Optimizing your email and SMS signup form conversion rates is crucial for increasing online store revenue. A/B testing in Klaviyo allows you to experiment with different form versions to find the most effective one.
A/B testing focuses on key elements: content, incentives, design, and behavior. For content, experiment with different headlines, calls to action, and copywriting styles. Compare friendly vs. assertive tones, humorous vs. serious. Regarding incentives, test different discount levels (e.g., 10% vs. 15%), percentage vs. fixed amount discounts, free gifts, or free shipping. For design, test form size (full-screen vs. compact), image placement (beside vs. above), animated vs. static images, product vs. lifestyle images, or even no image at all. Finally, for behavior, test form display timing (after 5 seconds vs. 7 seconds), exit-intent popups, scroll-triggered popups, or timed popups.
A crucial note when A/B testing: change only one element per test. For example, if testing a 10% vs. 15% discount, keep all other elements (content, design, behavior) constant and only change the discount. This isolates the impact of each element on conversion rates.
In Klaviyo, easily create A/B tests for signup forms by duplicating an existing form and making the desired change in the new version. Klaviyo allows you to set traffic distribution for each version (automatic or manual) and automatically selects the winning version based on statistical significance. You can set a test duration or manually end the test.
When analyzing results, consider not only form signup rates but also welcome email series performance. If testing different incentives on the signup form, ensure your welcome series aligns with each offer. This provides a holistic view of each version’s effectiveness, from attracting subscribers to converting them into customers.
By continuously A/B testing and optimizing signup forms, you can significantly increase conversion rates, grow your email and SMS lists, and ultimately drive revenue for your store.