A/B Testing Idea #144 - Utilize a multi-step (at least 2) opt-in

Tactic_Utilize a multi-step (at least 2) opt-in


Whilst is might seem counter-intuitive, two-step opt-ins are actually more powerful than one-step opt-ins. A One-Step Opt-In consists of simply presenting input fields directly on the page, whilst a Two-Step Opt-In means you will display a link or button and only when visitors click that button will your input fields be shown. When visitors click the initial button in your two-step process, they’re usually trying to accomplish a goal (e.g. access an offer, see certain content, etc.). Visitors are clicking that initial step without necessarily realising that it will lead to another step. However, now they've reached a second step they feel compelled to continue on in order to remain consistent with their own initial behaviour of engagement. Therefore having that initial step before the "real" step of signing up or opting-in etc. will actually increase chances of conversion.

Inspired by Nick Kolenda 


  • Cognitive Dissonance (Festinger, 1957)
  • Commitment and Consistency (Cialdini, 1984)

The Research

Cognitive Dissonance

We prefer it when all our attitudes and beliefs are held in harmony and, when they aren’t, this produces an uncomfortable and detrimental Cognitive Dissonance.

Commitment and Consistency

Once we have publicly committed to something or someone, then we are more likely to carry through and deliver on that commitment in order to be consistent.

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