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Landing Page Email Capture: 2024 Best Practices, Examples, & Step-By-Step Guide

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A landing page email capture form is a simple yet very useful tool to acquire new leads and loop them into your sales funnel. And when these people in your email list are in your sales funnel, your chances of getting more sales from your ecommerce store become higher.

According to a 2022 research by Salecycle, “59% of respondents say that marketing emails have influenced their purchases.” This shows that emails are amongst one of the biggest drivers of revenue to ecommerce stores.

Furthermore, according to Omnisend, the average expected ROI for every dollar spent on email marketing is $40. Thus, emails are a cost-effective way to do digital marketing.

The numbers look very compelling, don’t they? However, you can only reap these benefits if you have an email list to market to. And this is where a landing page for email capture becomes very important.

In this article, we will be talking about email capture landing pages – the best practices, how to make one, and we’ll also look at some of the best examples that we have. Let’s begin.


What Is An Email Capture Landing Page

First and foremost, let us define what an email capture landing page is. But to do that, you need to understand what a landing page is.

A landing page is a standalone web page that is created to fulfill a specific marketing campaign. Its primary purpose is to encourage visitors to take a specific action. The actions we’re talking about vary depending on the page’s goal. It could be to make a purchase, sign up for a free trial, or subscribe to a newsletter.

When the desired action is taken, it’s then called “conversion”.

In the context of ecommerce, a landing page is designed to drive potential customers to make a purchase, inform them of exclusive deals, or provide their contact information – usually email.

Now, a landing page for email capture, as its name implies, is created for the sole purpose of obtaining visitors’ email addresses so they can be added to your email list. As simple as it sounds, an email capture landing page serves as a means for you to establish a direct line of communication with your potential customers.

And when you have this direct line of communication, you can then loop in your new leads to your sales funnel until they make a purchase.

Example of an email capture landing page by True Botanicals
Image Credits: True Botanicals

The email capture landing page includes a form where visitors can enter their email addresses. However, marketers know that capturing new email subscribers is not that easy.

In the perspective of customers, there should be a reason to give up their email addresses.  This is where incentives like discounts, exclusive offers, or valuable content come in.

All in all, acquiring new subscribers using landing page email capture enhances the overall effectiveness of marketing efforts.

💡 Quick readHow To Create Winning Email Newsletter For Your Shopify Store

Benefits Of A Successful Landing Page Email Capture

You now know that a marketing campaign isn’t complete without a strategy to capture emails and send email campaigns.

But in case you don’t know yet, there are several types of email campaigns that you can send to your subscribers. And if executed right, all these could contribute to increasing your conversion rates.

Below, we will enumerate the benefits of successfully acquiring email addresses using your dedicated landing page. These are some of the things that you can do with your email list.

01. Targeted Marketing Campaigns

An email list, cultivated through an email capture landing page, could empower your business to craft highly targeted marketing campaigns.

You can do this by using Shopify email marketing apps such as MailChimp and Klaviyo. These apps allow you to send different versions of emails to your audience depending on their preferences.

As such, you can deliver personalized content or promotions to increase the relevance of your message to them.

This highly targeted approach not only engages subscribers but also significantly raises the likelihood of converting your leads into customers.

Trivia: The best email marketing campaigns in ecommerce have an open rate of 36.92%. (Netcore Cloud) 

💡 Quick read: Shopify Email Marketing: 22+ Apps, Strategies, and Workflow

02. Promotional Offers and Exclusivity

As we mentioned, customers would always have the question, “What’s in it for me?” in their minds whenever you want them to perform a specific action. The same is true when asking them to join your email list.

And that’s why incentives are utilized in an email capture landing page.

After all that, you can further nurture your leads by sending special discounts and offers, and creating a sense of exclusivity. This is how you prevent them from hitting that “unsubscribe” button.

Furthermore, you can send timely offers when the holiday season comes, such as Black Friday and Cyber Monday – two of the biggest holidays in the US (and for ecommerce businesses for that matter) according to Adobe Analytics.

Leveraging your email list to disseminate these exclusive deals could help foster a loyal customer base which could someday increase your sales conversion rates.

Trivia: 60% of respondents claimed to have made a purchasing decision due to receiving a promo email. (Notify Visitors)

03. Personalized Product Recommendations

The data gathered from the email capture landing page contributes to building a robust email list that has a high likelihood of conversion.

