Sign-up forms are often the first point of contact with your brand — and a crucial moment for conversion. A well-timed, well-designed Klaviyo form not only expands your list — it also captures intent, builds profiles, and supports high-performing flows. 

In this guide, you'll discover 8 proven tactics to optimise form timing, UX, segmentation, and personalisation — turning passive traffic into revenue without compromising user experience.

Map Form Type to Customer Intent

Don’t pick forms based on looks—match them to user behaviour and intent.

Klaviyo offers five native form types: popup, flyout, embedded, banner, and full-page. Each suits a different mindset and stage in the journey. You can also use Klaviyo Forms AI, which automatically optimises trigger timing (e.g. scroll vs. delay) based on engagement data to improve form performance.:

• Popups – Best for first-time visitors seeking deals. Trigger on entry or exit.
  Note: Exit-intent only works on desktop devices. For mobile, use scroll percentage or time-on-page triggers.

  
  

• Flyouts – Subtle forms for curious scrollers. Trigger after delay or scroll.
  Example: “Get design tips weekly”

  
  

• Embedded Forms – Passive collection for engaged users. Place on blogs or footers.
  Example: Form in blog sidebar

  
  

• Full-Page – Ideal for launches or high-intent leads. Use on ad landing pages.
  Example: “Join our new drop  #InstagramSignup “

  
  

• Banners – Persistent strips for promotions. Use site-wide during sales.
  Example: “Flash Sale Ends Tonight”
  
  
  

Form Types by Mindset

To match form types with intent, consider the user's emotional state and behaviour. Here’s a mapped breakdown:

These align with how customers interact with content, as noted in Klaviyo’s documentation on form display settings. According to Klaviyo, high-performing popups and flyouts typically convert between 4–10%, depending on timing, offer, and design quality.

Learn more about optimising popups in our Top 8 Klaviyo Pop-Up Form Strategies.

Build Smarter Forms Using Klaviyo’s Editor

Create high-converting forms that prioritise consent and user experience.

How to Build a Signup Form in Klaviyo

Klaviyo’s no-code Signup Form Builder supports five types: popup, flyout, embedded, banner, and full-page—each designed for different user intents. You have full control over multi-step logic, field visibility, styling, targeting, and tracking.

Step-by-Step Setup

1. Go to Signup Forms → Create Form: From your Klaviyo dashboard, navigate to the Signup Forms tab and click “Create Form.”

   
   

2. Choose Form Type + Goal-Based Template: Select a form type and pick from pre-built templates based on your goal, such as “Grow Email List,” “Promote a Sale,” or “Collect SMS Subscribers.”

   
   

3. Enable Multi-Step Structure (Email > SMS): Use a multi-step layout to first collect email, then prompt for SMS. This staged approach improves opt-in rates and keeps consent compliant.

   
   

4. Add Fields for Rich Profile Data: Include fields like dropdown menus, birthday, or postcode to segment users later. All fields automatically sync to customer profiles.
   
   

5. Use Conditional Logic for Dynamic Forms: Klaviyo’s logic builder allows you to show or hide fields based on previous responses.
   Example: Only show “Dog’s Name” if “Do you have a pet?” equals “Yes.”
   
   

6. Customise Design with the Drag-and-Drop Builder: Modify your form’s layout, fonts, images, and brand colours using the drag-and-drop blocks and Styles tab.
   
   

7. Add UTM Tracking to Measure Performance: Under the “Behaviours” tab, you can enable UTM parameters to track which form placements (e.g. paid ads vs. homepage) lead to the highest-converting signups.

Compliance with Multi-Step Consent Logic

To collect email and SMS consent legally in Klaviyo, use a two-step form:

• Step 1: Email field + CTA (e.g. “Next”)

• Step 2: Phone field + unchecked consent checkbox (mapped to $consent.sms = true) + legal text

SMS Consent Must Include:

• An unchecked opt-in box

• Clear legal language (e.g. message frequency, opt-out instructions)

• Proper data mapping to $consent.sms = true

• Brand identification in consent text

Enable a teaser button for dismissed popups so users can reopen forms at their convenience—especially useful on mobile. Ensure SMS compliance with our Klaviyo SMS Compliance: 7 Steps to Stay Legal.

Design Mobile-Friendly, On-Brand Klaviyo Forms

Most email and SMS signups happen on mobile—so your forms must load fast, look clean, and match your brand visually and tonally.

