ScoreApp, explains:

"Quizzes are inherently fun, and that's what makes them so engaging."

Take Lo Marketing Company as an example: their skincare quiz achieved a 47% higher click-through rate and a 28% conversion rate. Similarly, Pragmatic Mortgage Lending saw a 40% boost in engagement with their quiz.

For quiz opt-ins to work, it’s crucial to target the right audience. Happy Life Global nailed this by using ScoreApp to create a quiz aimed at educators and teachers. The result? Over 100 high-quality leads from an audience that was highly engaged. The quiz also offered valuable insights, paving the way for meaningful follow-ups and stronger connections.

What makes a quiz opt-in successful? A few things stand out: keeping questions short and relevant to avoid overwhelming users, using eye-catching visuals, and maintaining consistent branding throughout the experience. These elements create a seamless user experience that sets the stage for effective follow-ups.

Don’t forget about accessibility - quizzes should be mobile-friendly and strategically placed on landing pages, product pages, or even checkout pages to maximize engagement.

The real magic happens in the follow-up. By segmenting leads based on their quiz responses, businesses can send highly personalized email sequences tailored to each subscriber's needs. This personalized approach often leads to conversion rates that outperform traditional email campaigns.

When done right, quiz opt-ins turn lead generation into an engaging and highly effective process.

11. Yes/No Micro-Commitment Popup

Yes/no micro-commitment popups take a different approach compared to traditional opt-in forms. Instead of immediately asking for an email, they begin with a simple yes/no question. This two-step process taps into psychological principles to encourage more users to complete the signup process.

The effectiveness of this strategy lies in the micro-commitment principle - a concept where taking a small initial action makes people more likely to follow through with a larger one. For example, if someone clicks "yes" to a question like "Do you want 10% off your first order?", they’ve mentally committed to the idea and feel inclined to stay consistent with that decision.

Emiel Dingemans, Founder at Magicianly, highlights this approach:

"Using a micro-commitment in your popups can gently guide users into the habit of saying 'yes' - increasing their likelihood to subscribe. Just a simple 'Would You Like 10% Off Your Order?' can do the trick."

Examples show how small changes in wording can significantly boost conversion rates. Mott & Bow, for instance, introduced a yes/no popup with the question: "Want to pay $26 less for our jeans?" Clicking "Yes, please" led users to the email form. This adjustment raised their conversion rate to over 10%.

Another compelling case comes from illCurrency, which switched to a yes/no popup asking, "Would you like 15% off?" Only after users clicked "yes" did the email form appear. This change increased mobile conversions from 3.83% to 6.75% and desktop conversions from 1.04% to 1.83%.

Anthony Morgan explains why this works so well:

"Micro commitments can have a huge impact on your email opt-in engagement rates. Get the user to simply click yes to receive a discount. After that small yes, they subconsciously believe that they must be interested and will want to remain consistent as they continue to engage with the pop-up. This creates less friction for them filling out the form which requires more buy-in and decision-making brainpower. It's the principle of commitment and consistency."

Contrast, an eCommerce marketing agency, applied this tactic on a landing page by changing their wording to "Would you like to save 20% on your order today?" with yes/no buttons. This small tweak boosted their email opt-in rate from 3.3% to 9.1%.

The design of these popups is straightforward. They feature two clear call-to-action buttons - one for opting in and one for opting out. This setup leverages the Zeigarnik Effect, which suggests that people are more likely to complete a process they’ve already started, along with the psychological benefit of offering a choice.

A great example comes from CarToCamp, whose two-step popup asks visitors if they want access to exclusive deals. Only after clicking "Yes, save up to $100" does the email form appear. These examples show that reducing friction with a simple yes/no question can significantly increase user commitment.

12. Multi-Step Progressive Form

Multi-step forms are a clever way to simplify the conversion process by breaking down lengthy opt-in forms into smaller, more manageable steps. Instead of confronting visitors with a daunting, single-page form filled with numerous fields, these forms guide users through a step-by-step process, making it feel less overwhelming.

The psychology behind this strategy is rooted in the endowed progress effect. When users see themselves making progress, they’re more likely to stay committed and complete the process. This method also helps gauge visitor intent - those who willingly move through multiple steps are often more engaged and serious about your offer.

The results speak for themselves. Vendio saw a 214% increase in leads, BrokerNotes boosted conversions from 11% to 46%, and Instapage experienced an 18% uptick after switching to multi-step forms. BrokerNotes’ transformation is particularly striking, with their conversion rate skyrocketing from 11% to 46%.

Other brands have also found success with this approach. CrazyBulk, a fitness supplement company, replaced their traditional product selection process with a multi-step quiz. By asking targeted questions about fitness goals, dietary preferences, and workout habits, they provided personalized product recommendations. The result? Customers who completed the quiz converted at 7%, compared to their overall rate of 2.9% - a 141% improvement.

RANAVAT, a luxury Ayurvedic skincare brand, introduced the "Find Your Royal Ritual Quiz", which used a multi-step format to create a personalized shopping experience. This approach led to a 294% increase in conversions and added over 3,000 new email subscribers. The quiz felt more like a tailored consultation than a typical sales pitch, making it highly engaging.

