Dive into the data

Our data analysis shows that successful brands use at least two sign-up forms in Q4, most commonly embedded forms and pop-up forms with a teaser.

Embedded forms

Embedded forms are the least intrusive sign-up form and are typically used in the site footer to collect email addresses.

Pop-up forms

Pop-up forms appear in the middle of a browser window, and teasers appear in a corner of the screen—allowing the user to click on the teaser to open the pop-up. Year round, pop-ups have the highest conversion rate of any form type and teasers typically increase that conversion.

In 2024, successful brands optimized forms using A/B tests to increase conversion rates to at least 2.75%.

Key advice

Set the bar high when evaluating your forms and aim to increase conversion rates during Q4. Even small tweaks based on A/B testing can bring you closer to the 2.75% conversion rate that leading brands saw in 2024. Conduct content A/B tests like varying headlines or offers to optimize your form's appearance, or use AI to determine the perfect moment to display a form during a visitor’s experience.

And don’t just stop at email—your Black Friday forms can help grow your SMS subscriber list, too. Adding a field or step to your form to collect phone numbers enables more direct and effective cross-channel communication during the high-stakes shopping season.

Checklist

  • Use at least 2 targeted sign-up forms
  • Aim for monthly submit rate >2.75%
  • If collecting phone numbers, aim for >/= 20% SMS subscriber list growth rate 

Put this step into action

TEMPLATES

Ready to start putting pen to paper and ideating what your Black Friday forms will look like and say? 

​

This website form template prompts you to think through everything from triggers to A/B testing—and it’s shareable, so you can send your ideas to your colleagues.

Win more sales this Black Friday with Klaviyo

Over 169,000 global brands use the only CRM built for B2C to power smarter digital relationships—not just during Black Friday, but all year long.