Mobile Optimisation Tips

Klaviyo forms are responsive by default, but you should still optimise layout, spacing, and tap targets to maximise conversions.

1. Use Vertical Layouts & Large Tap Targets

• Stack inputs vertically—avoid side-by-side fields

• Set input fields to at least 44px height

• Buttons should be at least 48px tall for thumb access

• Use single-column designs for clarity on small screens

2. Minimise Visual Load

• Avoid multi-column layouts or oversized images

• Limit use of custom fonts that slow load speed

• Start with Klaviyo’s mobile-first templates for better UX

3. Preview and Test on Devices

• Use Klaviyo’s form preview & test tool to check responsiveness

• Verify CTA visibility, field spacing, font size, and load speed

• Test on both iOS and Android devices

Brand Consistency Matters

Strong branding on forms helps visitors recognise, trust, and convert—especially on first visit.

1. Match Fonts, Buttons & Colours

• Use your brand font (Klaviyo supports Google Fonts)

• Match button and accent colours to your site’s palette

• Ensure strong contrast for legibility and accessibility

2. Add Visual Brand Elements

• Add your logo to banners, flyouts, or full-page forms

• Use an on-brand image or icon (but compress for load speed)

• Reinforce brand voice with copy (e.g. “Crafted for Conscious Runners”)

3. Customise Your Incentive Tone

Make your CTA copy emotionally aligned with your brand:

Avoid generic lines like “Sign up for emails”—instead, tie your CTA to value and tone.

Trigger Klaviyo Forms Based on Real User Behaviour

 High-converting forms don’t just sit on pages—they appear at the right moment, based on user actions.

Top Behaviour-Based Triggers

Configure these in the Behaviours tab of the Klaviyo form builder:

1. Scroll Depth (e.g. 50%)

• Use case: Engage users mid-content

• Example: On product pages, trigger a flyout after 50% scroll: “Need help choosing? Grab 10% off.”

2. Exit Intent (Desktop Only)

• Use case: Stop abandonment before bounce

• Example: “Before you go—get 15% off if you subscribe now.”

3. Time on Page (e.g. 7–10s)

• Use case: Subtle nudge for engaged browsers

• Example: Show banner after 7s on blog/collection pages.

Contextual Form Triggers by Journey Stage

1. Post-Purchase Pages

• Tactic: SMS-only flyouts on /thank-you page

• Example: “Thanks for your order—get 10% off your next order with SMS updates.”

2. Quiz/Survey Completions

• Tactic: Show forms based on quiz answers

• How: Pass data using hidden fields or trigger dynamic embedded forms via JavaScript.

• This setup may require a custom quiz tool (e.g. Octane AI, Typeform) integrated with Klaviyo via hidden inputs or property updates.

3. Campaign Traffic (UTMs)

• Tactic: Match offer to campaign origin. Example: Facebook ad with utm_campaign=spring_offer → popup shows “Spring Offer Only”

• How: Use UTM targeting in the form's behaviour settings.

Platform-Specific Implementation Tips

Shopify

• Use theme.liquid or metafields to load forms based on cart value or tags.

• Example: Only show popup if cart < £50.

• Add dynamic banners using Shopify sections.

• Leverage Shopify integration with our Shopify x Klaviyo: The Ultimate Integration Guide.

WooCommerce / WordPress

• Use Klaviyo’s shortcode plugin or embed via Elementor

• Pass dynamic values via hidden fields (e.g. quiz scores, UTM)

• Target forms based on product views or custom logic via WordPress conditionals

Section 5: Troubleshoot Low-Converting Klaviyo Forms Fast

If your form is getting views but not sign-ups, the issue usually lies in visibility, timing, user experience, or offer strength. Use this checklist to identify and fix common blockers fast.

Visibility Checks: Is Your Form Showing?

1. Hidden by CSS or Load Conflicts

• Confirm the Klaviyo script is just before </body>.

• Use browser Inspect to check if the form is present but hidden (display: none or visibility: hidden).

2. Conflicting Display Rules

• Only one form can show per trigger.

• Check Signup Forms > Status and deactivate overlaps.

3. Over-Restrictive Trigger Rules

• Long delays (e.g. 60s) or 100% scroll may block visibility.

• Test with 5–10s delay and 30–50% scroll.

• Avoid unnecessary device targeting.

Conversion Killers: What’s Stopping Sign-Ups?

