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List growth

Build your audience faster

The bigger your audience, the more revenue you can bring in. 

You should have at least two sign-up forms live on your website, but don't stop there. Encourage your email subscribers to join your SMS list, build a VIP audience, and add consent at check-out to get started. Use forms to grow your list and your first-party database so you can segment even further.

Your list growth checklist

Launch at least two on-site forms deployed (i.e., pop-up with teaser plus embed).

Maintain an average monthly submit rate > 3.0%.

Collect consent at check-out.
 

Best practices & strategic guidance

Follow the best practices below to grow your list size and collect more first-party data that you can use to personalize both your retention and acquisition strategies. 

Select a segment to dive deeper:

For entrepreneurs

Small businesses

Enterprise brands

For entrepreneurs

Launch an exit intent pop-up form:

Trigger a pop-up form on exit intent to incentivize sign-up by offering updates on new products and promotions alongside a discount.

Why? For new site visitors who have not yet subscribed or become “identified” to your business, capturing their information for future marketing is critical to building your brand’s audience. Once you have their email, you can work to convert these visitors into paying customers through flows and campaigns.

What: Ask for an email address and a phone number for SMS marketing. Offer a promotional discount your brand is comfortable with to acquire this new lead (common incentive: 10% off a first purchase, with an expiration of 7 days to create urgency). If there’s information that would help you personalize future marketing—pet type, skin care problem, etc.—you can also collect that here. Adding more fields to your form may reduce completion rates, so A/B test before committing to a direction.

Note: Consider using an exit intent pop-up for first-time visitors. Always use a teaser-style form to improve opt-in rates as shoppers continue returning to your site.

Add a footer form:

For site visitors who scroll to the bottom of your website, incentivize sign-up by offering updates on new products and promotions.

Why? This is a non-obtrusive, low-commitment, but effective way to encourage a new site visitor to express interest in building a relationship with your brand.

What: Given the footer form’s position on the website, ask for an email address only to improve the volume of opt-ins. Consider offering a promotional discount to new subscribers here if you also offer one in other lead capture methods.

Ask for email consent during check-out:

This is a method to collect email marketing consent at the time a shopper is placing an order.

Why? When customers complete the check-out process, they already have to enter their email address. This is an excellent opportunity to ask customers if they would also like to receive email marketing.

What: Include a checkbox, default unchecked, where a customer can indicate they would like to receive marketing follow-up from your brand––for both email and SMS.

Quick tip

  • Sync your subscriber list to a custom audience in Meta and Google, then create a lookalike audience to find similar shoppers. This will drive more high-quality traffic to your website.

Coordinate your use of ad networks with Klaviyo

  • If you’re using Meta, Google, or other channels for acquisition, create an on-site form targeting traffic coming from those platforms. This way, you can create a consistent experience from your ad back to your website. For example: If you are offering a 5% discount on your Facebook ad, create a pop-up form that reiterates that offer for traffic coming to your site from Facebook. 

For small businesses

Prioritize experimentation within your mainstay forms.

Experiment with your homepage sign-up form: 

Drive the majority of your new sign-ups with your homepage sign-up form by adjusting:

Pop-up timing: how soon the form appears after a visitor lands on your site

Content: different incentives, or no incentive

Targeting: different forms for customers who have not opted into marketing vs. net-new leads

Experiment with different types of forms:

Consider A/B testing fly-out forms to grab attention and promote key products or bundles when existing customers land on your website. Target these forms to segments for cross- or up-sell opportunities, where the CTA is to view a given item or add to cart. This is a great and low-lift way to personalize your web experience.

Optimize your forms with AI:

Klaviyo AI’s forms display optimization feature tests multiple versions of your form to find the highest-converting display time. No need to run A/B test after A/B test to find the best display time—Klaviyo AI does this for you, then sets the winning form live.

For enterprise brands

Take advantage of your high visitor volume and drive incremental conversion gains by experimenting with more nuanced aspects of your forms.

  • Use UTM targeting to personalize form experiences based on the source of new traffic.
  • Introduce quizzes for more sophisticated lead capture.
  • Prioritize forms and quizzes for progressive profiling, to collect more information on both new and existing subscribers and enhance omnichannel personalization.

Quick tip

Personalize ever further with Klaviyo's API

Use embedded Klaviyo forms to personalize banners or sections of your site, or leverage Klaviyo’s group membership APIs for more robust and holistic web personalization powered by Klaviyo data. (Note: This feature requires Klaviyo CDP.) 

If you do nothing else: Publish at least two forms to expedite list growth

Form conversion rate matters: 

The top 10% have a 3.6% conversion rate—and they’re continually optimizing it. 

What to do next: 
Launch at least two forms on your site—one for new visitors and another targeting email subscribers, encouraging them to join your SMS list. Then, A/B test offers to increase conversion. Learn how to build and customize your sign-up forms.

High-growth brands have at least two forms live on their site—typically one pop-up and one embedded form. 

Launch more forms

More inspiration & use cases 

4 list growth use cases from Creekside Nursery, Bear Paw, Caden Lane and Leonisa

Learn more

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