- beehiiv Blog
- Posts
- Why Your Email Landing Page Is Failing (and How To Fix It)
Why Your Email Landing Page Is Failing (and How To Fix It)
How To Transform a Basic Landing Page Into a Converting Machine
Linda Hwang
February 21st, 2025
Table of Contents
Many creators, business owners, and marketing professionals struggle to convert visitors into subscribers on their email landing pages. These pages fail to engage or convey the value of joining an email list, resulting in missed opportunities to build meaningful relationships with their audience.
This is where beehiiv comes in as a powerful solution.
By mastering effective landing page design with beehiiv, you can create an irresistible gateway that not only attracts visitors but also converts them into loyal subscribers.
As Jon Finkel, acclaimed author, fitness enthusiast, and creator of the popular newsletter Books & Biceps, once said, “Just like authors spend significant time making sure we get the cover of our books right, newsletter creators have the same chance to make a powerful impression with their landing page and email design.”
Your email list is a vital asset for nurturing relationships and driving engagement. Leveraging beehiiv can supercharge your marketing efforts and boost your conversion rates.
Curious about how Finkel tackles the nuances of fitness and combines it with books, dad stuff, and pop culture? Read about it here.
Let’s continue our discussion on creating an effective landing page.
The Importance of a Well-Designed Email Subscription Landing Page
Where competition for attention is fiercer than ever, a well-designed email subscription landing page can be the determining factor in converting casual visitors into dedicated subscribers.
This crucial gateway showcases the value of joining your email list and establishes a strong first impression, setting the stage for meaningful and lasting relationships with your audience.
“I started the newsletter in January 2023. I had zero subscribers back then, and my X (Formerly Twitter) account also only had a thousand followers. It was just some friends or people I followed that followed me back,” shared Rowan Cheung, founder of The Rundown AI newsletter.
As we delve into the significance of these landing pages, it's essential to understand why email subscriptions are a cornerstone for business growth.
“My open rate is like 42% now, and it's going up. My average click rate is 13.8%. My Twitter account—I'm over 100,000 followers now. Like I said, three months ago, I was at a thousand, so it’s been a crazy ride. But, to be honest, I feel like I'm just getting started,” continued Cheung.
Cheung’s newsletter experienced increased engagement as his audience grew, which is quite rare in the newsletter industry.
Are you interested in artificial intelligence (AI) and the latest updates? Subscribe here:
Now, let’s explore the significant impact of email subscriptions and their correlation with business growth.
Why Email Subscriptions Matter for Business Growth
Email marketing continues to be an incredibly powerful tool for business growth, boasting an impressive average ROI of $42 for every $1 spent.
With unpredictable social media algorithms leading the charge—often as volatile as a toddler's mood—email stands out as the dependable friend that consistently delivers results.
Crafting a compelling email subscription landing page is a crucial first step in building this valuable marketing asset.
Platforms like beehiiv are revolutionizing this space.
beehiiv recently unveiled updates to their landing page capabilities, including innovative features for creators eager to enhance their subscription pages.
Features like headers, widgets, animations, and more!
With email, you don't have to worry about engagement fluctuations; you can consistently nurture relationships, share valuable content, and ultimately drive sales.
Jack Appleby, founder of Future Social newsletter, once shared that he found that subscribers wanted to learn from subject matter experts.
Appleby said, “People want to learn how to make a professional social media, whether you’re a young social pro who wants to know how an experienced person's done it or you're a traditional marketer that wants to know more about a very important discipline within marketing.”
Appleby added, “I always want someone to have an actionable takeaway. You should learn how to do something by reading it.”
Interested in Future Social? Subscribe here.
Key Elements of a Successful Landing Page
Creating a successful landing page is essential for capturing leads and converting visitors. The most effective landing pages share several key components that attract attention, build trust, and drive action.
Here’s a comprehensive guide to the critical elements that make up an effective email subscription landing page:
Compelling Value Proposition: Clearly articulate why someone should subscribe. Your value proposition should communicate the unique benefits they’ll gain by signing up, directly addressing their needs and interests.
