Glossary
Opt-in page
Also called landing page, sign-up page, squeeze page.
Last reviewed 18 September 2026
What is an opt-in page?
An opt-in page is a page whose only job is to describe one thing and collect an email address for it, and a dedicated one commonly converts 15 to 30 per cent of its visitors where an inline form in a sidebar converts 1 to 3 per cent.
The difference is not persuasion, it is that the page has one subject and one field. A visitor who arrived for the thing being offered is asked for one decision, and everything else on the page is either evidence for that decision or in the way of it.
Say what arrives, how many days it runs and what happens next, because the sentence on this page sets the expectation the confirmation email then has to meet. A reader who does not recognise what they signed up for eleven seconds later is where a complaint comes from.
See also
- Lead magnet
A lead magnet is a specific, useful thing offered in exchange for an email address and permission to send more, and both halves matter: without the useful thing you are asking a stranger for their address for nothing, and without the permission you have a download page and no list.
- Confirmed opt-in
Confirmed opt-in, usually called double opt-in, is the practice of sending one message to a newly submitted address and adding it to a list only after somebody clicks the link in that message.
- Completion rate
A completion rate is the share of confirmed subscribers who reach the end of a course, and for a five-day course measured by a click on the last day it commonly runs between one in ten and one in four, with longer courses lower.
Read next
This term is covered properly in Email course conversion and completion rates: what to expect, which is a longer piece on the subject.
Every other term is on the glossary index , the longer writing is in the guides, and what this site itself does is on the home page.
Thinking of writing one of these?
5dayemail hosts a five-to-ten day email course: you write it once, and everyone who joins your list gets one email a day, in order, starting from the day they confirm.
Accounts are opened a few at a time rather than by signing up. Leave your address and you will be written to when the next ones open.
One message, when there is room. No course emails, no newsletter, and the address is not passed on. Ask and it is deleted; what is kept, and for how long, is in the privacy policy.