Guide to Optimizing Your Signup Form Experience

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Signup forms are essential to your marketing. You can use them to encourage someone to subscribe to your newsletter, direct your VIPs to an exclusive item, or show your new collection off to an audience you’re trying to winback. This guide will run through how to make the most of your signup forms by first delivering an ideal experience and then by making your form visually appealing.

Signup Form Experience

It doesn’t matter how great your forms look. If they aren’t giving the viewer a targeted, ideal experience, they are not going to perform optimally. Let’s dive into five tips to give your browsers the ideal signup form experience.

Target Based on Where Customers are in Your Funnel

Marketing funnels are a helpful way to understand the customer journey, from brand awareness on through brand advocacy. Below is an example of a sample marketing funnel. 


You can serve up different content to viewers depending on how they’ve interacted with your site and their status in the marketing funnel.

To start, people who are in the awareness stage most likely have not interacted with your brand before. You want to allow them to engage with you in a way that feels personal. The best way to do this is to show them a popup or flyout, encouraging them to subscribe to your newsletter.


Notice in the behaviors tab, this signup form is only appearing to people who are not in your Klaviyo account, meaning they are likely new browsers to your site. Additionally, you can use an offer to entice viewers to subscribe to your newsletter.

The next step in the marketing funnel is consideration. In this step, it’s vital that you give your customers the information they need to assist in the buying process. This will vary for each brand, but you should consider adding a quiz to your site or highlighting product pages. For this group, first, create a segment of customers who have been browsing around your site.


This segment will include people who have browsed your site recently but have never made a purchase. To these browsers, you can show a flyout that asks if they need help shopping.

After customers have put in their email address, trigger a flow email that branches based on their responses. Note that you’ll need to turn off smart sending for this email because the recipient will expect a response right away.
Giving them additional information will hopefully help push them to purchase. In your email, you can give an exclusive offer, encourage a buy one gift one option, or create urgency inside of the email as well.

Lastly, for those still evaluating, create a segment of customers who have been extremely active on your site, but have not purchased.

These browsers might need an extra push to complete their purchase. If they’ve already received an offer either in your welcome series or in the buying guide flow, show them a popup the next time they are on your site, reminding them of their offer. You also can consider sweetening the pot with free shipping or a special gift with their order. Whatever you choose, build urgency on your form. A simple way to do this is to add in a countdown timer.


Consider Someone’s Entrance to Your Site

The first time someone lands on your site, give them a personalized, on site experience. Add UTM parameters to your different calls-to-action (CTAs) and show different signup forms depending on how someone found your site.


From your email, you might want to have a popup that follows through on what was promised. Your signup form could highlight the discount that was offered in the email or remind them that they are getting exclusive access to a new item that is hidden on your site.

Social Media

From social media, you may want to encourage shoppers who have not subscribed to your email list to sign up. Like above, show your signup form with the ad specific UTM tag and to people who are not in your Klaviyo account. This is an easy way to generate more leads and to make sure your social media advertisements pay off.

Optimize for Mobile

Because many people shop on their phones, your mobile form experience has to be as good, if not better, than your desktop form experience. Design different forms for mobile and for desktop, to ensure your browsers are getting an optimal experience.

  • Limited Imagery
    Because you have limited space on mobile, remove all unnecessary images to not clutter your form.
  • Short Copywriting
    Again, because of limited space, condense your text to only include pertinent information.
  • Limited Asks
    Both because of limited space and also to get better form performance, only ask for information that is crucial. If you want to ask for more information, use a form to link to another page of your site.

Personalize by Page

If someone is spending a long time on one of your pages, you can trigger a popup to provide them with additional context and information they might need. For example, on your blog, after a browser has been on a particular blog page for more than 10 seconds, have a flyout that suggests they subscribe to your blog to receive more information.


Additionally, if someone is on your product page for a long time, encourage them to check out a social media hashtag or fill out a quiz to ensure they’re getting the best product to fit their lifestyle.


Lastly, if someone is on your homepage for a long time, you can direct them to your best sellers page or encourage them to sign up for your newsletter.


Test the Experience

After you’ve created forms to personalize your site, test the form experience to ensure that you aren’t bombarding your browsers with popups that might negatively impact their experience. Create a preview list and go through each customer form experience (e.g., browsers not in Klaviyo or in a particular segment, etc.) while navigating around your site.

