The document discusses the results of three tests of different form designs to optimize opt-in rates. Test 1 found that radio buttons increased opt-in rates over checkboxes but reduced overall form conversions. Test 2 found that including a warning for those choosing "no" increased opt-in rates. Test 3 found that conditional thank you pages with social proof or reasons for opting in performed similarly, and a thank you page asking for one last opt-in also increased rates compared to an immediately disappearing page.

1. HELLO!

2. CLAIRE DONNER
claire@more-onion.com

3. OPTIMISING FORMS
FOR OPT-INS

4. TEST 1
CHECKBOXES VS
RADIOS

6. RESULTS
Opt-in rate
Checkboxes = 15.3%
Radios = 48.6%
STATISTICALLY SIGNIFICANT

7. RESULTS
BUT…
Radio = 5.2% drop in form conversions
compared to checkbox

8. RESULTS
Best of both worlds
Only show the radios to people already
on list?

12. TEST 2
WARNING TEXT FOR
PEOPLE CHOOSING
‚NO‘

14. RESULTS
Having the warning increased opt-in
rate by 5.5% - 6%
STATISTICALLY SIGNIFICANT

15. TEST 3
CONDITIONAL THANK
YOU PAGES
(which types are most effective?)

20. RESULTS
V1 Social proof` 11% opt-in
V1 Reasons 12.8% opt-in
NOT STATISTICALLY SIGNIFICANT

22. RESULTS
V1 – Don’t disappear 9.4%
V2 – One last thing 14.77%
NOT STATISTICALLY SIGNIFICANT
(small sample sizes)

24. CLAIRE DONNER
claire@more-onion.com
www.more-onion.com