Understanding multi-step forms

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You will learn

Multi-step forms make it easy to learn about your subscribers and collect consent for multiple marketing channels without intimidating visitors with a large or clunky form. Use this feature to present just a few questions at a time, and capture as much information as your subscribers are willing to provide. 

In this guide, you’ll learn about how multi-step forms work and some best practices for using them. If you’d like to learn how to create a multi-step form, head to our guide how to create a multi-step form

Use cases for multi-step forms 

Grow your SMS list without slowing email growth 

In general, sign-up forms that collect email consent have higher conversion rates than forms that collect SMS consent. When collecting SMS and email consent in a single form, you can inadvertently slow down the growth of your email list.

To avoid this, use a multi-step form. Collect email addresses in the first step, then SMS consent in the second step. If a visitor only completes step one, you’ll be able to reach them via email, and can encourage them to subscribe to SMS marketing in the future. 

Manage your channel consent with separate lists

If you’re using a form that collects email and SMS consent on 2 different steps, you have the ability to choose 2 different lists for your new subscribers to collect to. Klaviyo recommends using separate lists to help you honor your shoppers’ preferred channels, and keep track of email and SMS list growth.

You can choose separate lists on form creation with a multi-step template from the form library simply by selecting a different list for your email subscribers and your SMS subscribers to submit to when they fill out the form.

Note that if you do not already have an SMS subscribers list already, Klaviyo will create one for you automatically when you choose this option. 

The modal that pops up when you select to use a multi-step form which allows you to select two separate lists for email and SMS subscribers.

Alternatively, if you build your form from scratch or want to update an existing form, you can manually update your form to subscribe your visitors to different lists.

Collect profile data

Detailed profile data, like a subscriber’s name, birthday, or interests, can help you target your marketing and provide a highly personalized experience to your subscribers. By adding a Profile Information step to a multi-step form, you can ask new subscribers to share this information without needing a large sign-up form with a lot of fields. 

To collect additional profile data in a multi-step form, add some basic fields to your form’s first page (e.g., first name, last name, and email address). Then add a second page with other input fields, like birthday or interests. Once subscribers have filled out the form, you can create segments to better target them, or use flows to send personalized messages (e.g., a birthday flow). 

Add pre-engagement steps

If you’d prefer to get buy-in from your visitors before asking them for any information, create a sign-up form with a pre-engagement step. For example, create a form with the message “Want 15% off your next order?” and a “Yes” button (and, optionally, a “No, thanks” button), but no input fields. Then, in the second step of the form, ask for an email address or phone number where the customer can receive the offer. 

How multi-step forms collect information 

Klaviyo stores information from each step of your form as the visitor proceeds through it. This means that if someone only fills out 1 page, any information they submit from that page will be added to their Klaviyo profile. 

If your form’s first page collects profile properties, but doesn’t collect an email or phone number, Klaviyo will hold the information until the visitor adds either an email or phone number. If an email or phone number is never provided, the information will not be added to a Klaviyo profile. Klaviyo does not track anonymous visitors. 

Targeting multi-step forms

A multi-step form offers the same targeting options as a single-page sign-up form. This means you can set a multi-step form to appear to users in certain locations, or who meet certain criteria. 

Targeting based on lists and segments relies on Klaviyo’s cookies. To learn more, head to our guide on cookies in Klaviyo

If your multi-step form collects both email and SMS consent, consider setting the form to not appear for subscribers who have already signed up for either channel. To do so, click Targeting & Behaviors. In the section labeled Targeting, select visitors in a list or segment, then check Don’t show to visitors in certain lists or segments. Select your main email and SMS lists. 

The targetting menu for a form with the options filtered to not show to users who are already subscribed to your main email or SMS list.

You can create separate forms to target profiles that have subscribed to just 1 channel. For example, create a form to collect SMS consent, and set it to display only to email subscribers who have never subscribed to SMS. Create a segment like this: 

If someone is in / is not in list > is in [Email List]


If someone is or is not consented to receive SMS > Is consented to receive SMS

Then, in your form’s Targeting & Behaviors, set the form to only appear to this segment. 

Limitations of multi-step forms

Multi-step forms offer a linear path through a series of pages. It is not possible to skip a single page of a form for certain site visitors. However, you can clone your multi-step form, then target the 2 copies of the form to different audiences and customize them as desired. 

The maximum number of pages in a form is 4, plus an optional success message. 

Klaviyo’s forms cannot track information from anonymous visitors, so if someone fills out a form step but never provides a unique identifier (either an email or phone number), their information will not be available in your account. 

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