Beatriz Lopes | 24.06.2025

What Makes People Actually Complete a
Sign-Up Form? (Examples and Templates)

What do email lists, newsletters, and free SaaS trials all have in common? They begin with a sign-up form. That’s the first step — a simple tool that powers some of the most essential lead generation strategies. Chances are, most people have completed dozens of these forms without a second thought. But building one that actually works? That takes intention. Every field, button, and layout choice can impact conversions.

This post breaks it all down: how to build high-performing email sign-up forms, what makes them effective, and the small tweaks that make a big difference. You’ll find practical best practices, a few standout examples, and seven quick tips to help your forms convert better (without adding complexity).
Beatriz Lopes |10.06.2025

What Makes People Actually Complete a
Sign-Up Form? (Examples and Templates)

What do email lists, newsletters, and free SaaS trials all have in common? They begin with a sign-up form. That’s the first step — a simple tool that powers some of the most essential lead generation strategies. Chances are, most people have completed dozens of these forms without a second thought. But building one that actually works? That takes intention. Every field, button, and layout choice can impact conversions.

This post breaks it all down: how to build high-performing email sign-up forms, what makes them effective, and the small tweaks that make a big difference. You’ll find practical best practices, a few standout examples, and seven quick tips to help your forms convert better (without adding complexity).
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Sign-up forms explained

A sign-up form is a tool used to collect customer information for marketing or business use.

It gives people a simple way to show interest — helping businesses start a relationship with potential or existing customers.


Signup forms are more used for:


• Newsletter subscription (81% of B2B marketers)

• Event registration (73% of B2B marketers)

• Resource download (55% of B2B marketers)


Sign-up forms are commonly used to grow email and contact lists, share newsletters, promote offers, or support other lead generation efforts. They can also be used for things like event sign-ups or registrations.

Sign-up forms explained

A sign-up form is a tool used to collect customer information for marketing or business use.

It gives people a simple way to show interest — helping businesses start a relationship with potential or existing customers.


Signup forms are more used for:


• Newsletter subscription (81% of B2B marketers)

• Event registration (73% of B2B marketers)

• Resource download (55% of B2B marketers)


Sign-up forms are commonly used to grow email and contact lists, share newsletters, promote offers, or support other lead generation efforts. They can also be used for things like event sign-ups or registrations.

  • 81%
    Newsletter subscription
    B2B marketers
  • 73%
    Event registration
    B2B marketers
  • 55%
    Resource download
    B2B marketers)
  • 81%
    Newsletter subscription
    B2B marketers
  • 73%
    Event registration
    B2B marketers
  • 55%
    Resource download
    B2B marketers)

Sign-up forms are commonly used to grow email and contact lists, share newsletters, promote offers, or support other lead generation efforts. They can also be used for things like event sign-ups or registrations.

Sign-up forms are commonly used to grow email and contact lists, share newsletters, promote offers, or support other lead generation efforts. They can also be used for things like event sign-ups or registrations.

Common uses for sign-up forms:

• Creating a new account
• Starting a free trial
• Joining a mailing list
• Subscribing to a newsletter
• Registering for an event

With 81% of B2B marketers using email newsletters as part of their content strategy, it’s likely a sign-up form will play a key role in how businesses connect with their customers. Designing one might look straightforward, but getting it right takes more than just adding fields. If the form isn’t user-friendly, visitors may drop off — and that means missed leads or sales. Whether you’re starting from a template or building something custom, the goal stays the same: keep it smooth and simple. The less effort it takes to sign up, the more people will follow through.

Common uses for sign-up forms:

• Creating a new account
• Starting a free trial
• Joining a mailing list
• Subscribing to a newsletter
• Registering for an event

With 81% of B2B marketers using email newsletters as part of their content strategy, it’s likely a sign-up form will play a key role in how businesses connect with their customers. Designing one might look straightforward, but getting it right takes more than just adding fields. If the form isn’t user-friendly, visitors may drop off — and that means missed leads or sales. Whether you’re starting from a template or building something custom, the goal stays the same: keep it smooth and simple. The less effort it takes to sign up, the more people will follow through.

Step-by-step: Creating a sign-up form that converts

There’s a lot to think about — especially if the goal is to follow proven best practices. Here’s a quick six-step process to build a well-optimized sign-up form.

Step-by-step: Creating a sign-up form that converts

There’s a lot to think about — especially if the goal is to follow proven best practices. Here’s a quick six-step process to build a well-optimized sign-up form.

