Fix your email pop-ups to grow your list. Here’s how.
Email signup forms convert when the value is obvious, and the experience is simple.
People will happily give you their email.
They just won’t give it to you for nothing.
We tested this for a CPG brand.
A few changes to the signup experience increased new-visitor signup rate from 3% to 7%.
The difference wasn’t traffic.
It was the offer.
Every missed signup is a visitor you’ll have to pay to reach again.
Here’s 3 ways to prevent that:
1. Focus the signup around value
Most forms say something vague like: “Join our newsletter.”
That doesn’t give someone a reason to subscribe.
Instead, tell them what they’ll get:
- Early access to new product drops
- Exclusive guides and discounts
- First access to limited inventory
When the value is clear, more people subscribe.
Example: Hims offers a doctor-written guide in exchange for an email. One field, a clear benefit, and a direct CTA (“Get the guide”) make subscribing feel useful, not promotional.
2. Keep the form simple
Forms try to do too much at once.
Too much text, fields, and visual elements competing for attention.
The call-to-action button needs to be obvious and thumb-friendly for mobile.
Simpler forms convert better because the next step is obvious.
Example: Ridge keeps SMS signup short and sweet: one field and a clear perk (“Free shipping”). Visitors instantly understand the value of subscribing.
3. Offer a clear incentive
One strong incentive can dramatically increase signup rates.
Examples include:
- First order discounts
- Early access to launches
- Exclusive subscriber content
When signup feels effortless and the perks are easy to claim, more visitors complete it.
Example: HexClad clearly explains the value of subscribing: product launches, recipes, and exclusive promotions, before asking for an email. The form is simple and the benefit is obvious.
Better signup conversions improve everything downstream.
More people enter your flows, you capture more first-party data, and your email and SMS channels grow faster.
