- Klaviyo's help center suggests a submit rate of about 3% or higher for popups and flyouts.
- A Klaviyo strategist expects 3 to 8% on a standard homepage popup and 10 to 13% on exit-intent forms, and has seen brands in the 8 to 20% range.
- Klaviyo's submit rate counts every submission divided by every form view, so it isn't the same as "percent of visitors who signed up."
- A higher signup rate only matters if those signups buy. Check what welcome email #1 earns per person, not just how many people you add.
What is a good signup form conversion rate?
Here's what Klaviyo publishes, as of October 13, 2026. These are the only benchmarks I'd quote, because they come from pages I could open and check.
| Form type | Published number | Source |
|---|---|---|
| Popups and flyouts | Aim for about 3% or higher | Klaviyo Help Center |
| General benchmark | 3%, which the author calls "a low bar" | Klaviyo blog, professional services strategist |
| Standard popup (first touch on homepage) | 3 to 8% | Klaviyo blog, same author |
| Exit-intent form | 10 to 13% | Klaviyo blog, same author |
| Phone number capture-only form | 10 to 13%, especially when targeted at email subscribers | Klaviyo blog, same author |
| Strong brands the author has worked with | 8 to 20% | Klaviyo blog, same author |
Two notes on reading that table. The help center number is a guideline, and Klaviyo says it depends on what the form is for. The blog ranges are one strategist's expectations from her audits, not a published dataset, so treat them as a rough target.
The short version: under 3%, fix it now. Between 3 and 8% on a homepage popup, you're in a normal range and there's room to test. Above that, focus on what happens after the signup.
How does Klaviyo measure signup form conversion rate?
Klaviyo's help center defines submit rate as total submitted form events divided by total viewed form events. It also notes that this counts every submission, not just unique people. In A/B test results, Klaviyo uses unique submits divided by unique views instead.
That's why your number might not match what you'd expect from your traffic. If the same person sees your popup on three visits, that's three views.
Klaviyo also gives popups a benchmark status of Poor, Fair, Good or Excellent. It's based on your submit rate compared to peer benchmark data for the last 3 months. The help center says that status only shows on popups, because benchmark data isn't available for flyout, full page or embedded forms.
Why is my signup form conversion rate low?
When I look at a form that's under 3%, it's usually one of these:
- It fires too early. The popup shows the second someone lands, before they've seen a product.
- There's no clear reason to sign up. "Join our newsletter" isn't an offer.
- The offer is buried. The headline talks about the brand and the offer sits in small print.
- It's built for desktop. On a phone, the close button covers the field or the form fills the whole screen.
- It shows in the wrong places. Checkout, account pages, or pages where someone is already about to buy.
- It shows to the wrong people. Existing customers keep seeing a first-order offer they can't use.
How do you improve your signup form conversion rate?
Most of this comes straight from Klaviyo's own sign-up form guidance, plus how I'd prioritize it:
- Fix the timing. Klaviyo's strategist suggests pairing a time delay with a scroll trigger instead of showing the form on page load. Her example is a 5-second delay plus 20% scroll.
- Exclude pages where it doesn't belong. Checkout and about pages are the examples she gives.
- Lead with the offer. Klaviyo's guidance puts the incentive first in the copy. Keep everything around it short.
- Find the smallest offer that still converts. Test offer type (percentage, dollar amount, free shipping) and size. I go deeper on this in should your email popup offer a discount.
- Add an exit-intent form. Klaviyo's strategist suggests a stronger incentive on exit-intent forms than on welcome forms, and expects them to convert higher.
- Design for mobile first. The guidance calls it "non-negotiable," since most traffic will likely come from phones.
- Add a teaser. A small tab that lets people reopen the form after they close it.
- Test single-step vs multi-step. Don't assume fewer fields always wins. Judge it by submit rate and by how much the extra info helps you personalize.
- Review forms every quarter. Offers go stale and site layouts change.
When you test, Klaviyo's guidance is to run it during a normal period, not a sale or launch, and to wait for at least a few hundred submits per variation before you call a winner.
Does a higher conversion rate mean more revenue?
Not by itself. A form can double its signups with a bigger discount and add nothing to revenue if those people never buy.
The money from a signup shows up in your welcome flow. Across 4 consumable brands I pulled data on, welcome email #1 earned about $4.50 per person, while emails #2 to #5 earned about $0.10 each. If your form is converting fine but welcome email #1 is weak, that's the fix, not the popup. My welcome email series post covers how to build that first email.
So track three numbers together:
- Submit rate on each form.
- Revenue per person from welcome email #1.
- First-order rate of new signups over the next few weeks.
If submit rate goes up and the other two hold, you grew. If submit rate goes up and the other two drop, you bought cheaper signups. For the bigger picture on list growth, see how to grow your email list.
Where these numbers come from
The benchmark table comes from Klaviyo's help center and Klaviyo's blog, listed in Sources. The welcome email numbers are pooled from 4 consumable brands I work with: 2,897 campaigns and $17.7M in email revenue. That's a small sample, so read it as directional.
FAQ
Is a 2% signup form conversion rate bad?
It's below the roughly 3% Klaviyo's help center suggests for popups and flyouts. I'd start with timing, the offer and mobile layout. Those three fix most low-converting forms.
What's a good conversion rate for an embedded footer form?
Klaviyo doesn't publish a benchmark status for embedded forms. Footer forms are seen by people who scroll to the bottom, so they usually collect fewer signups than a popup. Track them, but judge your list growth by your popup and exit-intent forms.
Should I ask for a phone number on the same form?
Test it as a second step after the email, so you don't lose the email signup. A Klaviyo strategist expects phone capture-only forms to convert at 10 to 13%, especially when shown to people who are already email subscribers. Text signups need their own consent, which I cover in should I add SMS marketing.
How long should I run a signup form A/B test?
Until each version has at least a few hundred submits, per Klaviyo's guidance, and outside of sales or launches. Calling it early is the most common mistake.
Why doesn't my submit rate match my signups divided by visitors?
Klaviyo's submit rate divides submits by form views, and it counts every view and submission, not unique people. One visitor can create several views.
Founder of Bardown Digital, a Chicago-based Klaviyo email and retention agency for Shopify brands. He's worked with brands doing $500K to $100M a year, with $100M+ in email-attributed revenue across them.