Real Life Examples


Multi Step Mastery: Build a Targeted Mailing List

"Good artists copy, great artists steal" Pablo Picasso

​In the first lesson, you've learned 4 powerful new methods that will help you build your mailing list faster. But sometimes often, just knowing the theory isn't sufficient to take action.

That's why in this lesson, you'll discover real life examples of multi-step opt-in forms in action.

This will allow you to:​

  • Get inspiration
  • Steal like an artist
  • See a whole range of new opportunities

Ready? Let's take a look!

Method 1: Linear Multi-Step

Amy Porterfield is using the linear multi-step opt-in form for the registration of a webinar.


There are a few things going on on this opt-in form that are particularly smart.

  1. She's using a very enticing headline to compel you to reserve your spot.
  2. The call to action button has an action statement "Reserve my seat". Action orientated wording has been proven to increase conversion rates.
  3. The same call to action is repeated on the text link underneath the button​. This one is a bit sneaky, because as a visitor we're used to having a "no, thank you" link underneath a button...
  4. Notice she's not giving any dates on the first form. The first step is to get the visitor to say "Yes, I want this thing" and later he can worry about trivial things like his schedule.
  5. On the second form you'll notice the same call to action on the button. This will help the continuity of the visitors journey. They already decided that they wanted to participate in the webinar. Now they just have to leave a name and email.

You can use this same principle on your website.

Every time you want somebody to raise their hand and decide they want the thing BEFORE being distracted by something else (such as their agenda or whether or not they should give you their email address) you should test a linear multi-step opt-in form.​

Method 2: Yes or No

The 'Yes or No' multiple choice form is the one you'll see the most. Take a look at the one from Derek Halpern's site Social Triggers.

​On this opt-in form, multiple techniques are used to make signing up as enticing as possible.

  1. The principle of this multiple choice form is to ask a basic question with a "Yes" or "No" answer. The question here is "Want to learn...?" By adding a specific number (5000) and "for free" to the title the offer becomes very compelling.
  2. Mind the wording on the buttons. He did not simply write "yes" or "no". He chose to make the "No" option seem like a very stupid thing to do (who would "reject" a free ebook?!)
  3. ​The color of the button has been carefully selected. The red makes the "yes" button stand out and the grey "no" button blends in.
  4. After clicking on the "Gimme the free ebook" button, the second state of the form appears. You're presented an image of the opt-in offer, the free ebook, to make the product more valuable and tangible.
  5. He added "Last Step" as the first words of the form to help the visitor know where he's at in the sign-up process.
  6. Instead of simply writing "send" or worst "submit" he uses an action orientated text on the final sign-up button.

To use this on your own website:

  • start with a simple, benefit driving "Yes" or "No" question.
  • Instead of simply putting Yes or No on the submit buttons, look for wording that will provoke a more emotional response. Eg "Yes, I want to get more subscribers", "No, I don't want to grow my business"

Method 3: Self-Segmentation

This is an opt-in form we use on the ThriveThemes website.

In this example, we're doing several things to help us get more subscribers AND to segment our list.

  1. In the first lightbox, we're not showing the offers but simply asking a question. This reduces friction and gets the visitors to take the first step in the opt-in process.
  2. We chose 3 specific topics because each topic is closely related to one of our products. If somebody tells us that they are currently focusing on one of these topics, we know one of our products will be able to help them.​
  3. After choosing a topic, the visitor is presented with a highly relevant opt-in offer. This relevancy increases conversions. Think about this, they just told that they were interested in building an email list and now we give them a free offer that will help them do just this. Why would somebody refuse this?
  4. Each headline gives a benefit that is very enticing for the person who just chose the topic. Instead of simply asking if they want this free offer, we immediately tell them what will be the positive outcome for them.
  5. We've added testimonials to show off the value of the free offer.
  6. All submit buttons have an action driven text. This has shown to increase conversion rates.
  7. Behind the scenes, in our email service, each subscriber is now tagged as being interested in one of the three topics. This will allow us to send emails that are closely related to the topic of interest. And when the emails are more targeted, the people like to read them because they are helpful. Therefore open and click trough rates go up.

How to use this on your website?

Using this​ self segmentation method, is appropriate as soon as you have different opt-in offers which are made for different segments of your audience. 

The different offers should be linked to different mailing lists or add tags in your mailing system. ​

To start, take a look at your audience and find 2 or 3 segments that have different wants and needs.

Next, create different opt-in offers for each of these segments.

Set up different mailing lists (or tags) for each segment.​

Now you're ready to test this Self Segment opt-in offer!

Test & Increase Conversions

As always, it's up to you to test which of these methods is the most efficient for your website and your visitors. There is no "Right" or "Wrong" what's working for us might not be working for you and visa versa.

That's why we made it extremely easy within Thrive Leads, not only to create this multi-step opt-in forms, but also to test them! That way you can test 1 step opt-in forms against multi-step forms or different designs against each other or even different types of opt-in forms (eg. a light box pop-up vs a slide-in)​. 

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