Email Marketing

Sign-Up Forms: 15 high-converting examples & what makes them great

Sign-up forms are the mecca of email marketing campaigns. Get them right with these 15 examples that convert like crazy.

Sign-Up Forms: 15 high-converting examples & what makes them great

Email has been around for more than 50 years. Even with the boom in social media & texting and messaging apps, email marketing continues to be one of the preferred communication modes for modern customers. 

Email marketing is one of the preferred modes of communication

In fact, research found that email users grew to approximately 4 billion in 2020. It is also predicted that this will continue to grow at an annual growth rate of 3%, increasing user numbers to nearly 4.5 billion in 2024.

That’s a big market right there — and what’s interesting is that not only do people use email for formal communication but also for shopping, logging on to social media and subscription service sites, and more.

As a result, email marketing forms one of the most crucial elements of lead generation. If you want to do that well, the first step is to create an effective sign-up form that compels people to sign-up for your newsletter or marketing emails. 

Sign-up forms should also make a vital part of your customer acquisition and retention strategy since they can be used across all major marketing channels like social platforms, blogs and website landing pages. But — of course — the goals a sign-up form serves may vary from business to business.

All said, they’re important and it pays off when you nail them. To get started, here are 15 sign-up form examples that’ll set you up for success. From simply getting subscribers to installs, sign-ups and more, tailor them to match the action you need your website visitors to take!

15 customizable sign-up form examples for better conversions

1. Make them fun: Gamify signup forms

Gamify your sign up form example

Gamification is a great technique to attract new prospects and get them to engage with your website. Why? Because gamification creates a sense of excitement and anticipation of rewards when a user interacts with it.

Gamifying your signup forms can make them fun to engage with. A wheel of fortune sign-up form introduces an exciting way to get customers to subscribe. Your visitors get to spin a wheel and get prizes in exchange for their email addresses. These prizes can range from discount coupons, free shipping, or anything you’d like to offer. 

Why does it work?

No matter the age, everyone enjoys spinning the wheel. Even though website visitors might've stumbled on a lot of these, anything fun and interesting will let them remember your brand. 

The incentive here is a discount or a prize in exchange for the visitor's email address, of course. The motivation to stick around intensifies because of the offers you provide the visitor for sharing their email address. They will browse your products and use the offer by purchasing from you. 

You can also choose to place the interactive wheel in such a way that it benefits your visitors the most. This can be done by placing it on a particular product page or when the visitor is about to exit the website.

2. Offer them value: Lead magnet forms

Example of a lead magnet

A lead magnet form is an excellent way to offer something of value to your audience in exchange for their contact information. It's a powerful marketing tool that generates leads by offering long-form resources like free ebooks, whitepapers, templates, and useful downloadable assets. 

A lead generation signup form is crafted in such a way that it commands the attention of the visitor. In the above pictorial representation by BOOM, the bold headline tells the reader that they will get 10 makeup & beauty tips  if they fill the form. 

The striking CTA and the basic requirement of an email address make this sign-up a perfect example for lead magnets and newsletter sign-ups. However, if needed you can choose to add additional input fields.

Why does it work?

A well-designed lead generation can make up for website content that doesn’t click and give you a chance to retain website visitors who may otherwise drop off from your webpage.

Moreover, these forms promise a certain value to the reader and have the power to convert a first-time visitor into a loyal customer (based on the quality of the resource offered).

3. Make it simple: Include fewer input fields

Simple sign up form example

When you’re using a sign-up form to acquire more users or be able to drive them towards becoming a customer, you need more information. But no one likes to fill long forms and that’s something we’ve known for years!

But Sephora tackles this well by identifying the essential fields they need a visitor to fill up before joining their Insider Program. 

Why does it work?

Now while Sephora’s form definitely looks a little lengthier, it still converts. The reason being that they use this form on a page where they are getting a visitor who most likely has already bought from them, to join their loyalty program.

The page reinstates the benefits they get to avail from the program, making it a little more enticing for them to spend time signing up for it. 

4. Use captivating content: Sign-up form with unique copy

Unique copy in a sign up form

Copyhackers is a popular blog about copywriting. Now, given their forte with writing, they played to their strengths with their newsletter signup page having a well-written and captivating copy.

Why does it work?

Even though the sign-up form is pretty simple without fancy verbiage, the copy around it can attract the user. The brand is clearly communicating the value it’s email newsletters would bring to its subscribers. Along with this information, the brand lists out 9 benefits that subscribers will get, which includes social proof in the form of subscriber counts and a testimonial.

Moreover, the potential leads are already notified on the form that they can expect one email per week. This brings them confidence that their inboxes won’t be bombarded with a ton of emails from Copyhacker.

Want to become a pro at writing? Check out 14 Rules to Write Highly Persuasive Product Descriptions
Free conversion rate audit from ConvertCart

5. Attract with content they’d like to consume: Newsletter sign-up form

Smart content in sign up form example

This is a popular type of sign-up form used by companies to build an email list. By signing up on this form a visitor is aware that they will receive a weekly email. Moreover, since the input fields include only the email (and sometimes even the name), it doesn't require a lot of personal details to get signed up. 

