Klaviyo Forms: Complete Guide

Quick Summary:

Klaviyo Forms capture email and SMS signups through popups, flyouts, and embedded forms, with A/B testing and targeting rules to show the right form to the right visitor.

What Are Klaviyo Forms?

Forms capture new subscribers -- email, SMS, or both -- directly on your website, using popups, flyouts, embedded blocks, or full-page takeovers. Beyond basic capture, forms support targeting rules (exit-intent, page-specific, new-vs-returning visitor logic) and A/B testing to genuinely optimize conversion rather than using one generic signup form everywhere.

How to Build One

  1. Go to Sign-up Forms and choose a form type (popup, flyout, embed, full-page).

  2. Design the form content, including any incentive (discount code, free shipping) driving signup.

  3. Set targeting rules -- exit-intent, specific pages, or new-visitor-only display.

  4. Add an SMS opt-in checkbox if collecting SMS consent alongside email.

  5. Publish, then monitor conversion rate and consider A/B testing variations.

A Real-World Example

An ecommerce store shows an exit-intent popup offering 10% off to first-time visitors who are about to leave without signing up, while returning subscribers never see it (targeting rules exclude known profiles). The form triggers a welcome flow immediately upon submission, delivering the discount code in the very first email.

💡 Pro Tip

Test the incentive itself, not just the form design -- a 10% discount versus free shipping versus a free gift often moves conversion rate far more than visual tweaks to the form's colors or layout.

Frequently Asked Questions

What form types does Klaviyo support?

Popups, flyouts, embedded forms, and full-page forms are all supported, covering different placement and visibility strategies on your site.

Can I A/B test different form designs?

Yes, form-level A/B testing lets you compare different copy, incentives, or designs to see which converts more subscribers.

Can a form collect SMS consent separately from email consent?

Yes, forms can include a dedicated SMS opt-in checkbox with its own compliant disclosure, separate from the email signup itself.

Can forms show different content to new versus returning visitors?

Yes, targeting rules can differentiate based on whether the visitor is a known profile, letting you avoid showing a signup form to someone already subscribed.

Does Klaviyo support exit-intent popups?

Yes, exit-intent triggering is a standard targeting option, showing a form specifically when a visitor's behavior suggests they're about to leave.

Can I offer a discount code automatically upon form submission?

Yes, forms commonly integrate with a coupon/discount code system, either displaying a static code or generating a unique one per signup.

Can forms be restricted to show only on specific pages?

Yes, page-level targeting rules let you show different forms on different sections of your site, rather than one generic form everywhere.

How do I prevent the same visitor from seeing a popup repeatedly?

Frequency capping settings control how often a dismissed or already-converted form reappears for the same visitor.

Can form submissions trigger a flow immediately?

Yes, form submission is a common flow trigger, letting a welcome series begin the moment someone signs up rather than on a delay.

Can I customize form styling to match my brand without coding?

Yes, the visual form builder supports styling customization (colors, fonts, imagery) without needing custom CSS, though custom CSS is also available for more specific design needs.