Opt-in Funnel

An Opt-in Funnel, also called a lead capture funnel, is a marketing strategy to turn website visitors into potential customers by collecting their contact information.

Usually, this funnel consists of two pages – a landing page and a thank you page – with an integrated email automation tool.1

Visual Representation:

Optin Funnel Visual Representation


The main purpose of an opt-in funnel is to grow your email list with qualified leads.2

It does this by collecting contact information from interested people.

This allows you to keep in touch with them using targeted email marketing tactics.3

How It Works

An opt-in funnel guides potential customers from learning about a product or service to providing their contact information in exchange for something valuable.

Here’s a breakdown of the typical process:

  1. Lead Magnet: The funnel begins with a lead magnet—a free item or service offered in exchange for contact details.
  2. Landing Page: A specialized landing page promotes the lead magnet, highlighting its value.
  3. Opt-In Form: Visitors submit their information via an opt-in form on the landing page.
  4. Thank You Page: After submission, users are directed to a thank you page.
  5. Follow-Up: Leads receive further communication and resources, guiding them toward purchasing.4


Businesses use opt-in funnels to capture leads on websites, landing pages, or even through social media platforms.

They’re often part of content marketing, e-commerce, and digital services strategies.

The funnel aligns with various marketing strategies, such as inbound marketing, content marketing, and email marketing campaigns.1


For instance, a health and wellness coach uses a free meal plan as a draw on her website.

People give their email addresses to get the meal plan and join her email list.

They then get a series of emails with more health tips, special coaching session deals, and webinar invites.

This helps nudge them towards booking a consultation or making a purchase.

Related Terms


1. Chowdhury, R. A., Prima, S., Barua, S., & Sultan, C. (2023, October 30). What is optin funnel? concept & use case to collect leads [2023]. WPFunnels. https://getwpfunnels.com/optin-funnel/

2. Gunelius, S. (2018). Ultimate Guide to Email Marketing for Business. United States: Entrepreneur Press. https://www.google.com/books/edition/Ultimate_Guide_to_Email_Marketing_for_Bu/5qBTDwAAQBAJ

3. Searchific. (2023, November 30). How to build your first Optin funnel so it converts – clickfunnels 2023. ClickFunnels. https://www.clickfunnels.com/blog/build-first-optin-funnel-converts/

4. Ilibasic, A. (n.d.). How to create an optin funnel. https://www.scaleandsimplify.com/create-optin-funnel

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