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Hey all,
You’re paying to bring shoppers to your site. But if they leave without buying or subscribing, you can’t follow up by email.
For one CPG brand, we increased new-visitor signups from 3% to 7% without increasing traffic.
Here’s what we changed.
In less than 4 minutes, learn:
🎯 WEEKLY INSIGHT
Email signup forms convert when the value is obvious, and the experience is simple.
People will happily give you their email.
They just won’t give it to you for nothing.
We tested this for a CPG brand.
A few changes to the signup experience increased new-visitor signup rate from 3% to 7%.
The difference wasn’t traffic.
It was the offer.
Every missed signup is a visitor you’ll have to pay to reach again.
Here's 3 ways to prevent that
1. Focus the signup around value
Most forms say something vague like: “Join our newsletter.”
That doesn’t give someone a reason to subscribe.
Instead, tell them what they’ll get:
Early access to new product drops
Exclusive guides and discounts
First access to limited inventory
When the value is clear, more people subscribe.
Example: Hims offers a doctor-written guide in exchange for an email. One field, a clear benefit, and a direct CTA (“Get the guide”) make subscribing feel useful, not promotional.
2. Keep the form simple
Forms try to do too much at once.
Too much text, fields, and visual elements competing for attention.
The call-to-action button needs to be obvious and thumb-friendly for mobile.
Simpler forms convert better because the next step is obvious.
Example: Ridge keeps SMS signup short and sweet: one field and a clear perk (“Free shipping”). Visitors instantly understand the value of subscribing.
3. Offer a clear incentive
One strong incentive can dramatically increase signup rates.
Examples include:
First order discounts
Early access to launches
Exclusive subscriber content
When signup feels effortless and the perks are easy to claim, more visitors complete it.
Example: HexClad clearly explains the value of subscribing: product launches, recipes, and exclusive promotions, before asking for an email. The form is simple and the benefit is obvious.
Better signup conversions improve everything downstream.
More people enter your flows, you capture more first-party data, and your email and SMS channels grow faster.
✨ Takeaway: List growth improves when signup forms clearly communicate value, reduce clutter, and offer a compelling reason to subscribe.
📹 QUICK TAKE
If shoppers learn another promotion is coming, they can put off buying while your margins shrink.
Alex explains why frequent promotions can lead to deeper holiday discounts, and Allen shares why the right offer needs testing.
THE COMMERCE LAB: STOREFRONT
Catch the latest storefront CRO Insight
A 30% discount won’t answer the question a gift buyer is really asking: “Would they actually use this?”
Choosing the gift is only part of the decision. They also need to know it will feel complete and arrive in time.
See how your storefront can help them buy with confidence before you give up more margin.
👀 FROM LAST WEEK
Most brands work hard to win a first purchase. What happens when their best customers keep hearing the same message as everyone else?
A small group of repeat buyers can drive a disproportionate share of revenue. Their emails should reflect the relationship they’ve built with you.
See where to start making that shift before your most valuable customers tune out.
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen