Would you be willing to tweak one simple thing and double your opt-in rate?

As a business owner you understand the importance of leads and the potential for higher revenue. While lead magnet is what gets people interested in opting into your list, there are small things that can make a potential lead on your opt-in page to not click that nice opt-in button.

What is an opt-in form?

Opt-in form is a web page (or a small set of input fields) on which you offer a lead-magnet (free report, ebook or software) in return for an email id. You will send valuable information and resources to them via email (follow 80-20 principle) and pitch your service/product. That’s email marketing in a nut-shell.

Opt-in form is also called as Landing page or Squeeze page.

This is where testing comes into play. Testing is the best friend of a business owner, but there is a short-cut for that too.

And that is –


Google recently wrote about their research findings about webforms that help conversions. In 2010 researchers from the University of Basel released a 2o point guidelines to optimize web-forms, including best practices to improve web-forms and reduce errors, frustrations and drop-outs.

To gauge the impact of these Google conducted a research and presented their results at CHI 2014. You can download the report here.

While there are few findings worth the time and effort, the one that caught my attention was something that I had noticed myself. I use various means of creating opt-in forms (from very elegant AWeber to mind boggling OptimizePress and couple in between, including handcoded html) for my businesses.

One of the research findings of Google is placement of text with respect to input field.

Using eye-tracking technology they figured whether user opts into a form that has text on the sides of input fields or above the fields. Their research showed that users scanning forms with text directly above input fields used less number of fixations and less fixation duration. This resulted in increased opt-ins.

Here’s the image of original and improved form from Google’s experiment. You can see that there is concentration of fixations – in essence user understood the purpose of the input field quickly and thus entered the information easier and faster.

double your opt-in rate
Keeping text above input fields increases conversion. Image courtesy Google (http://googleresearch.blogspot.in)

In my own experiments I used text inside the fields (text will disappear when user clicks inside the input field) instead of above them. This nearly doubled my opt-in rate. And I have been using the same practice ever since (or till I run another experiment).

Have you run any experimentation on any aspects of your business? Share your results, I’d love to hear about them.

To your success,


Shiv Shenoy
Shiv Shenoy

After spending 15 yrs in the corporate cubicle, Shiv Shenoy quit it to work with people by leveraging his skills and knowledge. He is passionate about teaching proven passive income generating methods, which draw their effectiveness from Behavioral Economics and Digital Marketing strategies. Shiv is a best-selling author and has self-published over 21 books in Digital Marketing and Project Management domains. When not hunting and perfecting a new passive income method, Shiv is often found playing Flute, or painting.