Attention-Grabbing Headline: The headline is the first thing visitors will see, so make it strong and engaging. Evoke curiosity or offer a clear benefit to encourage further exploration.
Concise and Compelling Copy: Your landing page messaging should be clear and tailored to your target audience. Use persuasive language that resonates with their needs, focusing on how your offering can help solve their problems.
User-Friendly Opt-In Form: A simple and intuitive form is critical for conversion. Minimize the number of fields to reduce friction; often, just asking for an email address and first name is sufficient.
Irresistible Offer or Lead Magnet: Provide an enticing incentive for visitors to subscribe. This could be a free ebook, a discount code, exclusive content, or a valuable resource that aligns with their interests.
Trust-Building Elements: To build credibility, incorporate social proof, such as testimonials or case studies. Displaying user reviews or the number of subscribers can reassure potential subscribers that they are making a wise choice.
Visual Design and White Space: A clean, professional design enhances trust and engagement. Strategic white space and a clear visual hierarchy guide users' eyes to the most important elements, ensuring that the page doesn’t feel cluttered.
Strong Call to Action (CTA): Your CTA should stand out and inspire action. Use contrasting colors and action-oriented language and position it prominently on the page. Phrases like "Join Now" or "Get Your Free Resource" are effective.
Optimized for Mobile: Ensure that your landing page is fully responsive and user-friendly on all devices. Users are increasingly accessing websites via mobile phones, and a seamless experience can greatly impact your success rates.
Designing a High-Converting Email Subscription Landing Page
Creating an email subscription landing page that converts visitors into subscribers requires a strategic blend of captivating and persuasive elements.
Crafting a Compelling Headline and Subheadline
Crafting a compelling headline and subheadline is essential for attracting subscribers to your newsletter. Here are actionable tips, along with examples, to help you create engaging and effective text:
Communicate Value Clearly: Your headline should immediately convey what readers will gain by subscribing. Use clear and straightforward language.
Example: “Unlock Exclusive Marketing Insights Every Week!”
Incorporate Social Proof: Adding numbers or testimonials can create trust and demonstrate popularity. This can motivate potential subscribers to join.
Example: “Join 20,000+ marketers who trust our weekly insights!”
Highlight Timeliness: Make it clear that your newsletter delivers up-to-date and relevant information. This can encourage immediate signup.
Example: “Stay Ahead in [Your Industry] with Weekly Updates!”
A/B Testing for Optimization: Use A/B testing to experiment with different headlines and see which ones resonate best with your audience. This helps refine your message for better engagement.
Once you have your headline, here are some tips for creating an engaging and effective subheadline:
Expand on the Headline: Your subheadline should clarify the benefits further and entice readers to subscribe. Include actionable elements that highlight what readers can expect.
Example: “Join thousands of marketers receiving actionable strategies and industry trends straight to their inbox.”
Create a Sense of Community: Use inclusive language to make potential subscribers feel like they are joining a vibrant community.
Example: “Become part of a thriving network of professionals sharing insights and strategies!”
Encourage Action: Incorporate calls to action that motivate the reader. Phrasing that creates urgency or excitement can increase conversions.
Example: “Don’t miss out—subscribe today for your competitive edge!”
By combining these strategies, you can create headlines and subheadlines that capture attention and effectively communicate the value of your newsletter.
Here’s how it all comes together:
Full Example:
Headline: “Unlock Exclusive Marketing Insights Every Week!”
Subheadline: “Join 20,000+ marketers receiving actionable strategies and industry trends straight to their inbox. Don’t miss out—subscribe today for your competitive edge!”
Implement these tips to craft compelling headlines and subheadlines that attract attention, drive sign-ups, and build a loyal subscriber base.
Best Practices for Opt-In Form Design
Creating an effective subscription form is key to maximizing user sign-ups.
