How to build the perfect Email PopUp Form

Across more than 500 projects I've worked on, I tested dozens of PopUp variations and finally cracked the code to consistent submit rates.

Without
- A huge offer that makes the first sale unprofitable
- Being too pushy
- Being salesy
- Manipulative language
- Having to be off-brand
etc.

We have been using this PopUp for a variety of brands from startups all the way to 9-figure elite brands, and it always delivers.

On top of that, more than 7.000 people have requested this strategy on LinkedIn already, with success stories coming our way to this day.

However, today, we won't gatekeep any information. It's all here this time, so let's jump into it:

This is the setup. Teaser -> Opener -> Opt-in -> Submit

 

Step 1: Teaser

The Teaser should ‘tease’ the offer of the PopUp.

• Best Practices

  • Make sure the Teaser doesn’t overlap with other integrations like cookie banners, etc.
  • Use emojis
  • Keep it simple
  • Show the X so that customers can close it.

Step 2: Opener

The Opener is the most important one of them all since the customer sees it first.

•  Best Practices

  • Don't tell the customer what exactly they're getting, keep it a secret. 
  • Be SUPER direct. Long messages and messy design won’t do it.
  • Use GIFs. Moving animations typically perform better than static designs.
  • Don’t ask for the customer’s email on the first page. A simple button click to the next page is easier to make and commits the person to finishing the form.
  • Include a disclaimer to avoid confusion for your customers for example when the discount is only available for new customers.

Step 3: Opt-in

The Profile Info Page is where the customer enters their email, sms, name, and whatever else you want to know.

• Best Practices

  • Don’t ask for too much. Email or Email + Name is totally fine, but try to avoid asking for much more. You can still do that later on.
  • Include a disclaimer that you’re verifying the customer’s emails. Otherwise, people might try to use fake emails, see that it’s not working, and give up the entire sign-up process.
  • Don’t distract people from the sign-up by switching designs. Just keep it the same as you had on the first page.

 

Step 4: Success

The Success Page is the last step of the PopUp but also the one where we can drive the most urgency.

• Best Practices

  • Use tactics that create urgency, like using a countdown to signal a time-sensitive deal or mention that only a handful of customers can use the code. If it doesn't work with your branding, e.g., if you're a premium brand, leave it out.

Additionally, you'll need to adjust the settings of your Klaviyo Pop-up. Here are the settings we use: