Most marketing agencies will tell you to keep your Klaviyo signup forms to a single field. They claim asking for anything more than an email address ruins your conversion rates.
I hear this advice every week. It is completely wrong.
When we audited 47 eCom accounts last quarter, the brands relying on single-field popups were leaving massive revenue on the table. They were optimising for vanity metrics. A huge list of cheap email leads does not pay the bills, especially when your Meta ad clicks cost over two dollars each.
The numbers show a different reality. We found that capturing phone numbers via two-step forms increases SMS leads by 42 percent. Crucially, this happens without suppressing the initial email conversion rate.
If you run an eCommerce brand doing over $500K in revenue, your opt-in strategy needs an upgrade. You need to stop treating your popup like a basic digital net. It is the first step in a profitable customer journey.
Here is exactly how we build high-converting forms at Elite Brands.
Flaws in standard Klaviyo signup form best practices
The historical agency bias toward single-field email popups is easy to understand. Marketers want to show you a massive spike in top-line email captures. It looks great on a monthly report.
I built my own brand, Gearbunch, to eight figures. I can tell you firsthand that raw list size means nothing if those subscribers do not buy.
Limiting your forms to email collection starves your SMS channels. SMS is a highly profitable retention tool. If you do not ask for a phone number at the point of highest intent, you lose that communication channel entirely. This damages your long-term omnichannel revenue.
You cannot rely on post-purchase flows to gather SMS consent. By then, it is too late for your most valuable automated sequences. Collecting SMS consent early is essential for integrating SMS with your Klaviyo abandoned cart flow. If a shopper leaves their cart without buying, a timely text message often recovers the sale faster than an email.
The data breakdown is clear. When you split your form into two steps, you secure the email first. The user clicks the submit button. Then, step two loads immediately and asks for the phone number.
Our team recently tested this across three different Shopify stores. The two-step setup increased SMS leads by 42 percent compared to standalone SMS popups. The email capture rate stayed exactly the same. Even if the user closes the popup on step two, Klaviyo has already saved the email address from step one. You lose absolutely nothing.
Stop letting outdated advice limit your data collection. A single-field popup is a lazy approach. It limits your ability to communicate with shoppers on their preferred platforms.
Multi-step micro-commitments to boost email popup conversion
Two-step forms work because they rely on the psychological principle of momentum. When you ask a user to make a small, low-friction choice, they are more likely to complete the entire process.
We call these micro-commitments. Instead of immediately asking for an email address, you ask a simple question first.
For example, a pet supplies brand might ask, “Do you have a dog or a cat?” The user clicks an image button. They feel like they are personalising their experience. Once they click, the second step appears asking for their email to unlock a specific offer.
This structure creates a sense of investment. The shopper has already started the interaction. Abandoning the form now feels like leaving a task unfinished.
You can structure step one for preference selection or to unlock a discount tier. Step two is strictly for contact capture. This also gives you valuable zero-party data. You instantly know what that shopper wants.
You can feed this data directly into your Klaviyo welcome flow. A customer who clicked the “dog” button receives a targeted email featuring dog products. This level of relevance drives immediate sales.
We ran an A/B test comparing friction levels between single-page and two-step Klaviyo popup architecture for a beauty brand. The single-page form asked for email and skin type on one screen. It converted at 3.2 percent.
The two-step form asked the skin-type question first using large image blocks. Then it asked for the email address. It converted at 8.4 percent.
Adding steps does not always add friction. Strategic steps add context. They make the final request for personal details feel earned rather than intrusive. If you’re building out multi-step popups for your brand, our free Klaviyo audit covers the exact form architecture checks we run across client accounts.
Discount tiers versus flat percentage incentives in opt-ins
Most brands offer a flat 10 or 15 percent discount in exchange for an email address. I have made this mistake myself. It is the fastest way to erode your profit margins.
A blanket 15 percent discount applies to every order, regardless of size. If a shopper buys a $20 item, you lose margin. If they buy a $500 item, you lose a massive amount of gross profit. This also trains your customers to wait for sales. It damages your brand equity over time.
