How To Optimize Signup Forms To Maximize The Rate At Which Your Email List Grows
How much traffic does your business website receive every month? 10,000? 50,000? 100,000?
Now compare that number with the number of people on your email list, and do the math on how much potential there is for growth.
Not using signup forms is like trying to fill a bucket with water, despite a big hole in the bottom. Signup forms are the way you plug the hole.
There are 4 different types of signup forms you can use, and you should be split testing with all of them.
Aren’t Signup Forms Annoying?
Some people also think emails are annoying. Others love buying from them.
Some people (like me) HATE receiving text message notifications, some people don’t mind.
As you’ve probably heard many times, what YOU think doesn’t really matter, it’s all about what your customer thinks that does.
And if they don’t mind it, then you shouldn’t either.
Don’t Signup Forms Cannibalize Initial Sales?
They can if you don’t set them up correctly.
When you set them up, be sure to exclude people who are visiting URLs that contain “checkout” or “cart”, so you’re not giving away discounts to people who are going to buy anyway.
If you want to be extra sure, test the difference that time delays make before the form shows, on your signup rate, and on your Shopify conversion rate. Such as 10 seconds vs 30 seconds.
How To A/B Test Your Forms
Things you can A/B test to see which combination yields the highest email conversion rates.
- Offers (such as % off, versus $ amount off)
- Timing (appearing immediately, vs after a certain delay)
- Creative (lifestyle image, versus product images)
- Headlines (focusing on different benefits of signing up)
- Colors (contrasting vs brand colors)
- CTAs (placement, text, color)
1. Popup FORMS
Popup forms are one of the most popular and effective types of signup forms. They appear on the screen, often triggered by a user action, such as scrolling halfway down a page or attempting to leave the site.
Best Practices for Popup Forms:
- Timing: Use exit-intent popups that appear when a user is about to leave your site, or time-delay popups that appear after a user has spent a certain amount of time on the page.
- Design: Ensure the popup is visually appealing and matches your site’s design. Use clear and concise language. The less text the better in general.
- Value Proposition: Offer a compelling reason to subscribe, such as a discount, exclusive content, or a freebie.
- Minimize Fields: Keep the form simple. Typically, asking for just an email address and first name is best. After rigorous split testing we’ve found people who’ve give their name and email are higher intent than those who only give their email.
Mobile Optimization: Make sure your popups have a version for desktop, and a version for mobile. It makes a big difference in conversion rates.
Example Popup Form:
2. Full page FORMS
Full page signup forms take over the entire screen, focusing the visitor’s attention solely on the form. This can be highly effective when used correctly.
Best Practices for Full Page Signup Forms:
- Use Sparingly: Since they are more intrusive, use full page forms sparingly, perhaps for significant announcements or special promotions.
- Compelling Offer: Ensure the offer is strong enough to justify the interruption. This could be an exclusive discount, a free eBook, or access to premium content. It has to be a no-brainer.
Example Full Page Form
3. Embed FORMS
Embedded forms are static forms that are placed directly within your website content, such as in the sidebar, footer, or within blog posts.
Best Practices for Embedded Forms:
- Visibility: Place embedded forms in high-traffic areas of your site where they will be seen by most visitors.
- Contextual Relevance: Ensure the form matches the content around it. For example, an embedded form in a blog post about gardening tips could offer a downloadable guide on seasonal planting schedules.
- Consistency: Keep the design consistent with your website’s overall aesthetic.Make it stand out, without looking out of place.
Here’s an example from yours truly…
Fly out FORMS
Flyout forms slide in from the side or bottom of the screen, catching the user’s attention without being as intrusive as a popup or full page form.
Best Practices for Flyout Forms:
- Subtle Entry: Use animations that are noticeable but not disruptive. The form should feel like a natural extension of the page.
- Timing and Triggers: Set the flyout to appear after the user has spent a certain amount of time on the page or scrolled a specific percentage.
- Strong CTA: Make sure the call-to-action is compelling and clear
Example FLYOUT Form
