Here at Omnisend, we recently analyzed more than 128,000 email campaigns and automated emails sent by over 7,200 ecommerce brands in 2017 to see which signup forms performed best.

Get the newly-updated Ecommerce Email Marketing Statistics for 2018 to see the all-new Omnisend research.

What we discovered this year was pretty interesting.

Here’s a summary of the findings that we’ll explore in-depth below:

  • While popups (immediate, exit-intent, etc.) were the most popular signup form, they also have the second-lowest conversion rate (3%)
  • Landing pages, the least popular signup form, have the highest conversion rate (23%), followed by the interactive Wheel of Fortune (10%)
  • The most popular combination is to ask for an email address and name (7%), followed by email address and birthdate (5.7%)
  • The highest-converting number of fields is 3, meaning if you ask for 3 pieces of information, you’ll have an average conversion rate of 10%

Essentially, we didn’t just want to look at which form had the best signup rates, but also what information and what number of fields lead to the best conversions.

So, let’s take a deep look at the numbers and what it means for your ecommerce business in 2018 and beyond.

The highest-converting signup forms

When it comes to looking at this particular data set (as with all data and statistics), it’s important to take these numbers with a grain of salt.

Above, in the summary, I noted that popups had the second-lowest signup rate (3%), and that landing pages had the highest signup rate (23%).

However, popups also make up more than 66% of all enabled signup forms, whereas landing pages are the least enabled, making up only 5.1% of enabled signup forms.

Let’s look at the data below so we can have a clearer picture:

Omnisend Research 2018: comparing conversion rates for various signup forms

Here you can see the situation. Popups are 13 times as popular as landing pages, so it makes sense that, with more usage, the numbers are going to be affected.

Also, it’s important to look at the effectiveness of the signup form; i.e., how often it’s viewed.

We’re expecting to see popups being viewed the most since, well, that’s what they’re there for:

To appear to a visitor immediately or after some steps (such as x amount of clicks or the visitor attempting to leave).

Surprisingly, however, as you can see below, the Wheel of Fortune interactive signup form has the best average views for each form:

Omnisend Research 2018: comparing conversion rates with the average view per signup form

When it’s plotted against the average signup rate, we can see that the Wheel of Fortune is a pretty good choice, with a great conversion rate (10%) and the highest average view (6784 views/form).

Takeaways:

Taken with a grain of salt, you should probably continue using popups. However, you should also diversify your signup forms.

The Wheel of Fortune here is a great option, and one you should definitely try out in your store.

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What information to ask for in your signup forms

Let’s be straight-forward here: the standard information you’re asking for is your visitors’ email addresses.

That’s the whole point of email marketing or marketing automation, to allow you to communicate to your visitors.

The preferred way is via email, but there are other pieces of information you can get from your visitors that can really help your marketing efforts.

For example, we’ve gushed over the amazing value of birthday emails and SMS/text message marketing over and over here.

But guess what: if you don’t gather that information (birthday and phone number) from your subscribers, you won’t be able to use it.

So here, our essential question is:

Which piece of information, in addition to the email address, leads to the best conversions?

Usually ecommerce marketers are scared to ask for too much information, but we wanted to check that against reality.

Here we’re looking at the best combination of fields (email address + what?):

Signup Rate and Percentage Count for Signup form field combinations

As you can see, the combination for email + first name is the most popular, with more than half of all signup forms using these fields. After that, the country and birthdate are the most popular.

(If you’re wondering why the percentage counts don’t add up to 100, that’s because we’ve removed some smaller fields for greater clarity.)

As far as effectiveness, the signup rate does a bit of a dance, but surprisingly the email+phone number combination seems to have the highest signup rate.

However, taken with a grain of salt—that it only makes up less than 3% of all signup form fields—we can see that the next best signup rate is the classic email address+name.

The popularity and signup rate makes this a great combination to use on your own signup forms.

However, birthdate also does pretty well (meaning you can finally use the birthday automation).

Takeaways:

For the best, most consistent conversion rates, ask for email address and name. For pretty great conversions, include the birthdate.

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How much information you should ask for

We’ve all heard that asking too much information from your visitors can lead to lower conversion rates.

We wanted to test that by seeing what the conversion rates are based on how much information is being asked.

The default mandatory field is email address. But what if you wanted to (as we saw above) ask for two additional pieces of information: name and birthdate?

Or four additional fields: name, birthdate, country, and phone number?

Would your conversion rates drop dramatically?

Let’s look at the average conversion rates, keeping in mind the percentage of signup forms in use:

Average Signup Rate for Number of Fields

As you can see here, the most popular amount of fields (requested information) is 1, making up 88% of all enabled signup forms.

With that, we’ve got a pretty good signup rate of 7%.

However, it certainly does dwarf the other amount of fields, so let’s do the same chart starting at 2 pieces of information requested:

Average Signup Rate and Percentage of Total Forms Used (at least 2 fields)

Here, the numbers are a bit closer, so it’s easier to draw conclusions when using at least 2 fields.

While asking for 2 pieces of information is most popular, the highest-converting is actually to ask for 3 pieces of information.

That comes in at a 10% conversion rate, which is a pretty good rate. After that, however, there is some marked decrease in effectiveness.

Takeaways:

We can say that you may see some increases in your signup rates if you ask up to 3 pieces of information from your visitors.

However, we’d advise you view this more as a test than an assurance. See if it works for your business. Test it out for a week or two, and then make your conclusions from that.

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Summary

Taking all this data into context, we can state the following:

  • using popups with a single field (email address) will lead to consistent industry-leading rates
  • adding an addition field or two (in addition to email) can lead to higher signup rates
  • diversifying your signup forms with landing pages or interactive Wheel of Fortune can lead to higher signup rates
  • combining email address with name or birthdate can have a positive impact on your signup rates

Of course, here’s where our mantra comes into play: ABT – always be testing.

Test out variations on your store to see which signup forms and what information leads to better rates for you.

When you do that, come back here and let us know in the comments what those results were.