Sign-up forms are like the front door to your email list, and if that door is clunky, confusing, or asking for too much too soon, don’t be surprised if people walk away.
The good news? A few smart tweaks can dramatically boost your conversion rate without needing a full website overhaul.
Let’s break down how to create high-converting sign-up forms that feel like an invitation, not an interrogation.
1. Keep it short and to the point
The psychology:
The more data you ask for, the more friction you create. People are busy and becoming more concerned about what is being done with their data. If your sign-up form looks like a job application, most people won’t even start to fill it in.
Best practice:
Ask only for what you actually need to get started
- First name
- Email address
- And maybe one other custom field
If you really need more info (e.g., industry, location), add it after the sign-up, via a preference centre or onboarding email.
2. Be clear on the value
What’s in it for them?
People aren’t signing up to help you. They’re signing up because there’s something in it for them. Make sure that’s crystal clear.
Best practice:
Tell them exactly what they’ll get by signing up. Here are some examples:
- “Join 10,000+ marketers who get our newsletter every month”
- “Download our free guide and get monthly tips straight to your inbox”
- “Sign up for our weekly newsletter and receive 10% off your first purchase”
Bonus: Set an expectation on how frequently you’ll email them. This helps reduce friction and increases trust.
3. Use a strong call to action (CTA)
Spice things up (avoid being generic):
Buttons like “Submit” or “Subscribe” are cold and vague. Your CTA should make it obvious what’s about to happen and why it’s a good thing. Your sign-up forms are a great place to show off some of your company’s personality.
Examples of CTAs:
- “Get the guide”
- “Send me tips”
- “Join the club”
- “Yes, I want in”
4. Match the form to the context
Right place, right time:
You don’t need to use the same form all over your website or only have one. Tailor your forms to where the user is in their journey on your site.
Examples:
- Homepage form: A simple, friendly intro to your list. Think of a basic join our database form
- Blog sidebar: “Love this post? Get more like it by joining our database”
- Exit-intent pop-up: Try to catch visitors before they leave. “Wait! Don’t leave empty-handed. Grab our free guide.”
5. Optimise for mobile
The one-hand test:
Test if your form is easy to fill out on a phone with one thumb. If not, then you should optimise it.
Best practice:
- Use large input fields
- Avoid side-by-side fields on mobile, as these sometimes don’t render correctly
- Keep CTA buttons thumb-friendly by making them large, centred and easy to tap
- Test across multiple devices, not just your cellphone
6. Use social proof or urgency (when it fits)
Add persuasion elements:
People trust people. A little social proof or urgency can gently nudge someone into signing up.
Examples:
- “Join 8000+ other marketers”
- “Limited spots available”
- “Last chance to get this month’s toolkit”
Don’t fake it, though. Authenticity always wins.
7. Test and measure your success
Don’t guess… Test:
Sometimes the smallest changes make the biggest difference. Don’t assume you know what works; test it.
Things to A/B test:
- Button copy
- Headline messaging
- The number of fields
- Design/layout
- Where the form is placed
Use heatmaps or analytics tools to see where users drop off, and keep tweaking.
Bonus tips:
- Use clear, friendly language. Ditch the jargon, no one wants to Google a word on your sign-up form
- Add a small privacy disclaimer under the form or link to your privacy policy
- Use a thank-you page that confirms the next steps (bonus: you can use this page to upsell or cross-promote too!)
- Set up a triggered welcome email right after sign-up (you can find out how to create a killer welcome journey here)
The bottom line
A good sign-up form is like a good handshake; it’s short, confident, and leaves a great first impression.
With a few intentional tweaks, your form can go from “meh” to magnetic. It’s one of the simplest ways to grow your list without spending more on ads or SEO.
Want help optimising your forms? We’re kind of obsessed with this stuff.