1. Pick your platform or setup

One of the most common ways to build a sign-up form is through email marketing platforms like Marketune, which offer ready-made templates and customization tools.

Around 85% of B2B companies rely on email software to support lead generation, content marketing, and form creation. These tools typically allow forms to be added directly to a website, including formats like embedded forms or exit-intent popups. While it’s possible to hand-code a form using HTML or similar methods, a dedicated tool tends to make setup and ongoing updates much easier to manage.

1. Pick your platform or setup

One of the most common ways to build a sign-up form is through email marketing platforms like Marketune, which offer ready-made templates and customization tools

Around 85% of B2B companies rely on email software to support lead generation, content marketing, and form creation. These tools typically allow forms to be added directly to a website, including formats like embedded forms or exit-intent popups. While it’s possible to hand-code a form using HTML or similar methods, a dedicated tool tends to make setup and ongoing updates much easier to manage.

2. Choose the right type of sign-up form

The purpose behind the form will shape how it’s designed. Is it meant for newsletter sign-ups? Email list growth? Event registrations? That goal influences both the layout and how much information the form collects. For example, a short pop-up or floating bar can work well when the aim is to build an email list quickly.
For something like event registration, you’ll probably need to collect more details from users. In that case, an inline form or a sidebar layout might be a better fit.

2. Choose the right type of sign-up form

The purpose behind the form will shape how it’s designed. Is it meant for newsletter sign-ups? Email list growth? Event registrations? That goal influences both the layout and how much information the form collects. For example, a short pop-up or floating bar can work well when the aim is to build an email list quickly.
For something like event registration, you’ll probably need to collect more details from users. In that case, an inline form or a sidebar layout might be a better fit.

3. List the information to collect from users

Start by identifying the type of information needed from new subscribers. Names and email addresses are almost always essential, but additional details can be useful too. For example, details like industry or company size can support content personalization and help shape marketing or sales strategies that close more deals. It’s important to be strategic. Each field added to the form should serve a clear business goal — like lead nurturing or customer segmentation .

3. List the information to collect from users

Start by identifying the type of information needed from new subscribers. Names and email addresses are almost always essential, but additional details can be useful too. For example, details like industry or company size can support content personalization and help shape marketing or sales strategies that close more deals. It’s important to be strategic. Each field added to the form should serve a clear business goal — like lead nurturing or customer segmentation .

4. Eliminate unnecessary fields

In a world driven by data, it’s tempting to ask for as much information as possible to shape marketing and sales strategies. But as mentioned earlier, long or complex forms can lead to drop-offs before submission. Review the list created in the previous step and remove anything that’s redundant or not essential. For instance, location data might be helpful — but a city or zip code could be enough instead of a full street address. Remember, the sign-up form is just the beginning. There will be more opportunities to gather details as the relationship progresses and as new subscribers move through the sales cycle.

4. Eliminate unnecessary fields

In a world driven by data, it’s tempting to ask for as much information as possible to shape marketing and sales strategies. But as mentioned earlier, long or complex forms can lead to drop-offs before submission. Review the list created in the previous step and remove anything that’s redundant or not essential. For instance, location data might be helpful — but a city or zip code could be enough instead of a full street address. Remember, the sign-up form is just the beginning. There will be more opportunities to gather details as the relationship progresses and as new subscribers move through the sales cycle.

5. Craft a strong, compelling CTA

The call-to-action button is one of the most important parts of a sign-up form. It’s the final nudge that can turn a visitor into a subscriber.
Many form templates default to a generic “Submit” — but that doesn’t offer much motivation.
A well-written CTA is short, specific, and gives a clear reason to complete the form.

It can make the difference between hesitation and action.

Here are a few examples of effective sign-up form CTAs:
• Get the newsletter
• Find out more about [product]
• Speak with an [industry] expert
• Save a spot
• Send the latest deals

5. Craft a strong, compelling CTA

The call-to-action button is one of the most important parts of a sign-up form. It’s the final nudge that can turn a visitor into a subscriber.
Many form templates default to a generic “Submit” — but that doesn’t offer much motivation.
A well-written CTA is short, specific, and gives a clear reason to complete the form.

It can make the difference between hesitation and action.

Here are a few examples of effective sign-up form CTAs:
• Get the newsletter
• Find out more about [product]
• Speak with an [industry] expert
• Save a spot
• Send the latest deals

6. Run A/B tests to improve performance

A/B testing — or split testing — is an effective strategy to optimize sign-up forms.
It involves showing two different versions to similar audience segments to compare results.

