How Did LeadPages go From 0 to 15,000 Customers in 12 Months?


Launched in January 2013, LeadPages has gained over 16,000 paying customers. Hitting a $3.5 million run rate the first nine months after launching, they are growing at about 20% month-over-month (compound growth).

The tips and tactics Tim Paige, Conversion Educator at LeadPages, shares in this webinar are based on billions of data points and thousands of split tests. LeadPages processes about 3 million opt-ins per month and about 15 million page views per month. They store billions of data points.

But how did LeadPages go from 0 to 15,000 customers in 12 months? In the webinar, Paige shares the following tips:

Create a Lot of Opt-in Opportunities (Webinars, Free Reports, Live Demos, etc.)

When LeadPages was created, Paige said the founders didn’t start by building a product. Instead, they went out and found the market first and built a product based on that market. They validated the idea’s value by focusing on opt-ins as the proxy for sales. They concentrated all their effort on making sure people were providing their email addresses. Today, that’s a huge currency.

As an example, Paige shared’s story. By the second blog post on their site, they had 19 opt-ins. Their mailing list now is up to 75,000 subscribers.

Remove the Opt-in Box from the Sidebar and Replace It with a LeadBox (or “Click-up” Box) That Appears Only When Requested

LeadPages saw a conversion increase of 32% on their site by making this change. This works because when people come to a website, they make a determination as to whether the page is a giving page or a taking page. When someone sees the traditional opt-in box, they think the page is a taking page. But if you give people the opt-in box only when they ask for it (for example, a pop-up box after clicking “Join Us”), they look at it as a giving page.

Another reason this works well is it forces someone to make a decision. 100% of the people who come to your website and don’t make a decision about whether to opt in will not opt in, but some percentage of the people who do make a decision about whether to opt in will opt in. The pop-up box is not something people can ignore. Rather, it forces them to make a decision.

This pop-up box creates behavioral inertia (the tendency to repeat the same behavior once established rather than change). What that means is if you can make someone commit at a low level of commitment (for example, clicking on a button or link), the likelihood that you’ll get them to commit at a higher level (like opting in) skyrockets.

Use the Right Kind of Opt-in for the Right Purpose

Don’t always use a “click-up” box. The rule of thumb is this: if you need to send people from page A (that is, a blog page) to landing page B to opt in, you probably should use a LeadBox/“Click-up” box instead of the landing page. If you don’t have to send people to the second page, you’ll see an increase in conversions on the first page.

The easiest type of landing page to create is a resource guide landing page. When someone opts into the page, they get a list of tools or resources. In the case of, the landing page and one-page PDF they sent to people took half an hour to create, but it got them more opt-ins and more consistent business results and growth than a page they created to give away a free video course.

Like these tips? You won’t want to miss Tim Paige’s other tips and tactics that propelled LeadPages from 0 to 15,000 paying customers in 12 months. Watch the webinar here:

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