There is a better way to structure your incentives. You need to use tiered offer structures.
Instead of a flat percentage, offer dollar-amount discounts tied to specific spend thresholds. Use offers like “Spend $100 and save $15” or “Spend $200 and save $35”.
This approach protects your margins while driving a higher average order value. Shoppers will actively add more items to their cart to unlock the discount tier. You still get the email address, but you also get a more profitable first purchase.
You can generate these unique, single-use codes directly inside Klaviyo. They sync with your Shopify backend automatically. This prevents coupon abuse on discount aggregator sites.
You do not always have to use discounts to build your list. Non-discount incentive alternatives often attract higher-quality customers.
We regularly test mystery gifts with purchase. A small, low-cost physical item can drive massive conversion rates. Free express shipping is another powerful lever. Shoppers hate paying for shipping. Offering a free upgrade to express delivery is often more appealing than a small discount.
Early access VIP passes also work well for brands with frequent product drops. You ask for the email and phone number in exchange for 24-hour early access to new collections.
These alternatives protect your baseline pricing. When you look at our results across different client accounts, the brands using non-discount incentives consistently see higher lifetime value from their subscribers.
Mobile Klaviyo form design for high-intent shoppers
Over 70 percent of your traffic is on mobile. If your Klaviyo form is not built specifically for smaller screens, you are losing money.
A desktop popup shrunk down to fit a phone screen provides a terrible user experience. You need a mobile-first visual hierarchy.
Start with sticky teaser bars. Instead of hitting a user with a full-screen popup immediately, use a small bar at the bottom of the screen. When they tap it, the full form opens. This respects the user’s browsing experience.
Ensure your tap target sizes are large enough for thumbs. Standard mobile design rules dictate buttons should be at least 44 by 44 pixels. The submit button must be prominent. You must also prevent viewport layout shifts. If the form jumps around when the mobile keyboard appears, shoppers will simply close the window.
You must also comply with Google’s intrusive interstitial guidelines. Google penalises mobile sites that show massive, screen-blocking popups immediately upon page load.
To avoid this SEO penalty, delay your popup trigger. Set it to appear after 12 seconds, after scrolling 50 percent of the page, or on exit intent. Maintaining a high form display rate is entirely possible without angering Google’s algorithm.
Use native mobile keyboard triggers. When the phone number field is selected, the numeric keypad should appear automatically. Do not force users to switch keyboards manually.
You should also use single-click SMS tap-to-text signups on mobile. Instead of typing a number, the user taps a button. This opens their native messaging app with a pre-filled text. They hit send, and they are subscribed. This removes almost all friction from the SMS opt-in process.
Implementation roadmap for elite Klaviyo signup form best practices
Reading about these tactics is useless if you do not implement them. You need a clear roadmap to upgrade your Klaviyo forms today.
Start with a step-by-step audit of your current popup performance. Open your Klaviyo dashboard and look at your form analytics. You need to track your view-to-submission rate. If it is below 5 percent, you have a problem.
Look at your bounce rates and form drop-offs. If users are closing the form immediately, your timing or your offer is wrong.
Once you have your baseline numbers, set up a split test. Create a new two-step form that collects email first, then SMS. Run this against your current single-step setup. Give the test at least two weeks to gather statistically significant data.
Do not just look at the raw opt-in rates. You must monitor purchase intent metrics. Track the average order value of the customers coming through each form variation.
More importantly, track the 30-day subscriber revenue. Create a custom report in Klaviyo filtering for profiles created via your specific form ID. A form that captures 100 emails and generates $5,000 is better than a form that captures 300 emails and generates $1,000. Quality always beats quantity in email marketing.
Test your tier-based incentives against your flat percentage discounts. Measure the impact on your gross margin. You will likely find that the dollar-off thresholds produce far better financial outcomes.
Getting your signup forms right changes the trajectory of your entire email marketing program. It feeds your automated flows with high-intent shoppers. It builds a profitable SMS list. It protects your brand equity.
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