In today’s age of information, these are invaluable in giving you a better understanding of your buyer persona. As a result, you can deliver personalized product recommendations to your subscribers. Based on their previous purchases, preferences, and behavior in your online store.

This personalized touch increases audience engagement and your chances of acquiring lifetime customers.

Trivia: According to HubSpot Blog Research, the most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient's interests.

04. Timely Updates and New Arrivals

Aside from encouraging your email list to buy your products, you can also send them timely updates about what’s happening in your company. Particularly if there are certain events your customers are interested in – it could be International Women’s Day, Pride Month, St. Patty’s Day, and so on.

This gives you the opportunity to show them your advocacies as a company and that you care about their interests.

Moreover, you can leverage your email list to inform your subscribers about new developments in your company – including your products. Did you just restock some of your highly coveted items?

If so, use the power of email to let people know that they are back in stock.

By delivering timely and relevant information, you can be relatable to your audience. In terms of new arrivals, you can create a sense of urgency, prompting subscribers to explore and make purchases quickly.

This direct communication is literally a key to their inboxes, thereby significantly contributing to your conversion rates.

Trivia: According to Small Business Trends, 71% of consumers prefer buying from companies aligned with their values.

05. Abandoned Cart Recovery

The email list generated from your email capture landing page is an instrumental tool that you can use to recover potentially lost sales. These are called abandoned cart recovery emails.

By identifying customers with abandoned carts and sending them an email reminder with a checkout button to make the purchase easier, your chances of finalizing a sale increase. To make it more enticing, some online stores include incentives such as discounts and free shipping.

As 46.1% of people open cart abandonment emails (AdRoll), these types of emails are worth investing your time in.

Besides, you can automate these emails using Shopify apps such as Care Cart. Thus, it won’t take too much of your time.

Trivia:Cart abandonment emails sent one hour after a customer leaves are the most effective, converting 6.33 percent of visitors. (Convince and Convert)

💡 Quick readShopify Abandoned Cart Email: 6 Ways To Recover Lost Sales

06. Win Back Lost Customers

Effective customer win-back emails remind your customers why they decided to purchase from you for the first time. And if you can rekindle the interest they once had, you can lead them to buy from you again.

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In a study conducted by Marketing Metrics, they found out that the probability of selling to an existing customer is 60% to 70%, while the probability of selling to a new prospect is only 5% to 20%.

Furthermore, it costs 5 times as much to convince a new customer to buy than to keep an existing one (Invespro).

Therefore, you should do all means possible to keep your existing customers; and if they somehow went cold, you should make an effort to win them back.

Trivia: According to Constant Contact, 45% of marketers send Customer Winback emails.

10 Best Practices In Creating A High-Converting Email Capture Landing Page

In creating an email capture form, be it for a landing page or in the form of a pop-up in your online store, there are best practices that you need to follow if you want to increase the chances of acquiring the email addresses of your website visitors.

It’s not as simple as installing a pop-up and calling it a day. Instead, there’s a proper approach to make your email capture more enticing.

Below, we have a list of ten best practices that you need to keep in mind.

01. Get To Know Your Audience

The pivotal initial stage in constructing a compelling email capture landing page revolves around having an understanding of your audience.

This includes knowing their problems and the reasons why they are on your website. You must also know the proper way of communicating with them – is it formal or casual, any specific tone that would resonate with them.

Additionally, you need to know how to grab their attention. For that, there must be an incentive that will make them feel rewarded.

To get to know your audience at a deeper level, you might need to conduct surveys, interviews, or user testing sessions to uncover more about them. This way, you’ll get to know their real interests with solid data to back you up.

With concrete results on your hand, you can craft email capture forms that pique their attention – one that has an optimal design, persuasive copy, and an irresistible offer.

Understanding your audience isn't merely the first step in designing an email capture landing page—it's the bedrock upon which all else is constructed.

02. Shape A Persuasive Value Proposition That Will Make Your Brand Stand Out

If knowing your audience is the bedrock on which your email capture lies, the persuasive value proposition is the foundation that holds your landing page together. Therefore, you must go above and beyond to craft an unparalleled offer.