1. Weak Offer or CTA

• “Sign up for our newsletter” doesn’t convert.

• Use value-driven incentives (e.g. “Unlock 10% Off”, “Get the Guide”).

2. Wrong Form Type or Placement

• Avoid popups on checkout pages.

• Use embedded forms on blogs; flyouts for softer re-engagement.

3. Poor Mobile Design

• Use single-column layouts, 48px tap areas, short copy.

• Test via Klaviyo’s mobile preview tool.

Quick Fix Flow: Step-by-Step

1. Test in Incognito

• Rule out segment filters and frequency caps.

2. Check Form Analytics

• Signup Forms > Select Form > Analytics

• Conversion rates <1% indicate an issue.

• Review device performance breakdown.

3. Iterate Offers & Triggers

• Shorten delay/scroll settings.

• A/B test different CTAs, placements, and incentives.

Script Conflicts

• Tools like OneTrust or Privy may block Klaviyo forms.

• Temporarily disable them to test for conflicts.

• Use console inspection to identify suppression issues.

Use Klaviyo Sign-Up Forms to Segment Smarter

 Tagging subscribers at sign-up allows you to trigger personalised automations and build intent-driven segments from day one.

Strategic Tagging Tactics at Sign-Up

1. Add Hidden Fields

• Add <input type="hidden"> fields in embedded or custom Klaviyo forms to pass data like:

• source=homepage_quiz

• intent=gifting

• signup_channel=footer

• These are stored in the user’s profile as Custom Properties.

• Master segmentation with our Mastering Klaviyo Custom Properties in 12 Minutes.

2. Capture UTM Parameters

• Use custom JavaScript to capture UTM data (e.g. utm_campaign, utm_source) from URLs and pass it into Klaviyo profiles.

3. Use Variant Forms with URL or Segment Targeting (Conditional Logic)

• Although Klaviyo forms do not support true conditional logic within steps, you can create separate forms for different use cases and show them based on:

• URL query (e.g. ?gift=true)

• Visitor device or location

• Existing profile segment

• Example:

  • Show use_case=gift popup on landing page from paid gifting ad.

  • Show use_case=personal form on product page.

4. Tag SMS Sign-Ups by Context

• When collecting SMS numbers, combine:

• Consent field (maps to $consent.sms = true)

• Hidden field like signup_source=sms_blackfriday_15off 

• Tagging by signup context lets you:

  • Trigger different SMS welcome flows

  • Exclude short-term promo subscribers from VIP campaigns

Revenue-Driving Use Cases for Smart Tagging

1. Intent-Based Welcome Flows: Tag sign-ups (e.g. use_case=gift) to trigger tailored welcome journeys like gift guides—boosting relevance and conversions.

2. Exclude Low-Intent Leads: Tag contests or freebies (source=contest_form) and suppress from margin-sensitive promos (e.g. BFCM).

3. Lifecycle Segmentation: Use checkboxes like “First-time buyer” (buyer_status=first_time) to trigger:

• First-time: education series

• Repeat: loyalty, upsells

Connect Every Klaviyo Signup to a Revenue-Generating Flow

 A sign-up is just the start. To drive revenue, guide each subscriber into a personalised flow that matches their signup intent, channel, and context.

Customise Flows by Signup Context

1. Trigger by Form Type or Source

• Use “Submitted Form” or profile filters (e.g. signup_source, signup_page)

• Popup → High intent, discount → Short, CTA-driven emails

• Embedded → Lower intent → Brand-led nurture series

• Quiz → Use answer tags to trigger personalised product flows

2. Adjust by Channel Type

• SMS-only → Use AND $consent.sms = true, send concise SMS welcome

• Email + SMS → Stagger delivery (email → SMS 24h later)

3. Tailor Flow Length to Offer Type

• Incentivised Signups (e.g. 15% off)

  • Shorter flows (3-day reminders to act fast).

• Non-Discount Signups

  • 5–7 email nurture series focused on brand, values, and education.

  • Use conditional splits and delays in Flow Builder.

