Identify what resonates and where you can improve
Once your forms are live, your work is not done. You should be consistently testing your form elements to see what is and what isn’t working.
One of the best ways to do this is through A/B testing. When you A/B test key elements of your sign-up form, you gain insight into what resonates for your site visitors: for example, are they more likely to submit your form if it does or doesn’t have an image?
Your A/B testing results, along with form analytics available in Klaviyo, provide you with key learnings you can use to better optimize your forms for your audience.
A/B test your form elements
Click through the gallery tabs below to learn about important form elements you should A/B test. Note: you should only test 1 form element at a time to truly gauge how each individual variation performs.
Copy
Try delivering your message in 2 different ways to see which version encourages more form submissions. For example, you may test stating your incentive as a phrase, versus a question:
- Copy variation 1: You’ll unlock 10% off when you subscribe!
- Copy variation 2: Do you want 10% off? Subscribe today!
Layout
Test different form layouts to see which one delivers your message more effectively. Like the example we mentioned above the gallery, you can test including an image vs. having a text-only form.
- Layout variation 1: Included side image
- Layout variation 2: No side image
You may also decide to test whether a popup or full page form works best, or maybe you’ll compare a flyout vs. an embed form.
- Layout variation 1: Popup
- Layout variation 2: Full page
Display timing
Testing when a form appears on your site will give you interesting insights into when a site visitor is most likely to submit during their session on your site.
For example, you may choose to test the performance between having your form display right after someone lands on your site, or having your form appear as someone is exiting your site.
- Display timing variation 1: Appear after a time delay of 3 seconds
- Display timing variation 2: Appear as someone’s exiting the page
Note: For accounts with over 400k profiles, you’re eligible to run a forms optimization test, which uses Klaviyo AI to determine the best time for your form to display for your site visitors.
Incentives
A/B testing your sign-up incentives can help you determine what offers help encourage site visitors to become subscribers.
You might test incentive amounts to determine whether a higher incentive truly moves the needle, or if you can save by offering a lower incentive while seeing comparable submission rates:
- Incentive variation 1: 10% off your first order
- Incentive variation 2: 15% off your first order
Or, you may test 2 different incentive types altogether to see what type of incentive is most attractive to your audience:
- Incentive variation 1: 10% off your first order
- Incentive variation 2: Receive a free sample
Need help with set-up? Learn how to A/B test forms in Klaviyo.
To view A/B test results, head to Sign-up forms in the left-hand navigation menu of your account. Find your sign-up form, and click the three dots on the right, and then click Analytics. You can then go to the A/B test results tab to see how each variation performed.
Analyze your form performance
Once your form is live, you can track engagement and performance in Klaviyo. You can access these analytics by heading to Sign-up forms in the left-hand navigation menu of your account. You can view some metrics right here on this page, but you can get even more granular. Find your sign-up form, and click the three dots on the right, and then click Analytics. You’ll land on the Overview tab, where you can see in-depth performance about your form.
Expand the dropdowns below to learn what these key metrics are, what they tell you about your form, and how you should track them.
Viewed form
The viewed form metric tells you how many site visitors have seen your form.
This gives you insight into the total audience of potential form submitters; if you are noticing that your form submissions are low, first check if people are even seeing your form in the first place by tracking the viewed form metric.
If your viewed form count is low, you might adjust your targeting settings or display timing.
Submitted form
The submitted form metric tells you many people submitted your form.
This shows you the number of people who were convinced by your sign-up form to ultimately submit. If you have a specific sign-up goal, this is a great metric to track to see if you’re pacing well or need to make adjustments.
If your submitted form count is low, try making your call-to-action (CTA) super clear, make your copy more concise and confident, and lean into A/B testing.
Form submit rate
The form submit rate metric tells you the percentage of people who viewed your form, and then submitted your form.
This gives you a picture of the overall effectiveness of your form: how convincing is it? Does it make your site visitors want to sign-up?
If your form submit rate is low, assess how your form message and CTA relate to your form audience: is this message relevant? Then, A/B test individual form elements to see if you can identify problem areas and new solutions that help drive up your form submissions.
Total revenue
The total revenue metric tells you how much revenue is attributed to your form within a specified lookback window.
This shows you how well your form ultimately drives purchases during a specific time frame. You can even get more granular here, and view metrics like average order value or number of orders.
If your total revenue is low, review your CTA and incentive strategy to help funnel site visitors through the journey from subscription to purchase.