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

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.

Here’s the game plan for this experiment:

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.

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.

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.

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.

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.