How To Optimize Your Subscription Forms

ID-100287069Signing new people up to your mailing list is an important task of your email list maintenance routine. Offering something of value to potential email contacts and including a sign up form on landing pages, have both proven to be highly effective.

By optimising your subscription forms, you can improve your business’ website conversion ratio and generate more leads. This should then lead to greater sales and the potential for business growth.

Here are several tips on how you can optimise your subscription forms and see better results:

1. Move Your Form

Many of your website visitors will not read all the page’s content. Most will abandon the page before they have to scroll down the page. So while your visitors may share your content or even move to another page; if you don’t have visitors completing the signup form, the page has failed.

Therefore, the first option is to move the form so that it is above the fold and more visible to everyone who lands on the page.

2. Headline

There are a number of different ways you can encourage individuals to complete your forms. Calls to action are extremely powerful at helping guide your visitors. To make these more effective; make the call to action the headline on the webpage.

3. The Number Of Fields

The shorter your signup form, the more conversions you will have. At the same time, you’ll decrease the value of your offer if you don’t request enough information. So when designing your subscription form, think carefully about what information you really need and what the consumer will expect you to request.

There are a couple of aspects which can also help you decide how long the form should be:

a. The offer’s position in the buying cycle: the further down the sales funnel the more information you’ll want. If you are requesting information towards the top of the funnel, you’ll only need a name and email. Later on in the sales process you might want more information like company size and revenue.

b. How many leads you generate: if you have too many leads to process, then you should use lengthen your forms to decrease the response but increase the value of each lead.

4. Required Fields

Not all your signup fields are likely to be required. Nor will all your visitors want to complete every field, especially if they are short on time. You can encourage those short on time by highlighting what fields they need to complete and which are optional.

One of the easiest ways to identify important fields is to include an asterisk (*) next to the tags of those required fields.

5. Don’t Use Submit

The button your visitors use to send their information to you is more than a submission button – it is an opportunity to further sell your offer and prevent form abandonment. So make this button another call to action to encourage the visitor to complete the offer and signup to your email list.

6. Privacy Policy

Ensure you are providing your visitors with a chance to read your privacy policy so they can be reassured that you have their best interests at heart. This not only helps convert visitors to email subscribers, but it can also help with your site’s search engine optimisation as Google considers this very important and will rank sites with these pages higher than those without.


Optimising your email subscription signup form is an important part of your maintenance task. It is also an essential task for generating leads, as the more leads you generate from your site, the more chances you have to sell. This will allow you to grow your business and gain a better return on your email marketing investment.

What tips do you have for your email sign up forms? What have you tried to improve the conversion rates?

Let us know in the comments.

Take Action:

  • Using the tips above optimise your email sign up subscription pages.

Image courtesy of Stuart Miles at

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