Below is a compilation of all the opt-in forms used on presidential candidate Bernie Sander's site, feelthebern.org. The first two are pop-ups that show after...View More you're on the site for a short time. The first of those pop-ups is the general, default one that shows on all different pages throughout the site. The second one shows up on one of Bernie's issue-based pages & is customized based on that specific issue being discussed (ex. Bernie's Stance on [Issue]). The third is a footer pop-up for sharing on Twitter/Facebook & the fourth is a small form that shows in between content on the site.
Email Opt-In Pop-Up from Bernie Sanders Swiped in March 2016
On Bernie's site there are four different opt-in forms used that each serve their own purpose & optimize the probability of getting a subscriber or share. Keep this variety in mind for your own site. Instead of just using one opt-in form, think about different incentives & placements you can try out to multiply your chances of getting a subscriber.
After someone subscribes, they are then presented with the opportunity to visit Bernie's social media pages. This is a smart addition in that the user is given an option to continue engaging instead of potentially leaving to go elsewhere. Keep this in mind for your own confirmations & provide a secondary action to compound the effectiveness of that opt-in.
Bernie does not just use boring button copy like "Subscribe" or "Get Updates". Instead, he uses "Join The Movement" which carries a lot more meaning & represents his brand. Next time you're creating button copy, keep this in mind. At the same time, don't fall into the trap of being too clever. Clarity trumps persuasion & you don't want to create button copy that doesn't imply what the visitor is doing by putting in their email address.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of feelthebern.org below.