This set of examples is a great representation of the different ways a "welcome gate" can be used. Sovereign Man uses LeadPages as a platform to test their layouts...View More & we came across three variations that we posted below. Basically, they range from short & minimalistic to long & more detailed copy, displays of proof etc. We're not sure what is performing best for them, but at the moment they are using the long-form example listed last. The longer pages includes more call-to-actions (4), more displays of social proof (testimonials & logos) & a welcome gate that stays at the top of the page & does not go away.
Welcome Gates from Sovereign Man Swiped in March 2015
Never assume shorter or longer copy is definitely better. As the popular saying goes, "copy should be as long as it needs to be in order to effectively make the sale". However, keep in mind that an opt-in form is a small action that often doesn't require a lot of selling. This is why you can test simple vs. longer with a low-commitment action like this. This would not apply when selling a decently priced item.
With a more informative home page, you can get away with permanently putting a welcome gate style opt-in on top. If you simply present the opt-in form on it's own, showing it every time would likely lead to a bad user-experience. At the same time, that one-time you show it may be more effective than the many times you show a less isolated opt-in.
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 sovereignman.com below.