When testing elements like CTAs, layouts, or landing pages, it’s important to change only one variable at a time.

This helps pinpoint what’s working and what’s not. Most email marketing softwareinclude built-in A/B testing features to make the process easier and more accurate.

6. Run A/B tests to improve performance

A/B testing — or split testing — is an effective strategy to optimize sign-up forms.
It involves showing two different versions to similar audience segments to compare results.

When testing elements like CTAs, layouts, or landing pages, it’s important to change only one variable at a time.

This helps pinpoint what’s working and what’s not. Most email marketing softwareinclude built-in A/B testing features to make the process easier and more accurate.

4 sign-up form best practices to turn more visitors into leads

Looking to improve how your forms perform?
Here are four tried-and-true practices that help boost conversions and make your forms more effective.

4 sign-up form best practices to turn more visitors into leads

Looking to improve how your forms perform?
Here are four tried-and-true practices that help boost conversions and make your forms more effective.

1. Keep it short, clean, and focused

Long forms often lead to drop-offs.
Asking for too much information upfront can create friction that stops people from completing the process. It helps to collect only the essentials.
For instance, if a zip code is enough to determine location, there’s no need to request city and state separately. An easy way to simplify a sign-up form is by allowing users to sign in with accounts from platforms like Google, Facebook, or LinkedIn. These social login options can be integrated by a developer using the tools those platforms provide. This method often speeds up the process and results in more reliable data.

1. Keep it short, clean, and focused

Long forms often lead to drop-offs.
Asking for too much information upfront can create friction that stops people from completing the process. It helps to collect only the essentials.
For instance, if a zip code is enough to determine location, there’s no need to request city and state separately. An easy way to simplify a sign-up form is by allowing users to sign in with accounts from platforms like Google, Facebook, or LinkedIn. These social login options can be integrated by a developer using the tools those platforms provide. This method often speeds up the process and results in more reliable data.

2. Make the value easy to spot

People want to know what they’re signing up for, and why it matters.
A form works best when the benefits are clear and compelling. Whether it’s exclusive discounts, expert insights, or early access to a free trial, the offer should be obvious from the start.
Clear messaging on the page helps set expectations and encourages action.
Highlight any standout perks or useful features that make signing up feel like a smart move.
A strong, visible incentive can make all the difference.

Some incentives have proven especially effective in driving sign-ups:
• 55% of B2B marketers say offering articles and content helps move leads through the sales funnel
• 48% of marketers in the UK report success with email-based deals
• 45% have seen strong results from sharing helpful advice and information

2. Make the value easy to spot

People want to know what they’re signing up for, and why it matters.
A form works best when the benefits are clear and compelling. Whether it’s exclusive discounts, expert insights, or early access to a free trial, the offer should be obvious from the start.
Clear messaging on the page helps set expectations and encourages action.
Highlight any standout perks or useful features that make signing up feel like a smart move.
A strong, visible incentive can make all the difference.

Some incentives have proven especially effective in driving sign-ups:
• 55% of B2B marketers say offering articles and content helps move leads through the sales funnel
• 48% of marketers in the UK report success with email-based deals
• 45% have seen strong results from sharing helpful advice and information

3. Set clear expectations around communication

Online visitors are often hesitant to fill out forms if they think it might lead to a flood of promotional emails or spam calls.
That hesitation can be reduced by being upfront about what to expect, such as how often emails will be sent or the type of content being shared, and giving user control over this.
It also helps to offer options.
Letting users select their preferred communication type or frequency shows transparency and builds trust.

3. Set clear expectations around communication

Online visitors are often hesitant to fill out forms if they think it might lead to a flood of promotional emails or spam calls.
That hesitation can be reduced by being upfront about what to expect, such as how often emails will be sent or the type of content being shared, and giving user control over this.
It also helps to offer options.
Letting users select their preferred communication type or frequency shows transparency and builds trust.

4. Prioritize mobile-friendly design

With 54% of web traffic coming from mobile devices, sign-up forms need to work seamlessly on smartphones.
Responsive design is key.
Forms should be easy to complete on any screen — short, clear, and touch-friendly. The goal is to offer a consistent experience no matter what device someone is using. In countries like the U.S. and UK, where mobile internet usage is especially high (94% and 83% respectively), optimizing for mobile is an absolute must.
Even in areas like the Asia-Pacific region, where mobile internet usage stands at 48%, smartphone adoption continues to rise.