Your unique value proposition or UVP is what will set your brand apart from the generic offers of your competitors. Your offer must be so enticing that declining it would seem like a bad idea.

Developing a compelling proposition involves addressing:

  • Desire: What aspirations does your audience harbor?
  • Pain-point: What challenges does your audience confront?
  • Value: What benefits does your audience reap from the offer?

03. Design Your Landing Page With Attractive Elements But Avoid Making It Look Cluttered

Design plays an important role in any type of web page. Needless to say, a boring website with very basic typeface and colors is one that won’t get traction.

However, this does not mean that you’d go overboard with your design. Instead, you need to find the sweet spot – the perfect balance between simplicity and detail.

After all, while attracting an audience to your page is essential, the objective is to captivate them with your email capture form.

So, there should be no elements that could cause distractions, or worse, visually irk your audience that they just leave.

Remember that the structure of your email capture form will determine whether or not your audience will engage with it. As such, a clutter-free page devoid of extremely intricate fonts and outlandish colors is key.

An irresistible offer alone won't suffice; simplicity is paramount to retaining potential leads.

04. Formulate A Crisp CTA for Prompt Action

A call-to-action or CTA is the word or phrase that will make your online visitor click that button that nudges towards email submission which ultimately converts them into an email subscriber.

Boring CTAs such as “Submit Email”, “Fill Out The Form”, or “Sign Up” (and others with similar wordings) might no longer work in today’s creative ecommerce space.

The rule of thumb in crafting a CTA is that it should be concise, action-oriented, and persuasive – preferably one that dangles the benefit in front of your leads’ eyes.

Thus, instead of using boring and lifeless CTAs, try using “Get My Free Ebook Now” or “Become An Exclusive Member'' or “Get My Discount Coupon”... you get the point.

Furthermore, ensure that your CTA stands out from your landing page and strategically position it to capture visitors’ attention.

05. Leverage Social Proof To Establish Trust

Social proof is one of the major purchase drivers in ecommerce as it fortifies credibility and alleviates hesitations from potential customers.

According to Bright Local, 46% of consumers feel that online business reviews are as trustworthy as personal recommendations from friends and family. Additionally, 97% of consumers look at reviews before purchasing (Trust Pulse).

With that in mind, if you don’t use social proof on your email capture landing page, you’ll be wasting opportunities to acquire fresh leads.

Therefore, you need to incorporate reviews, or display user testimonials to illustrate the impact and benefit of your offer. If possible, showcase logos of notable clients or partners, highlight features in reputable media outlets, and take advantage of mentions from social users or influencers.

06. Harness the Power Of Special Offers

Big brands capitalize on holidays with special offers for a reason. Adding a special offer or discount to their email capture landing pages is one of the tried and tested go-to marketing strategies to acquire new leads.

According to Data Reportal, 38.7% of consumers shop online because of coupons and discounts. This means that more than one-third of online shoppers look for special offers before shopping.

Therefore, adding a special offer or discount to your email capture landing page significantly increases the likelihood of potential leads submitting their email addresses.

This is one of those enticing offers that we’re talking about.

07. Trigger FOMO For Swift Conversions

The Fear of Missing Out of FOMO is real and as such, it is a potent psychological trigger. Therefore, it can be used to add an element of urgency to your email capture landing page.

You must have encountered subject lines like these in the past:

  • “Last chance to buy at a discounted price”
  • “Don’t miss this sale”
  • “The sale ends today”

All these could evoke fear in your target customers who are currently considering buying your products. And when they see this at the right moment, they might convert.

Therefore, you need to incorporate limited-time offers, countdown timers, or phrases like the ones above to propel visitors to take immediate action.

The goal isn't to induce panic but to highlight the value of immediate action. If effectively used, FOMO accelerates the conversion process.

08. Simplify Forms For Seamless Interaction

As mentioned above, a simple landing page with just the right elements and copy significantly impacts conversion rates as visitors with limited attention spans abandon tedious or invasive email capture forms.

You don’t want to waste precious leads. Therefore, only ask for essential information, if possible, only ask for their email address and nothing more. Additionally, prioritize brevity in your email capture form.

Furthermore, design forms for user-friendliness, ensuring clarity in labels and prominent display of CTA buttons. Also, you need to consider that your visitors value their privacy.

