Subscribe To Popular Thought and You’re Screwed

By Posted on 2 min read 1553 views

I don’t often use pictures in emails, but you’re gonna need to turn them on for this one because I want to ask you a question.

Here are two examples of opt-in forms…

Sample Lander 1

Sample Lander 2

Both of these opt-in forms are making a big mistake. Can you see what it is?

They’re both subscribing to something that’s popular thought. In fact it’s been said so many times that everyone just believes it’s something you should do.

But you shouldn’t.

In fact it will lower the conversion rate of these landing pages.

And I’ve tested it extensively!

I’m about to give you the answer, so if you want to keep looking then stop reading now.

Both have a message under the submit button saying how much they hate spam and they will keep your email safe.

No no no no no.

They think this is a good thing to do. Why? Because spam is bad, so I’m going to give confidence to our visitor. Why? Because I’ve seen other people doing it and all the landing page software puts this in by default.

Subscribing to a popular belief that this message will help your conversions because it gives more trust.


What it does is put the thought into your visitors head that you might spam them, when they almost certainly never had that thought to begin with.

And the result of doing that… lowers your conversion rates.

Never just assume something is better because loads of other people do it. Always test it for yourself.

Heck… that goes for the stuff I tell you as well. It works for me, but you should test it for yourself before deciding if it’s going to suit you.

I’m going to be giving you a whole load more things to test shortly in my new book and newsletter written on real old-school paper.



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  • Steven Lucas
    July 11, 2016

    Nice idea Michael,

    I will certainly be trying it on my next few optin pages. I like the idea of removing any negative ideas and perhaps stressing more, the positive ones.

    Let’s see what difference it makes.

    Thank you for the idea.


    Steven Lucas

    • Michael Wilding
      July 11, 2016

      🙂 I’ll look forward to hearing how you get on.

  • kitty bart
    July 14, 2016

    Hello Michael the link to 4 simple steps only loads up 50%. . cannot enter my info to subscribe.. Please put me on the list. Thank you!

    • Michael Wilding
      July 14, 2016

      Hi Kitty, not sure why that was happening but I’ve added you to the early bird list and removed your email from above so you can’t be spammed.