Here are some actionable tips to help you design a form that balances simplicity with functionality:
Minimize Required Fields: Keep it simple! Sometimes, just asking for an email address is sufficient. The fewer fields you have, the less likely users are to abandon the form.
Use Engaging Calls-to-Action: Replace generic button text like "Submit" with more inviting phrases such as "Join the Community" or "Get Free Tips." This adds a friendly touch and encourages users to take action.
Implement Smart Form Validation: Ensure that the form provides immediate feedback as users fill it out. This can help prevent errors and enhance the user experience.
Design for Clarity: Use contrasting colors for the form elements to make your form visually appealing. Ensure that labels are clear and visible and provide ample spacing between fields to prevent a cluttered appearance.
Offer Friendly Error Messages: If a user makes a mistake, use helpful and upbeat error messages. This will create a more positive experience and encourage users to correct any issues.
Highlight the Form’s Importance: Make sure the form stands out on the page by using design elements such as borders, shadows, or background colors that draw attention without overwhelming the user.
The Role of Visuals and Layout in Conversion
Visual elements are essential for captivating visitors and boosting conversions.
Ricky Figueroa, founder of Pixels Design Studio, a newsletter design studio, once said, “A good newsletter design should be clean, uncluttered, and consistent across issues.” He would know, as his newsletter, Ponderer, is one of the best-designed newsletters on beehiiv.
With the dream builder features from beehiiv, creators will have powerful design tools at their fingertips, including customizable templates optimized for conversion, dynamic content blocks, advanced styling options, and mobile-responsive layouts.
A compelling landing page often relies on the adage that a picture is worth a thousand words.
High-quality images or graphics reinforce your message and resonate with your target audience, making them more effective, especially when showcasing a lead magnet.
Here are some additional tips for amplifying your layout:
Keep your layout clean and uncluttered to ensure a seamless user experience.
Ample white space enhances readability and makes your calls to action easy to spot.
Prioritizing a responsive design will help you connect with your audience wherever they are, as more users browse on mobile devices than ever before.
Jon Finkel also noted, “The design's aesthetic appeal is likely not a make-or-break factor for subscribers.” While he believes that design can enhance the reading experience, he doesn't think people subscribe or unsubscribe based solely on the color scheme or design elements.
Creating an Irresistible Offer
Creating an irresistible offer on your landing page is the key to turning visitors into loyal subscribers and driving your conversion rates to the sky.
Using Lead Magnets To Attract Subscribers
Lead magnets are a highly effective way to increase your subscription rates.
A lead magnet is a valuable resource that you offer in exchange for an email address. It can take many forms.
To create an appealing lead magnet, consider the following options:
Industry Reports or White Papers: These in-depth documents establish authority and provide valuable insights, making them appealing to niche audiences.
Free Email Courses: Engaging and educational, an email course delivers a series of lessons directly to subscribers, encouraging them to stay connected.
Exclusive Templates or Tools: Offer practical resources that simplify tasks for your audience. These can range from budgeting spreadsheets to social media calendars.
Early Access: Give subscribers a sneak peek at new features or content. This not only adds value but also fosters a sense of community and exclusivity.
Special Discounts or Offers: A discount on the first purchase can be a powerful incentive that drives immediate action, especially in e-commerce.
Here are some actionable tips for creating effective lead magnets:
Know Your Audience: Tailor your lead magnet to address the specific needs and interests of your target audience. Conduct surveys or polls to gather insights.
Provide Real Value: Ensure that whatever you offer genuinely helps your audience—in the fitness industry, for example, a free 7-day workout plan could attract potential clients.
Keep It Simple: The sign-up process should be straightforward. Once users subscribe, they should be able to access the lead magnet easily.
Promote Your Lead Magnet: Highlight your lead magnet on your website, social media, and email signatures. Create compelling calls to action that encourage sign-ups.
Automate Delivery: Utilize platforms like beehiiv to automate the delivery process of your lead magnets to new subscribers. This not only saves time but also enhances the user experience.
