How to increase sign up rate - 6 tips to get more conversions

How to increase sign up rate – 6 tips to get more conversions

If you’re wondering how to increase newsletter sign up rates, free trial sign up rates or demo request rates then this list is for you.

Show off how many sign ups you already have

If you got 1,000 sign ups already, show them. People will be more likely to give you their email address if they see that other people already did.

This is called herd behaviour and if used correctly can reduce friction by a lot.


The Hustle does this extremely well. Right above the email address field, they state “Join the 1m+ people who The Hustle”.

That simple sentence has multiple effects on people’s minds. First, it makes them think that they are missing out on something enjoyed by a million others. 

It reassures them that the newsletter is top quality, otherwise The Hustle would not have that many subscribers.

In addition, instead of simply writing “Join 1m+ subscribers”, they actually emphasize that all these are actually reading their emails: “1m+ people who read The Hustle”. This further reduces the friction and the fears that people have when subscribing. 

They know the materials these guys provide are top quality and read by a lot of other people.

Get more sign ups by offering a discount

This tactic has been used over and over again by big brands, so why shouldn’t you use it too?

The principle of reciprocity is at play here, people will be more likely to give you their email address if you give them something in return.


Cropp is a major eastern European clothing retail shop. They offer a 10% discount on your order if you subscribe to their newsletter.

They don’t even try to hide that you are going to subscribe to their newsletter, which is a great practice. If you want people to continue reading your emails, you have to let them know that they are subscribing to your newsletter.

Offer a freebie in exchange of an email


Freebies are even better than discounts when you want to increase your sign ups.

Ebooks are great for generating more leads and more sign ups. You can either recycle your content and create an ebook out of it, like I explained in this article, or create something new and exclusive.

The more information you can provide, the more likely people will be to subscribe to your newsletter.

Just don’t forget to ask your users permission before you start sending a single email to them.

Add an exit intent popup to recover abandoning visitors

A user that is going to exit your website may be lost forever. Include an exit intent popup to your site and get back some of the ones that are going to leave and never return.

If you have any doubts or questions regarding how these work or how to implement them, go check out our article that explains all you need to know about exit intent popups.

A combination between freebies, discounts, gamification and exit intent technology is a sure way of increasing your signups.

Pura vida has them all. When someone is trying to exit, they see the wheel of fortune. By clicking on the spin button they can either get a discount or a free bracelet.

After the wheel spins and they get their prize, users have to enter their email address to redeem their code.

Personalize your sign up forms

Personalization is the future of marketing. People want to have seamless experiences tailored to their needs.

If you have users from all over the globe on your website you might want to greet them differently.

You can find a ton of tools that allow you to personalize your popups or sign up forms, from Google Optimize to all around solutions like Klaviyo.

Reduce sign up form fields

Don’t ask users their phone number if you are not going to use it. Similarly, don’t ask their birthday if you are not going to send them a gift or discount.

We’ve published a case study where we’ve deleted a few form fields and it proved to increase the relative conversion rate by 43%.

Even though the focus of the experiment was to increase revenue, you can do the same with your sign up forms.

The lengthier they are, the less people will actually bother to complete them.

Go ahead and run a test of your own and see if this can increase your sign up rate.

By Dan Cucolea

I am a conversion rate optimization specialist at Ontrack Digital.
I am a Spreadsheets Wizard who can translate any data into a lovely graph that even has a story behind it.

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