An interesting CTA button such as the one mentioned above can also get the lead thrilled to sign-up. The tone of voice therefore reflected will give the subscriber an idea of what to expect from the weekly emails. With the help of straightforward copy, this type of form will easily help build your email list.

Why does it work? 

More than 50% of consumers like to gather as much information as possible around a product or a service before making a purchase decision. In fact, they like to analyse whether or not a business has the capacity to serve them in an authoritative way even before engaging them. 

This ‘give-first’ approach is a great way to win their trust.

6. Provide incentives: Promo/coupon sign-up form

Using a discount code in a sign up form

Who doesn't love discounts? Receiving promo codes and coupons, for filling out the sign-up form is an excellent way to generate leads.

This form is great to target visitors who've visited your websites in the past or those who are ready to make a purchase but need a little push. 

Any promotional offer you include must be the focus of the form. To get the potential lead’s attention, the content announcing the 30% promo code offer is in a different color from the rest of the text, but the same color as the call-to-action (CTA) box.

This signals to the visitor that to avail of the promo offer, they should first fill out the form. A quite clever way to build your mailing list.

Why does it work?

It is not surprising that such forms have higher conversion rates than usual.

Subscriptions based on promotional offers tend to work very well compared to those without, especially during seasonal events or the festive season (Halloween, Christmas, New Year's) or product launches where the brand can even advertise limited product availability.

Offering an incentive can boost your signup form conversion rate by up to 15%.

7. Ease out getting in touch: Contact us form  

Ask the Expert example of a sign-up form

This type of form is not so complex and prompts the visitor to give away only one piece of information i.e., their email address before they can ask a question. There's no beating around the bush, the form clearly states that once they sign-up, they get a chance to ask the experts a question. 

Why does it work?

Forms like these are perfect for visitors who read your blog and are keen to know more about the brand. They could also have questions about your product or service that they are still not sure on whether to buy or not.

Pro tip: Always keep these forms crisp as you’d want a visitor to sign-up and contact you as quickly as possible.

Hey, have you seen this? 10-point checklist for writing amazing welcome emails

8. Offer something for free: Freebie sign-up form

Freebie sign up form example

One way to drive up the sign-up conversions is by offering free stuff to the website visitor. In this example. it's clear that once the form is filled out, the user will receive a free ravioli. These types of forms work brilliantly through the year, when you need to convince skeptical internet users to engage with your business. 

Why does it work?

Freebies are a great way to build initial engagement with a visitor. Your conversion rates could go up by 15% when you offer an incentive in a sign-up form. These are great for top-of-funnel website visitors who typically need a trial or a little motivation to engage with your business. 

9. Get to know them better: Demographic sign-up form 

Sign up form example from SurfStitch

This form by SurfStitch not only asks the visitor to fill the name and email address field but also comes with an extra input field: Choosing the gender. This let’s you get one step closer to identifying your store visitor and the demographics they fall under. 

Why does it work?

Custom fields like this work great if you have a large target audience, spread across different demographics in terms of age, gender or even location. Considering the importance of personalization in email communication, this type of sign-up form also helps you implement segmentation.

But for this to be able to work, you need to have a broader categorization of your audience in place to be able to ask the right question. 

10. Personalized sign-up form

How Frank Body personalizes forms

Frank Body is a company that sells coffee body scrubs as skin exfoliators. They have a simple subscription pop-up form in the bottom right-hand corner a few seconds after you land on their site. 

Why does it work?

This pop-up subscription form appears at the perfect location on the webpage, making it hard to miss. Additionally, it provides visitors an incentive to subscribe and gain an additional benefit of 10 percent off on their first purchase. It serves as a great motivator for visitors to sign-up for Frank Body’s newsletter and in turn shop for products. 

Following the discount of 10%, there's a second line that says 'Give your inbox some love with new products, tips, & more,' this gives the visitors an idea of what they have in store when they subscribe. 

PS: Did you know that 43% of consumers in the United States are more likely to make a purchase from businesses that use personalization techniques? Read more about it here.

ConvertCart ebook eCommerce personalization

11. The good ol’ way: Simple sign-up form

A simple, straightforward sign-up form is a great way to increase conversions. A brand that has achieved success on this front is  Madewell.

Signing up with Madewell

Why does it work?

After you click the sign-up button on the homepage, a modal appears asking only for your email and nothing else. That makes the process easy and convenient.

12. Highlight benefits: Netflix sign-up 

Signing up with Netflix

When you fill your sign-up page with information on the benefits the subscriber will receive, it gives a boost to your rate of conversion. Especially if you’re offering something at a cost.  One such brand that's good at this is Netflix

Why does it work?

Netflix ensures that all of the benefits of signing up for a free 1-month trial are clearly visible when the user is signing up. In case of any questions, the toll-free number is also listed on the page. 