Designing Your Forms

Form Goal

Before you get started crafting your forms, think about the goal behind your form. Do you want someone to subscribe to your newsletter? Do you want someone to return to their cart? Do you want to get someone to reengage with your brand after they’ve lapsed? Regardless of the purpose, before you start designing, have your goal front of mind so that your design decisions become easier. Below are some common goals and corresponding form ideas.

  • Driving Conversions
    • Offer discounts and coupons
    • Redirect to your best products and offers
    • Remind visitors about offers in their email
    • Encourage someone to return to their cart
  • Building Your List
  • Cart Abandoners
    • Encourage them to return to their cart
    • Offer an incentive to complete checkout
    • Increase the sense of urgency
    • Communicate the scarcity of your offer
  • Cross selling
  • Improving their experience
    • Ask for feedback
    • Display customer service options
    • Highlight your warranty and return policy

With your form goal in mind, let’s dive into tips for designing your forms.

Anatomy of a Signup Form

Regardless of its goal, all signup forms have the same basic ingredients.

  • Attention Grabber
    To grab someone’s attention, you could use imagery or copy to entice the viewer to your form.
  • Details
    After you have their attention, give the necessary details of your form. Try to use as few words as possible
  • (Optional) Subcopy
    This additional context is meant to reassure the viewer. For a newsletter subscription, for instance, the subcopy could let the browser know that you will not spam them with unnecessary emails.
  • Call to Action (CTA)
    This is the action that you want the viewer to take.

Successful forms have each of the above. Let’s highlight what makes a form aesthetically pleasing as you’re adding these components to your form.

Matching Your Brand

To start, your form should match your brand and fit in with the rest of your site, utilizing your brand colors, voice, and imagery. In the example below, think about which form looks more branded.

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The form on the left looks more branded as the colors and fonts look cohesive. If you want your form to have the same background as your site but still stand out, you can darken the rest of your site slightly. Head to the styles tab of your form and make sure that your form is a popup. Scroll to the form background section and select Overlay Color. Change the color to #000000 or black and set the opacity to between 20 and 40.


Select Publish to set your changes live. You can play around with these settings until you achieve your desired look.

Quality Imagery

Because photos are a good way to grab someone’s attention, you want to have high-quality images in your forms. There are two different types of imagery you can use with your forms — photos of your products and photos that evoke the emotion behind your product. When taking photos of your products, put them on a neutral, clean surface that shows off the product. You can have someone using your product or take a photo of the product alone.

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If you don’t have access to many high-quality photos of your product or you want to vary your on site imagery, use high-resolution photos of an emotion you want to portray with your product. In the example below, the signup forms are the same except for the images. On the right, the people having fun outdoors evoke an emotion of adventure and fun, while the form on the left evokes an emotion of calm and natural ingredients.

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Regardless of what you pick, your photos must have a purpose, enhance your form, and drive conversions rather than cluttering it.


After adding in attention-grabbing imagery, your copywriting is what browsers will see next. Like your imagery, your text should be compelling and entice viewers toward the goal of your form. Accordingly, do not be long-winded in your text. Your form should have no more than 50 words, unless entirely necessary. (This is excluding any legalese you might need for data protection laws. For more information on data privacy laws, head to our article on Best Practices for Complying with Data Privacy Laws.)

Within the text, make sure that your offer stands out in a larger font or color than the surrounding text. Also, include words that elicit feelings of uniqueness and urgency. Below are some examples that you can use to encourage customers to complete the objective of your form.

  • Exclusive
  • Seasonal offering
  • Limited time
  • Limited edition
  • Don’t miss out
  • Going fast
  • Almost sold out

Additionally, you can add in a timer to further inspire a sense of urgency. Head to our article on Adding a Countdown Timer to Your Emails and Signup Forms for more information.

Lastly, while optional, microcopy may help soothe viewers’ fears.


In the above example, the added text of “We promise not to spam ya” reassures the browser that they will not be spammed with emails, but will only receive content that they are interested in. Make this text a smaller font size than the rest of the form as it is auxiliary to the goal of your form.

Call to Action (CTA)

Your CTA should be big, bold, and obvious. It’s the most crucial part of your form. Reserve your most prominent brand color for your CTA. Additionally, write your CTA in the first person to incentivize browsers to click through.


With all of the above tips, your signup forms will be compelling, aesthetically pleasing, and enhance the on site experience.

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