Which signup forms actually grow your email list?
Every pop-up and footer form has its own signup rate. Compare forms on submits per view, then check which ones bring subscribers who buy.
The Wizel Team
Email marketing strategist · · 2 min read
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Most stores have more signup forms than they realise: a pop-up, a flyout, a footer form, maybe a landing page left over from last year's giveaway. Each one collects subscribers at a different rate and attracts a different kind of subscriber. Adding them into one list-growth number hides both.
Two numbers for every form
2 numbers
views and submits give every form its signup rate
- Signup rate: submits divided by views. It shows how persuasive the form is to the people who see it.
- Submits: the actual number of new subscribers. A form with a great rate on a page few people visit won't grow your list much.
Read them together. A pop-up with an ordinary rate on your busiest pages can bring in more people than a well-designed form with a high rate on a quiet page.
Then check who the form brings in
A form is only as good as the subscribers it brings. Compare forms on what happens next: how many of their subscribers place a first order, and how many unsubscribe or never open. A giveaway form can fill your list with people who wanted the prize, not the product.
Judge a form on the buyers it brings, not just the signups. Ten subscribers who buy are worth more than a hundred who never open.
Simple ways to lift a weak form
- Say what people get, plainly: early access, a first-order offer or a useful guide. “Stay in the loop” gives nobody a reason to sign up.
- Show it at a sensible moment, such as after someone has scrolled or spent time on a product page, rather than the second they arrive.
- Ask for less. An email address alone is easier to give than five fields.
- Change one thing at a time, so you know what moved the number.
Every new subscriber starts your welcome series, so a better form means a busier welcome flow. Make sure it's in good shape first.
Ask your own numbers in Wizel
With Klaviyo connected, the Wizel chat reads your form data:
- “Which sign-up forms are performing best?”
- “How many new subscribers did I get from each form?”
- “Show me conversion rates for all my pop-ups.”
Frequently asked questions
What's a good signup rate for a pop-up?
It varies a lot with your traffic, your offer and when the pop-up appears, so compare each form with your other forms and with itself over time. If one form's rate drops sharply, check what changed on the page.
Should I offer a discount for signing up?
It often lifts signups, but it can also attract people who only want the code. If you offer one, watch whether those subscribers come back at full price. A different reason to join, like early access, is worth testing too.
Are footer forms still worth having?
Yes. They usually collect fewer signups than a pop-up, because fewer people see them, but everyone who uses one chose to. Keep one, and judge it on the subscribers it brings.
