How to Use Forms at Every Stage of the Marketing Funnel (Klaviyo Guide)

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How to Use Forms at Every Stage of the Marketing Funnel (Klaviyo Guide)

Klaviyo 15.04.2026 80 просмотров 8 лайков

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Most brands only use forms for email signups, but that’s just the beginning. Learn how to expand your form strategy across the entire marketing funnel to capture more intent, improve conversions, and drive more revenue with Klaviyo. Want to level up your strategy? Get certified with Klaviyo Academy: 👉 https://academy.klaviyo.com/en-us/cer... 👉 Explore Klaviyo Web Forms: https://www.klaviyo.com/features/web-... What you’ll learn (form strategy best practices you can apply immediately): How to move beyond basic email capture and use forms across the full funnel How to identify key moments of intent on your website How to use forms to guide customers toward conversion and retention How to personalize form experiences based on behavior How to turn form interactions into a scalable growth strategy By the end, you’ll have a clear framework to use forms as a powerful tool across acquisition, conversion, and retention—not just list growth. ⏱️ Timestamps: 00:00 Introduction – Why most brands underutilize forms 00:10 The problem – Thinking of forms only as email capture 00:20 What an advanced form strategy looks like 00:30 Using forms to capture real-time intent 00:45 Applying forms across the marketing funnel 01:00 Examples of high-impact form placements 01:15 Personalizing forms based on behavior 01:30 Turning form engagement into conversions and retention 01:45 Wrap-up – Building a full-funnel form strategy Got questions or suggestions for future videos? Drop a comment below—we’d love to hear from you! ABOUT KLAVIYO Klaviyo (NYSE: KVYO) is the only CRM built for B2C brands. Powered by its built-in data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Create your free account today: https://www.klaviyo.com/sign-up 💡 Don't forget to Subscribe on YouTube and follow us here: Twitter: / klaviyo Linkedin: / klaviyo Facebook: / klaviyo Instagram: / klaviyo #Klaviyo #LeadCapture #MarketingFunnel #ConversionOptimization #EcommerceMarketing #EmailMarketing #CustomerAcquisition

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Introduction – Why most brands underutilize forms

When many brands think about on-site forms, they typically only think about one thing: first-time sign-ups. While subscribing to your brand's marketing channels is an important first step in their journey, an advanced form strategy

The problem – Thinking of forms only as email capture

goes much further than that. It capitalizes on a site visitor's attention in the moment to move them forward in the marketing funnel to

What an advanced form strategy looks like

conversion or retention. But before we go on, if you're finding this video helpful, be sure to click like and subscribe for more content like this. As people navigate through your site

Using forms to capture real-time intent

their needs change. Some visitors are discovering your brand for the first time. Others are comparing products or preparing to buy. And loyal customers may head straight to checkout to restock their favorites, where sign-up forms can feel irrelevant or even distracting.

Applying forms across the marketing funnel

Different moments call for different form experiences. So advanced strategies adjust to meet people where they are. At the discovery stage, forms should help visitors understand your value before asking for commitment. For example, use a low-friction welcome form

Examples of high-impact form placements

that explains what makes your brand different before offering an incentive to subscribe. As interest grows, forms reinforce relevance. Trigger forms based on browsing behavior, such as displaying an item they perused with a quick link to buy, and a counter for all the people

Personalizing forms based on behavior

who have already added this to their cart, instructing them to shop now while supplies last. You can even trigger forms to encourage someone to opt into back-in-stock alerts if the item is sold out. Closer to purchase, forms should reduce

Turning form engagement into conversions and retention

hesitation. Show time-sensitive forms during high-intent moments, like exit intent on the shopping cart or checkout pages. After purchase, forms can deepen relationships. Service loyalty or VIP-only forms to returning customers based on their past

Wrap-up – Building a full-funnel form strategy

purchase behavior. If someone was once a repeat customer and has just returned to your site after period of inactivity, show off an exclusive discount to win them back. And beyond conversion, forms can also inform. Use announcement forms to communicate operational updates, key deadlines, or major campaigns that shape expectations. It's also important to remember that most form completions happen on mobile devices. In many cases, around 80% of submissions come from mobile, which makes mobile optimization essential. Forms should be easy to read, quick to complete, and designed for smaller screens. An advanced form strategy treats on-site experiences as dynamic touchpoints, not static sign-up tools. When forms evolve with customer intent, they help guide visitors from first interaction to long-term loyalty. If you found this video helpful, be sure to click like and subscribe, and check out the description for more content like this to help you learn and grow with Klaviyo.

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