Capture new site visitors with forms
Most visitors won’t buy on their first visit, but that doesn’t mean they’re a lost opportunity. On average, it takes about six interactions before someone makes a purchase. A sign-up form helps you capture those visitors’ contact information so you can keep the conversation going. By nurturing these new contacts with targeted messages, you turn casual browsers into loyal customers, one touchpoint at a time.
How to reach your goals with forms
Sign-up forms are one of the best ways to get to know your site visitors. They help you collect the consent and information you need to deliver more personalized experiences. In Klaviyo, each form type serves a unique purpose. Explore the gallery below to see how each one can help you connect with visitors and reach your marketing goals.
Pop-up
What is it?
A form that appears over your site content while someone is browsing, making them hard to miss.
Ideal for:
Collecting email addresses, phone numbers, or other key details from new visitors to your site.
Example:
Beantown captures visitors’ attention with a pop-up form that appears when someone is about to exit the page.
Flyout
What is it?
A form that slides in from the edge of your webpage and stays visible without covering the main content. Flyouts are a subtle way to catch a visitor’s attention while they browse.
Ideal for:
Collecting additional information from existing subscribers or sharing announcements.
Example:
Beantown uses a flyout form to highlight flash sales, new product launches, and holiday promotions.
Embed
What is it?
A form that lives statically on a specific page or area on your site, such as in your website footer. Embedded forms stay visible as part of your page content and require you to paste the form’s embed code into your site.
Ideal for:
Collecting email addresses from passive site visitors.
Example:
Beantown includes an embedded form in their site footer for visitors who come ready to subscribe to email updates.
Full page
What is it?
A form that takes over the entire page, requiring visitors to engage before continuing to your site. Full-page forms are bold and attention-grabbing, making them highly effective for key promotions and updates.
Ideal for:
Collecting email or mobile messaging consent when offering a limited-time incentive, such as early access to a sale or new product launch.
Example:
Beantown uses a full-page form to promote exclusive offers and drive sign-ups during major sales events like Black Friday Cyber Monday.
Banner
What is it?
A non-intrusive form that stays visible as visitors browse your site. Banner forms are mobile-friendly and let you promote offers or collect sign-ups without interrupting the browsing experience.
Ideal for:
Highlighting ongoing promotions or special offers.
Example:
Beantown uses a full-width banner to promote free shipping on first orders. When visitors click the call-to-action button, a secondary form appears to collect email consent.
Drive list growth with key recommendations
Healthy list growth is a positive indicator that your marketing strategy has been successful. The more quality subscribers you acquire, the more your 30-day engaged segment will grow, and the more chances you’ll have at making a sale. Start managing your audience in Klaviyo by importing existing subscribers, using double opt-in, and reducing unsubscribes.
Migrate your contacts from a previous ESP or CRM
Your subscribers already know your brand, so don’t leave them behind. Import your existing contacts to Klaviyo so you can keep engaging them without interruption.
Klaviyo offers built-in integrations to migrate existing subscribers and customer data from certain ESPs (Email Service Providers) and CRMs (Customer Relationship Management). Visit our help center to find specific import instructions for your previous ESP or CRM.
If your previous ESP or CRM doesn't integrate natively with Klaviyo, you can manually import your subscriber data using CSV files.
Sync all sign-up sources to one main list
Make sure every sign-up source connects to the same main email list in Klaviyo. This keeps your audience organized and helps you send consistent messages to all subscribers.
For example, if you collect email consent at checkout, those subscribers should join the same list as visitors who sign up through your pop-up form.
View step-by-step setup instructions for your ecommerce platform below:
Enable double opt-in to protect your list quality
With double opt-in, new subscribers receive a confirmation message after signing up. They must confirm their subscription by clicking the link or replying to the message. If they don’t confirm, they won’t be added to your list.
All Klaviyo lists use double opt-in by default to help you:
- Grow your list with genuinely interested subscribers
- Prevent fake or mistyped contact details from being added
- Maintain strong deliverability and engagement rates
By filtering out spam bots and invalid contacts, you’ll build a healthier list and ensure your messages reach real people who want to hear from you.
Set clear expectations to build trust
Reduce unsubscribes by being transparent about what subscribers can expect from your messages. People are more likely to stay engaged when they know what they are signing up for, such as exclusive products, early access to sales, or helpful resources.
Be clear that by entering their contact information:
- They agree to receive marketing messages from your brand
- Consent is optional and not a condition for purchase
- They can unsubscribe from future marketing at any time
Use multi-step forms to create a smoother experience
Multi-step forms make it easier for visitors to share information without feeling overwhelmed. Instead of asking for everything at once, you can collect details over several short steps.
Start with the basics, like email or mobile messaging consent, then ask for additional information such as birthday, gender, or favorite color. These details, known in Klaviyo as profile properties, help you personalize your messages and strengthen your connection with subscribers.
Optimize the customer experience with form targeting
When and how a form appears can greatly influence how visitors engage with it. Klaviyo’s targeting and display settings let you decide who sees your form and when they see it, so you can create a more relevant and seamless experience.
For example, you might want to show a form only to new visitors or to your most loyal customers. You can decide who sees your form by setting conditions based on factors such as:
- Visitor: whether they are new or returning
- URL: the specific page they are visiting
- UTM parameters: to match campaign links
- Location: where the visitor is browsing from
You can also control when the form appears by adjusting settings like:
- Timing: after a certain number of seconds on the page
- Frequency: how often the form reappears
- Device type: desktop, tablet, or mobile
- Custom triggers: actions such as scrolling or intent to exit
Keep in mind that visitor targeting relies on Klaviyo’s cookie. If someone clears their cookies, uses a new device, or visits your site in a private browser, they will be treated as a new, anonymous visitor. Visit our help center to learn more about sign-up form targeting and behavior settings.