Netflix further assures us that it won't sell or rent your email address. Thereby instilling trust and promoting benefits as a means to increasing conversions. In addition to this, the OTT platform has an array of movie posters in the background to give a sneak peek to entice the visitor.

13. Build trust: Mint’s secure sign-up form

Mint high-converting sign-up form example

Mint, a personal finance app, offers financial services. Given the nature of its business, it ensures that its users feel comfortable sharing their personal information while signing up.

Why does it work?

Websites that offer financial services deal with delicate information. And it is imperative that such matters are handled seriously. Mint’s sign-up form understands the user’s apprehension in entering financial details 

The form does a great job of reassuring users by adding a padlock icon to their CTA buttons. This gives a sense of security and reassurance to the user.

Coming to the sign-up form, that's labeled 'Intuit' which is the parent company for Mint, the content stating “Create an Intuit account, One account for everything Intuit, including Mint.” puts the mind of skeptical users at ease.

The form asks for a minimum number of input fields (email address, phone no and password), thus making it very easy and quick to get started.

There's even a point where Mint stresses that the phone is the most secure method to verify your identity in the color orange to emphasize the importance of the statement.

14. Appeal to emotion: Volunteer sign-up forms

Volunteer sign-up form, cause marketing

This sign-up form can be used to  get volunteers, event invites, and product launches. The copy can be created in a way to instill a sense of FOMO (fear of missing out) and inspire visitors to sign-up. 

Why does it work?

This form attempts to grasp the visitors' attention by appealing to their emotional side. It uses content that echoes the sentiment of extending social service (Join Hands, Help Now) for the benefit of society. This makes the visitor who is filling it out feel like they can be part of the movement and have a greater purpose.

Moreover, the form is a single column in the image below and is limited to two fields and a CTA which makes it easier to sign-up. 

PS: Did you know that consumers are 4-6 times more likely to interact with a marketing message or a brand that supports a cause? 

15. Direct them: Call-to-action driven popup

Using CTAs in your forms

This sign-up form is from a website of a family-owned business Moscot, who’ve made their CTA sound a bit more personal as they invite website visitors to 'Join the family.'

Why does it work?

This sign-up form leverages a call-to-action giving a personal touch to the visitor. A sign-up form must have a strong call to action. To craft an effective CTA, write keeping in mind the reader’s point of view. Words amplifying benefits that the subscriber will get should be used like explore, join, save, and upgrade. 

Engaging CTAs like 'Get instant access' or 'Save money now!' will work better than the commonly used 'Subscribe Now!' The reason is simple: Consumers want instant gratification

Moreover, its personalization is coupled with a signup offer of 10% discount that can benefit the subscriber.

Sign-up forms not only help the business grow their mailing list in the quickest way possible, but it also helps visitors of the website to understand the brand better.

From motivating people to download a lead magnet to inviting them for a product launch, or even signing up for a Christmas special, the sign-up form can be customized according to your business needs.

To create an effective sign-up form, you can follow the below steps: 

Keep It Simple without the inclusion of unnecessary words and extra fields. 

Don't use two columns so that there's no room for misinterpretation. Make sure it is an end-to-end experience that can be achieved with a single-column form. 

Don’t ask for information twice as it could make the sign-up process frustrating. For example, when asking users to re-enter their passwords, you can offer a feature where they can unmask the password so they can double-check it before submitting the form.

Use a CTA button so that it makes it clear how a lead should submit the form they just completed. The CTA button should also be easy to see and use.

Remove distractions that include ads, photos, or videos. You can achieve better results, with a pop-up, a dedicated landing page so that visitors can complete the form without having to deal with much clutter.

Use Inline Form Validation so that incorrect information in the form fields gets an error message so they are unable to submit the form until they fix the  inline form validation. This ensures that only accurate information is submitted and, thereby, saves time for everyone.

Make the value of signing up clear so that your leads are motivated to complete the sign-up form quickly. You could be offering a free trial, first-time purchase discount, or weekly newsletter; it is important to state the value your lead will get on signing up.

Show social proof in the manner of testimonial quotes or product reviews. It's a common trait for an online shopper to check the product review before making a purchase decision. This is why marketers rely on the use of social proof to get their visitors to complete their sign-up forms. 

Tell your leads what happens after they sign-up. It can be an update regarding the weekly email, product launch announcements, quarterly company news, or an annual check-in. 

Don’t Use CAPTCHA as completing them is a cumbersome task. Their main purpose is to detect bots and decrease SPAM. So if it's a necessity add a reCAPTCHA which allows leads to simply check a box that says, 'I’m not a robot, to make it easier for them.

Test your sign-up forms before launching them on your website. This step is necessary so that your leads don't face any issues.

Sign-up forms continue to be the most affordable means to generate leads. They also give you an insight into the kind of people who want to know more about your brand, products, and services.

With the steps listed above, you will be able to create an attractive and easy-to-follow form that is sure to increase your conversions.

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