60 Seconds on E-commerce Signup Forms
So we all agree — your website is the face of the eCommerce brand.
If this is the case, then your signup form has got to be, what, the eyes? The smile?
Something important, that’s for sure. And the crazy thing is, the slightest changes to a signup form can make people subscribe faster than Usain Bolt or click away faster than a Lambo Huracan.
Data from E-commerce stores around the globe shows us that:
Most signup forms have fewer than three info fields (85%, in fact)
Yet forms with as many as five fields (where you can gather a much richer set of data for your email flows) experience LESS than a 0.1% dip in conversions… not sure about you but I thought this figure would be much, much higher
A question many E-commerce brands ponder on is whether to ask for the customer’s phone number as well as their email address. It’s good news here. Requesting an email + phone number has been converting at 2.9%, more than email-only signups (2.7%). Weird. But there ya have it!
Also good to know:
While we’ve all muttered expletives as we face an unwanted popup form, they perform better (3%+ submissions) than the flyout style that slides in but doesn’t “take over” the rest of the screen
Desktop signup form conversions are lower than mobile (2.3% compared with over 3%)
The healthiest, top-performing signup forms receive submissions from more than 6 in every 100 visitors
So, the takeaways?
1) Don’t be afraid to include more fields in your signup form than email + first name. The stats suggest it doesn’t hurt conversions. Try to add in a phone number to open up SMS marketing or a goal-based question with a drop-down menu of categories, so you can build a more developed picture of your customer and send them more customized emails
2) Feel free to trial embedded or flyout signup forms, but popups will usually come out on top
3) Optimize your signup forms for mobile FIRST. So many brands start with desktop and mobile is somewhat of an afterthought. Make sure the design is on point for mobile — you won’t regret it
Here is where I’ve been learning about E-commerce signup forms today if you want to find out more.
Cheers!
Declan Davey,
Health Copywriter & Marketing Something-or-Other 😜