Crafting a Strong Call-to-Action
To create an effective call-to-action (CTA), focus on clarity, urgency, and appeal. Your CTA should be specific and compelling, encouraging immediate engagement.
Instead of a generic phrase like "Subscribe Now," try using targeted phrases such as:
"Yes, I Want Weekly Marketing Tips!"
"Send Me My Free Ebook!"
"Start Your Free Newsletter!"
"Join Our Community!"
To enhance visibility, use a contrasting color for your CTA button and position it prominently on the page.
Don’t hesitate to repeat the CTA throughout a longer landing page to maintain engagement.
Here are some additional steps you can take:
Choose a specific and compelling phrase for your CTA.
Design a standout button using contrasting colors.
Place the CTA in multiple locations on your landing page.
Test different phrases and placements to find what works best for your audience.
Social proof is a powerful tool that can significantly boost conversion rates. Incorporating elements such as subscriber counts, endorsements from notable companies or individuals, genuine testimonials, and media mentions or awards can reinforce trust and credibility around your service.
Here are some effective strategies to leverage social proof:
Highlight Subscriber Counts: Impressive subscriber numbers, such as "Join 50,000+ happy subscribers," can be incredibly persuasive. They create a sense of community and encourage others to join.
Showcase Testimonials: Real testimonials from satisfied subscribers can enhance credibility. Select impactful quotes that reflect the value of your emails and the tangible results subscribers have achieved. Whenever possible, include a photo and full name to add authenticity.
Leverage Media Mentions and Awards: If your service has been featured in reputable media outlets or received awards, prominently display these accolades. This can reassure potential subscribers of the quality of your service.
Integrate With Reviews Platforms: Utilizing platforms like Trustpilot can provide an additional layer of social proof. Ratings and reviews from an independent site can bolster trust among prospective subscribers.
Engage With Notable Endorsements: If well-known companies or individuals endorse your service, highlight their names to build credibility. This association can positively influence potential subscribers.
Here are some ways to create effective social proof:
Regularly update your subscriber count to keep it relevant.
Curate testimonials that address specific pain points or concerns potential subscribers may have.
Create visually appealing graphics to display social proof elements on your website or emails.
Encourage satisfied subscribers to share their experiences on social media, expanding your reach and social proof.
Optimizing User Experience for Higher Conversions
Optimizing user experience for higher conversions is paramount to maximize the success of your email campaigns.
Below, we have listed some strategic steps for optimizing user experience.
Mobile Optimization for Landing Pages
Mobile optimization is essential, as over 50% of email opens, and more than half of all web traffic now comes from mobile devices.
With this in mind, beehiiv’s new dream builder launch introduces enhanced mobile optimization features to ensure that your landing page captivates users on any screen size. To achieve this, use a responsive design that effortlessly adjusts to varying screen dimensions.
Ensuring Fast Loading Times
Page speed is crucial for conversion rates, as even a slight delay can significantly increase bounce rates.
To ensure that your landing page loads quickly and efficiently, consider the following optimization strategies:
Image Optimization: Compress images to reduce file size without sacrificing quality. Tools like image compressors or formats such as WebP can be beneficial.
Minimize Code: Streamline your HTML, CSS, and JavaScript. Remove unnecessary characters, comments, and unused code to improve load times.
Reliable Hosting Provider: Choose a trustworthy hosting service that guarantees fast server response times.
Lazy Loading: Implement lazy loading to defer the loading of off-screen images and videos so they only load when they're in the user's viewport.
Leverage Browser Caching: Set up browser caching so that returning visitors don’t have to reload the entire page, enhancing their experience.
Reduce HTTP Requests: To decrease the number of HTTP requests, limit the number of elements on your page, such as scripts and images.
Use a Content Delivery Network (CDN): A CDN helps deliver your content faster by caching it on multiple servers around the globe, bringing it closer to your users.
Additional Tips:
Optimize Fonts: Limit the use of web fonts and ensure that they load quickly by using font-display: swap.
Remove Redirects: Minimize redirects to reduce additional loading time.
Monitor Performance: Regularly check your page speed using tools like Google PageSpeed Insights or GTmetrix and adjust your strategies based on the feedback.
Remember, as Google indicates, the probability of bounce increases by 32% when page load time increases from 1 to 3 seconds. Prioritize speed to enhance user experience and drive conversions!
A/B Testing for Continuous Improvement
Regular testing is essential for optimizing your landing page performance.
By leveraging A/B testing, you can effectively experiment with various components such as headlines, copy, form layouts, CTAs, images, and color schemes.
This approach allows you to discover what resonates most with your audience, enhancing engagement and conversion rates.
Mady Maio, founder of Camber App and LA Happenings by Camber, a popular newsletter on beehiiv, once said this about A/B testing: “I love [beehiiv] has drag and drop. Obviously, it fits perfectly with our brand, and I was able to put everything in super seamlessly. I love the A/B testing of subject lines. That's been really cool.”
You can also use tools like Google Optimize or Optimizely to streamline the testing process.
For the clearest results, focus on changing one element at a time, ensuring that you can accurately assess its impact.
Why Trust Me
Linda Hwang has extensive experience in B2B marketing and previously worked at a renowned international facilities management company. There, she played a crucial role in creating effective content and social media marketing plans. Now, Hwang is a marketing consultant who helps small businesses create compelling brand stories.
Integrating Your Landing Page With Email Marketing Tools
Connecting Your Landing Page to Email Marketing Platforms
beehiiv's platform is designed for seamless integration with popular email marketing tools, making it a breeze to sync subscriber data automatically, implement custom tracking, and set up automated workflows.
Once you’ve crafted your stunning landing page—thanks to their intuitive drag-and-drop editor—you’ll want those email addresses to feed directly into your marketing strategy.
With the new beehiiv update dream builder, you can build a handful of pages, like the home page, subscribe page, and author page.
You can disable unnecessary pages, create new ones, and fully customize existing pages to fit your vision.
Automating Follow-Up Emails for New Subscribers
Create an engaging welcome sequence that captivates your new subscribers and sets the stage for future communications.
Dakota Robertson, creator of Capital Creators, had this to say about beehiiv’s automation: “I’m trying to get people onto my newsletter because once I get somebody onto my newsletter — like with beehiiv Automations — I can send the welcome sequence.
Robertson added, “This gives my subscribers a bit more information on my personal story, my journey, my values, results I've gotten for people, and basically warms them up to who I am and what I do.”
Here are some steps to automating your follow-up emails:
Start by expressing gratitude for their subscription, which builds a positive initial connection.
Clearly outline what subscribers can expect in future emails, including the delivery of their promised lead magnets and access to your best content.
Encourage social sharing to help grow your community.
Don’t leave them in the dark after they subscribe!
With beehiiv's automation features, you can effortlessly design a series of nurturing emails that guide new subscribers toward becoming loyal fans and customers.
This proactive approach not only fosters engagement but also strengthens their connection to your brand.
Tracking Performance and Analyzing Results
To optimize your landing page performance, regularly monitor key metrics such as conversion rates, bounce rates, time on page, form completion rates, and mobile versus desktop performance.
Use beehiiv's analytics dashboard for real-time tracking and actionable insights.
The analytics tools become essential post-launch.
Understand which traffic sources yield the most subscribers so that you can refine your marketing strategies accordingly.
For instance, if social media is driving significant traffic, consider enhancing your presence on those platforms.
Conclusion
Creating an effective email subscription landing page is a blend of art and science. It demands a keen understanding of design, content, and user experience.
With platforms like beehiiv, especially with their innovative dream builder features, crafting high-converting landing pages has never been easier.
If you’re ready to elevate your email marketing, beehiiv provides powerful tools for building impressive landing pages, automating your campaigns, and gaining valuable insights through analytics.
Don’t wait—start implementing these strategies today and watch your subscriber base grow while nurturing meaningful connections with your audience!
Reply