Get more signups with 2-step landing pages
From Kelly Forst May 28, 2021
A jam-packed landing page can put visitors off. Control how you display your registration forms with a two-step landing page.
Sign in or not sign in?
Every visitor to your landing page asks himself this question.
And a few things will make or break their decision.
One thing that can put you off? An overwhelming amount of information on your landing page.
It’s a fine line to walk. Too much and your visitors may feel overwhelmed. Too disorganized and they won’t understand what you’re offering them. Too little, and you may not be able to set your case well enough to encourage enrollment.
Finding the right content balance on your landing page is a critical step in getting more signups. And with two-tier landing pages – which include a registration form that opens with the click of a button – it becomes a lot easier to find that balance.
What is a 2-step landing page?
A two-tier landing page does not have a visible registration form on the main page. The registration form on a two-tier landing page only appears when a visitor clicks a button with a call-to-action (CTA).
A two-step landing page is also commonly referred to as a two-step opt-in or on-click pop-up form.
To sign in with a two-step landing page, visitors need to do two steps:
- Click a button. This triggers a pop-up form.
- Enter an email address in the form to sign up.
It’s another way to encourage visitors to sign up for your email list by presenting the right information at the right time.
How does it work?
One thing to note: 2-step opt-in is often confused with the term double opt-in – or confirmed opt-in. With the double opt-in, you must confirm your interest in being included in a list with a confirmation email. While you can certainly also use the double opt-in on your landing page in addition to the 2-step registration, both terms are often misused.
The main reason for using on-click popup forms? Psychology.
As mentioned earlier, landing pages can feel overwhelming when there is too much information on the page. If the page is too full, visitors are more likely to leave your page immediately because they find it too time-consuming to read.
So, including a button with a strong CTA not only reduces the clutter on the page, it also makes you look more professional.
But looking cleaner isn’t the only reason to offer two-tier landing pages.
The requirement of a two-step registration reduces the friction in the registration process. Landing pages with no visible registration forms are easier to digest. It keeps readers focused on your offer without asking them for anything right away.
As with all marketing tactics, a certain psychology comes into play here. Visitors who click a button and then enter their details invest more in your offer. This is a psychological marketing tactic known as the “foot in the door technique”.
The foot-in-the-door technique says that prospects who take a small step first are more likely to move on to a larger, more desirable action later.
Click on the button = have one foot in the door. A visitor who clicks on the pop-up form is more likely to fill out the form when the pop-up appears.
What do two-tier landing pages look like in the wild? Let’s take a look.
Landing page examples in two steps
Sell a product? Offer a service? Do you just want to add to your email list?
Regardless of your goals, 2-step landing pages can help you optimize conversions.
Check out how these professionals use the 2-step option to support their growth.
Add a free online course to your list
Amie Tollefsrud, founder of Rebelle Nutrition, helps fellow nutritionists build their audiences by highlighting the value of course creation.
She practices what she preaches and promotes a course that will help her audience generate passive income. By creating a landing page for this master class, she is simply promoting it via email and on social media to encourage enrollment.
The page is clean and only displays the information visitors need to know before showing an opt-in form. Ultimately, this is a friendlier approach and less intimidating for first-time visitors.
When visitors click either of these two buttons, the following on-click pop-up form is displayed:
With the 2-step enrollment, Amie can focus visitors on the value of their course. It’s also more aesthetically pleasing than having multiple registration forms on the side.
Sell a product
Kevin Curry – a fitness influencer and writer – runs FitMenCook, a website that helps men prepare healthy meals that fit their lifestyle.
He uses a two-step landing page to direct visitors to buy his cookbook.
Clicking “Get the Book” will trigger an on-click pop-up form making it easier for visitors to shop at their favorite store:
Sign up for a newsletter
The Daily Stoic is a book by Ryan Holiday and Stephen Hanselman. The book’s website includes a top bar navigation with a button to trigger a 2-step login.
When you click the yellow “Sign up for Daily Email” button, you will see the following popup:
This process makes it easy for website visitors to sign up for daily updates. In addition, the popup form sells the value of the newsletter without taking up valuable real estate on the homepage.
How to create a 2-step landing page with AWeber
AWeber Landing Pages now have the ability to use on-click pop-up forms. This allows all customers – with any plan – to create a landing page they need with the tools they are already using.
To create a landing page with this type of form, do the following:
- Navigate to Landing Pages in your account. At this point you can create a new landing page or edit an existing one.
- Once your landing page is ready, drag the “pop-up” element into the landing page builder where you want your button to appear.
3. Set the popup element in the right sidebar so that it is triggered when you click.
4. Customize the desired popup style in the right sidebar. You can change the background color, the size of the button, how it looks, and you can orient the button however you want.
5. Next, click the Popup tab next to Settings. You should see an empty field. Drag the “Form” item from the left sidebar to use the pop-up area as a form.
6. Customize your form fields and submission settings using the right sidebar.
7. Once your customizations are in place, you’re good to go!
Do you want to get more signups with your landing page?
Try Landing Pages in Two Steps Today with the Popup Element in AWeber Landing Page Builder.
No costumer? Sign up today for free.
Do you have further questions about landing pages? Check out the new Marketing Glossary. Quickly look up terms and get answers to all of your marketing questions with ease.