One-step forms have the fields that the consumer has to fill out, then an approval button. Two-step forms require the user to click once to say they are interested in the deal or contact page, and then they have to fill out the required fields and submit. The two-step process takes a couple of seconds longer, but the lead quality makes up for the consumers who change their mind halfway through the process.

The method behind the madness is pretty easy to follow. If your forms have one step, you’re more likely to have people click through and sign up without considering whether or not they are interested in continuously engaging with your business or blog. On the other hand, 2-step opt-ins are more deliberate and require the consumer to think through their decision. Consumers who are genuinely interested in what you’re offering or contacting your business will complete this extra step.