You see them so often, those pages that introduce a new product or business. They’re short, promising, but all contain just a clear white space. For you to leave your email address. The winners of the “My pop-up restaurant” really scored here. They are already collecting the first customers for their new restaurant – and it hasn’t even opened yet.
An opt-in form is the earliest starting point to collect email addresses of interested people for your mailing lists. You shouldn’t expect an immediate rush, unless you launch something cool on social media. First and foremost, you need to make sure you cleverly construct these pages. Only then you will get the maximum effect, and your list will steadily grow.
1 One screen in one screen
An announcement screen should be short and powerful. The world is so busy already, and you don’t have to tell that much already. Create a wireframe that is completely visible in most browsers. Your readers shouldn’t be scrolling to look for ways to sign up. Use big chocolate letters. They only big white opt-in screen should be center stage. Practiced web surfers know already: this is where I need to put my email address. Have a look at the examples.
2 Only ask for the email address
People don’t like to fill out lots of data. It’s time consuming, and it goes against the tradition of impulse decision-making. Get what you want and get out, you shouldn’t expect more from a “coming soon” page. And also, you don’t need a lot more information at this point. You do however need to make sure that you waken your contacts at just the right time. And if they are really interested, they will give you those extra contact data.
3 Kiss
Make sure your value proposition is short and powerful. Let them what you’re about in one single sentence. You should use your next sentence to explain what they’ll get in return for leaving their email address (like a good recipe in this case). In the third sentence you can let them know what comes next after they click on send. A packshot of your new prototype, a screenshot of your new application that immediately creates the best atmosphere, they all do wonders for your conversion. And leave all other information out. The only thing that counts, is getting their email address!