4. Prioritize mobile-friendly design

With 54% of web traffic coming from mobile devices, sign-up forms need to work seamlessly on smartphones.
Responsive design is key.
Forms should be easy to complete on any screen — short, clear, and touch-friendly. The goal is to offer a consistent experience no matter what device someone is using. In countries like the U.S. and UK, where mobile internet usage is especially high (94% and 83% respectively), optimizing for mobile is an absolute must.
Even in areas like the Asia-Pacific region, where mobile internet usage stands at 48%, smartphone adoption continues to rise.

3 strong examples of effective sign-up forms

So what do all these optimization tips look like when put into action? Here are a few standout sign-up form examples to help spark ideas for your next design.

3 strong examples of effective sign-up forms

So what do all these optimization tips look like when put into action?
Here are a few standout sign-up form examples to help spark ideas for your next design.

1. Intuit

Intuit’s registration form is built for simplicity. Rather than requiring a separate sign-up for each product, one form gives access to all.
This streamlined approach not only reduces friction for users but also increases the chances of cross-product engagement, making future purchases easier and more likely.

Why this sign-up form stands out:

• Only three fields to fill out

• Optimized for mobile use

• One account works across all Intuit products


1. Intuit

Intuit’s registration form is built for simplicity. Rather than requiring a separate sign-up for each product, one form gives access to all.
This streamlined approach not only reduces friction for users but also increases the chances of cross-product engagement, making future purchases easier and more likely.

Why this sign-up form stands out:

• Only three fields to fill out

• Optimized for mobile use

• One account works across all Intuit products


2. Postman

Postman also keeps its sign-up form concise.
But alongside the short form, it adds context — giving a quick explanation of the value behind creating an account.

It is necessary to choose a visual aid that is appropriate for the topic and audience.
What makes this form effective:
• Clean and minimal layout
• Bright, engaging visuals
• Option to sign up using a social account
• Clear benefit highlights included on the page

2. Postman

Postman also keeps its sign-up form concise.
But alongside the short form, it adds context — giving a quick explanation of the value behind creating an account.


It is necessary to choose a visual aid that is appropriate for the topic and audience.
What makes this form effective:
• Clean and minimal layout
• Bright, engaging visuals
• Option to sign up using a social account
• Clear benefit highlights included on the page

3. Marketune

Marketune’s sign-up form for a free (forever) account is built for simplicity, making it as easy as possible to get started with just one field to fill out.
It is necessary to choose a visual aid that is appropriate for the topic and audience.
What makes this form easy to convert:
• Ultra-short setup with a single input field
• Includes a strong testimonial to build trust and credibility
• Highlights that getting started is instant — no credit card or long form required to remove all possible friction barriers

3. Marketune

Marketune’s sign-up form for a free (forever) account is built for simplicity, making it as easy as possible to get started with just one field to fill out.
It is necessary to choose a visual aid that is appropriate for the topic and audience.
What makes this form easy to convert:
• Ultra-short setup with a single input field
• Includes a strong testimonial to build trust and credibility
• Highlights that getting started is instant — no credit card or long form required to remove all possible friction barriers

Boost sign-up form conversions today

A well-designed sign-up form can go a long way in improving conversions — whether it’s for building a subscriber list, collecting event registrations, or generating qualified leads.
Keeping forms short and simple makes it easier for people to share the details that help move a business forward.
Need templates or tools to build better forms? Marketune offers everything needed to create high-performing sign-up forms with ease.

Boost sign-up form conversions today

A well-designed sign-up form can go a long way in improving conversions — whether it’s for building a subscriber list, collecting event registrations, or generating qualified leads.
Keeping forms short and simple makes it easier for people to share the details that help move a business forward.
Need templates or tools to build better forms? Marketune offers everything needed to create high-performing sign-up forms with ease.
Turn all new sign-ups into customers (on autopilot)
Marketune helps turn subscribers into customers with powerful email automation tools. Create your free (forever) account and get started today.
Turn all new sign-ups into customers (on autopilot)
Marketune helps turn subscribers into customers with powerful email automation tools. Create your free (forever) account and get started today.
Don't hesitate to reach out :)
Share with us your success stories and get that insider scoop on exactly how we've helped our affiliates leverage these tips.
Don't hesitate to reach out :)
Share with us your success stories and get that insider scoop on exactly how we've helped our affiliates leverage these tips.
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