Do Simple Opt-In Forms Build Credibility?
I just read a great post by Jonathan Mendez talking about the benefits of making your opt-in forms and landing pages simple.
I’m a big fan of making opting in easy, but I’ve always looked at it as an isolated interaction between subscriber and site. Meaning that you make your opt-in form quick-and-easy to fill out so people don’t abandon it.
Mendez says there’s another benefit: “simplicity generates a comfort level and confidence in users based on the perceived ease of the landing page before they even engage.”
Simply put, the opt-in is likely the first contact your subscribers have with your site. The easier/more smoothly that goes, the more comfortable and confident they’ll feel on your site.
Put them at ease, they’ll feel like they’re going to succeed on your site — that you’re going to make it impossible for them to fail.
Make the opt-in confusing or difficult, and every future action they take on your site is going to feel daunting. If they sign up at all.