Building a Better Email Signup Form: My Experiment to Get 10 New Subscribers by March 31
A great email list starts with a great lead capture form. But what makes a form great? I’m putting best practices to the test with a lead capture experiment designed to grow my email list. In the first quarter, I’ll document what works, what doesn’t, and how small tweaks can lead to big results. Or will they? Let’s find out.
Tackling the Challenge of Email Signup Forms
The Game Plan: Testing Email Signup Form Success
The Offer
Share Your Signup Form Wins and Lessons
“Email signup forms are the gateway to growing your email list—and your business. The goal? Use proven best practices to create a form that works for me and my clients.”
Tackling the Challenge of Email Signup Forms
As a marketer, I’ve heard the same question from clients over and over again: “How do I get more leads?” The answer isn’t always simple, but it does start with one foundational element: a lead capture form.
The challenge is creating a form that doesn’t just sit there—it converts. Without a strong lead capture form, you’re leaving potential leads (and revenue) on the table. And if I’m going to help my clients improve their forms, I need to make sure mine is up to par first.
That’s why I’m launching this experiment: to use my own lead capture form as a test case for best practices and see if I can hit my goal of 10 new email subscribers by March 31, 2025.
The Game Plan: Testing Email Signup Form Success
Here’s the game plan for this experiment:
The email signup form I’ll be experimenting with.
1. Use Best Practices for Lead Capture Forms
I’m following Andy Crestodina’s email signup form ideas from Orbit Media, focusing on these essentials:
A clear and compelling headline
Minimal fields for ease of completion
Eye-catching design and placement
An irresistible value proposition
2. Set a Measurable Goal
The target is clear: 10 new email subscribers by March 31. It’s not a moonshot, but it’s achievable and gives me the data I need to refine my approach.
3. Check In Weekly
Every Monday, during my Monday Morning Meeting I’ll review:
Total traffic to the page
Conversion rate (visitors vs. sign-ups)
Insights into what’s working—or not working
4. Final Analysis in April
At the beginning of April, I’ll share a full breakdown of the experiment, including lessons learned, what I’d do differently, and actionable tips you can use for your email signup efforts.
Why This Matters
If you’re struggling to generate leads, you’re not alone. Many business owners don’t know where to start when it comes to building an email list. By sharing this process, I hope to demystify lead capture forms and show how small changes can make an impact. Or not. We’ll see! Maybe it’s being specific as to which small changes make an impact.
What I’m Offering in Exchange for Sign-Ups
My lead magnet is designed with value in mind: actionable content strategies that help you build better campaigns, faster. When someone signs up, they’ll get:
Two monthly emails packed with tips, tools, and resources
Blog posts sent directly to their inbox.
Share Your Email Signup Form Wins and Lessons
Have you experimented with lead capture forms? I’d love to hear what worked for you—and what didn’t. Drop your insights in the comments below, or share your favorite email signup tips.
April Insights: What Success Looks Like for Email Signup Forms
By April, I’ll know whether this experiment was a success. But more importantly, I’ll have gained valuable insights into what makes a lead capture form truly effective—and how I can help my clients do the same.
Annie Figenshu
Annie Figenshu is keenly aware that many companies are pressed for time, and every minute counts. She helps brands make the most of their email and social media marketing so that their hard work is shared with the world. Annie is certified in both StoryBrand and Mailchimp, has two kids with Beatles-themed names, and is afraid to think what a day without coffee would look like.