Whisker, known for their Litter Robot products, took things a step further by using a multi-step quiz to collect zero-party data. This allowed them to segment customers more effectively in email campaigns, leading to a staggering 400% increase in email conversions compared to non-quiz participants.

To create effective multi-step forms, focus on reducing cognitive load. Keep each step to just 3–5 fields, and include clear progress indicators to show users how far they’ve come. Start with essential information, then gradually move to more detailed questions as users demonstrate commitment by continuing through the steps.

Incorporating conditional logic is another game-changer. This feature adapts questions based on previous answers, ensuring users only see relevant fields. By reducing unnecessary steps, you can minimize friction and boost completion rates.

Mobile optimization is critical for multi-step forms. Make sure users can navigate smoothly between steps with clear "Next" and "Back" buttons. Providing the option to save progress can also reduce abandonment rates during longer sequences.

The biggest advantage of multi-step forms over single-step forms is their ability to qualify leads effectively. While single-step forms might attract casual inquiries, multi-step forms tend to capture the attention of genuinely interested users. This results in higher-quality leads and better conversion rates throughout your marketing funnel.

Comparison Table

Choosing the right opt-in form can make a big difference in how effectively you capture leads. It’s all about finding the right balance between design, placement, and the strength of your offer. Below, you'll find a summary of 12 opt-in form examples, each tailored to meet different business needs.

Here’s what these trends reveal about matching opt-in forms to your business goals:

• For B2B companies: Offering gated, high-value resources like white papers is effective, with nearly half of buyers willing to share details for such content.
• For e-commerce: Discount-driven forms and personalized options often resonate with shoppers.
• For content creators: Curiosity-based strategies, like teaser popups, work well when audiences crave exclusive information.
• Timing matters: Forms triggered by exit intent or scrolling can engage users at just the right moment.
• Mobile-friendly forms: Short forms (three fields or fewer) convert at a rate of 25%, while longer forms see conversions dip below 15%.

While the average opt-in form converts between 5% and 20% of visitors, tailoring your strategy to fit your audience’s preferences can push your results well beyond those numbers.

Conclusion

Creating effective opt-in forms boils down to three essentials: clear design, a compelling offer, and smart placement. The examples we've explored highlight how these elements work together to capture leads and grow email lists.

Take companies like OLAPLEX, which entices visitors with a 15% discount on their first order, or Wrike, known for its detailed lead magnets. These brands succeed by presenting clear, immediate benefits that make sharing personal information feel worthwhile. The secret? Making your value proposition stand out within seconds.

Strategic timing and placement also play a huge role. JLab’s flyout form, with its sticky "10% OFF" tab that stays visible as customers browse, ensures the offer is always in sight. Similarly, scroll-triggered popups engage users at just the right moment. As conversion expert Joe Martin puts it:

"Give someone more of a reason than 'Stay in the Know.' Be specific. Be value oriented".

Testing is another critical piece of the puzzle. Experimenting with headlines, images, and layouts helps fine-tune your approach. For instance, adding social proof can increase conversions by up to 26%. These numbers make it clear: testing and tweaking your strategies are essential to finding what clicks with your audience.

The brands we’ve discussed didn’t achieve success overnight. They tested and refined every detail - from call-to-action buttons to form layouts - until they found the winning formula. Adopting this mindset of continuous improvement can help you uncover what resonates most with your audience.

Resources like Marketing Funnels Directory offer tools and courses to help optimize your strategy. Considering email marketing delivers an average ROI of $43 for every $1 spent, perfecting your opt-in forms is a worthwhile investment for long-term growth.

Start by drawing inspiration from examples that align with your business. Test them, refine your approach, and watch your email list - and revenue - grow. By applying these proven tactics, you’re well on your way to more effective conversions.

FAQs

What’s the best type of opt-in form for my business?

When choosing the right opt-in form for your business, it all boils down to your goals, target audience, and how you plan to connect with them. Here are a few examples of popular options:

• Pop-ups: Perfect for grabbing attention in an instant.
• Embedded forms: Ideal for blending seamlessly into landing pages or blog content.
• Lead magnets: Offering something valuable, like a PDF guide or a quiz, can entice users to sign up.

You’ll also want to decide between a single opt-in and a double opt-in process. Single opt-ins are faster and easier for users, but double opt-ins can help you build a more reliable email list. Experimenting with different formats is a smart way to discover what resonates most with your audience and drives the best results.

What are the best ways to optimize where and when opt-in forms appear to boost conversions?

To get the most out of your opt-in forms, focus on where and when you display them. For maximum visibility, place forms in high-traffic spots like above the fold or naturally woven into your content. If you're using pop-ups, timing is everything - consider showing them a few seconds after someone arrives on your page or when they've scrolled halfway down.

Don’t forget to experiment with A/B testing to fine-tune both placement and timing. Even minor tweaks can have a big impact on boosting engagement and increasing sign-ups.

What’s the best way to test and improve my opt-in forms for higher conversions and better ROI?

To improve your opt-in forms, begin by conducting A/B tests on critical components like headlines, images, button text, and call-to-action phrases. Keep an eye on metrics such as conversion rates, bounce rates, and click-through rates to figure out which elements perform the best.

Dive into the data regularly to uncover patterns and make adjustments based on insights. By experimenting with different variations over time, you can refine your forms to boost conversions and achieve a stronger return on your efforts.

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