Inject Dynamic Personalisation into Flows

1. Use Profile Tags for Dynamic Blocks

• IF use_case = gift → Show gift guide

• IF interest = skincare → Personalised product blocks

2. Personalise Using UTM Data

• Capture UTM values at sign-up (e.g. utm_product=bed)

• Personalise flows with campaign-specific messaging, visuals, or testimonials

3. Optimise by Device Type

• Mobile → More SMS, shorter content

• Desktop → Rich emails with visuals

• Use segments or flow splits based on device

A/B Test Klaviyo Forms Like a Lifecycle Marketing Pro

Forms are not “set and forget”—they should be continuously tested across timing, design, incentive, and context to maximise sign-ups and revenue.

1. Timing & Placement Tests

Optimise form visibility by testing when and where forms appear.

• Popup Delay Timings

  • Test instant popups vs. delayed (5–8s) or scroll-triggered (e.g. 50%).

  • Avoid showing too early—wait for intent.
    
    

• Above vs Below CTA

  • On product pages: test placement above vs. below CTAs.

  • In blogs: try mid-article flyouts vs. end-of-page embeds.
    
    

• Segment by Visitor Type

  • First-time visitors → brand intros or discounts

  • Returning visitors → loyalty perks or stock alerts

For a full breakdown of how top brands drive conversions with form strategy, check out our guide to Klaviyo pop-up form strategies.

2. Incentive & Format Testing

Test offers, messaging, and formats across different lifecycle stages.

• Incentive Style

  • Compare direct offers (“Get 15% Off”) vs. teasers (“Unlock a Surprise”)

  • Try lead magnets (size guides, gift finders) vs. discounts
    
    

• Entry vs Exit Timing

  • Entry popups: great for early capture and discount-led offers

  • Exit-intent popups: ideal for abandoning or price-sensitive users
    
    

• Sticky Banners vs Flyouts

  • Sticky banners: constant visibility (great for sales)

  • Flyouts: low-friction options for blogs or product discovery

Combine these with smart SMS opt-in techniques to build a robust multichannel list.

3. Measure What Matters

Track metrics that directly impact growth:

• View-to-submit rate (submit conversions per view)

• Submit-to-flow-start rate

• Revenue per submission: Add UTM parameters to track form source all the way to flow-triggered revenue. If you need help, follow our Klaviyo UTM tracking guide to improve attribution and campaign ROI.

Funnel Test Matrix:

For a deeper dive into how form design affects conversion across stages, see our visual guide on Klaviyo embed forms.

FAQs

1. What’s the best form type for mobile users?

• Flyouts and embedded forms perform best on mobile due to their subtle design and compatibility with scroll and delay triggers.

2. How many forms should I run at once on my site?

• Limit to one active form per trigger type (e.g. one scroll-triggered popup) to avoid conflicts. Use varied triggers for different forms.

3. Can I use Klaviyo forms on non-Shopify sites?

• Yes. Klaviyo supports embedded forms on any CMS using HTML/JavaScript snippets. For WordPress, use the official Klaviyo plugin.

4. How do I personalise forms based on campaign source (e.g. Facebook ad)?

• Capture UTM parameters in hidden fields and use URL-based display targeting to customise form messaging and incentives.

5. What’s a good conversion rate for Klaviyo forms?

• Aim for a 4–10% conversion rate. Forms with strong timing, design, and incentives often hit the higher end of this range.

Conclusion

If your Klaviyo sign-up forms aren’t driving results, it’s rarely a tech issue—it’s a strategy issue. Whether it’s poor timing, weak CTAs, or generic flows, each problem has a fix. This guide walked through 8 proven tactics to boost conversions while protecting user experience. 

By choosing the right form type, targeting the right moment, and personalising post-signup flows, you can turn visitors into loyal subscribers—without annoying them. The brands that win with forms are the ones that test, iterate, and connect every signup to real value.

Key Takeaways

• Match Form to Intent: Use popups, flyouts, and embeds based on user behaviour—not aesthetics.

• Multi-Step Forms Boost SMS: Split email and SMS steps with clear consent to increase opt-ins and stay compliant.

• Mobile UX Matters: Prioritise vertical layouts, fast load speed, and thumb-friendly buttons for higher conversions.

• Trigger with Purpose: Use scroll depth, time on page, and UTM targeting to show forms when users are ready.

• Segment on Signup: Tag subscribers at the source to trigger personalised flows and improve lifecycle targeting.

• A/B Test Everything: From timing to incentive type, constant testing drives better performance and higher ROI.

Struggling to get quality leads from your Klaviyo sign-up forms?

Discover what’s blocking your list growth and how to fix it fast—with expert help. Click here to get your free Klaviyo form audit today.