As such, display privacy policy links and make a promise not to spam (we all hate spam emails).

The main goal of a simplified sign-up form is to minimize friction and to not appear as a hassle to your visitors rather than a sweet deal.

09. Refine Through A/B Tests for Perfection

You can only know for sure that you have an optimal email capture landing page if you can compare the results between different versions of pages.

Therefore, split testing your landing pages is an excellent strategy to identify the most converting structure for lead generation.

Luckily, conducting AB tests is not very difficult to do with your Shopify store. There are dedicated apps that you can use like Shoplift if you want to conduct split tests.

There’s one caveat though, some AB testing apps could be pricey. However, these are necessary operational expenses if you are serious about your lead-gen efforts.

10. Enhance the Post-Conversion Experience

Optimizing your email capture landing page is vital in acquiring new leads. However, the post-conversion experience is equally crucial as this will make your leads experience how you treat your customers.

Acknowledge conversions promptly with a thank you page or message. Fulfill promises – do not send spam emails or else, your new leads will hit that email unsubscribe when they’ve had enough.

Be present on special occasions and holidays to have that sense of personalization. Send relevant promotions every now and then to make them feel the exclusivity that you promised.

And most importantly, use the post-conversion experience to guide your leads into becoming your lifetime customers.

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Best Email Capture Landing Pages: 10 Examples

Landing page email capture in Shopify and other online stores normally comes in the form of pop-ups. It just makes sense as their homepages also serve as landing pages for website visitors.

Be that as it may, even if they don’t come in entire pages, the best practices mentioned above still apply. And as you’ll see in the examples below, they did a great job in implementing these practices.

Let’s take a look at some of the landing page email capture forms of existing Shopify stores and let us analyze them one by one.

01. Houseplant

Houseplant email capture form

Image Credits: Houseplant

Houseplant’s email capture form employs a colorful design but it still looks easy in the eyes. It has a bold “Sign Up” CTA as a headline and it promises a 20% discount after submitting the email address.

All in all, the email capture form is well-designed and it makes use of complementing colors and imagery that represents their products.

02. Harper Wilde

Harper Wilde email capture form

Image Credits: Harper Wilde

Harper Wilde knows very well that simplicity is key in creating an email capture form. On the left side of the form is an image that represents inclusivity in age, race, and body – the brand’s main advocacy.

Although they only promise $8 off the first purchase, they follow it up with a promise of exclusive access to other perks.

Additionally, they don’t ask too many questions in their form, and instead, an email address is all that’s needed.

03. Press

Press email capture form

Image Credits: Press

Press’s email capture form includes a two-step process to acquire the address.

The first step is convincing the lead to opt into a 15% discount TODAY. And when they choose “Yes please!”, the pop-up will transition into a signup form that asks for their name, email, and phone number.

The good thing about this is that even though they ask three types of information, their email capture form does not look very intimidating at first and the audience has an option to decline.

On the other hand, those who chose Yes are very likely to leave their information.

04. Shwood

Shwood email capture form

Image Credits: Shwood

Shwood’s email capture form is one that is very plain and simple at first glance. However, when you look closer, it makes use of fear as a trigger to leave the email address.

The headline promises 10% off from the first purchase and all that’s needed is the email address. But those who don’t want it, will be faced with a button that says “No thanks, I’ll pay full price”.

As customers, most of them won’t pay full price if they can avail a substantial discount without spending extra money. Thus, choosing No now looks like an unwise idea.

05. Hauser

Hauser email capture form

Image Credits: Hauser

Hauser clearly states the action needed to achieve the value that they propose through their “Join & Save” headline.

Additionally, they did not use percentages to highlight the savings that await their potential customers. Instead, they provided a concrete monetary value of $50 – this looks bigger than saying a 10% discount.

They also don’t ask for too much info and instead only require an email address.

06. Pop Chart

Pop Chart email capture form

Image Credits: Pop Chart

Pop Chart’s landing page email capture form is the most unique one in this list as it uses wordplay that highlights their brand.

There are no promises of discounts or special offers here. Instead, what they promise is “un-spammy” updates.

To be honest, despite the lack of a UVP and compelling CTA, it still ignites curiosity and interest and it is convincing enough to make us leave our email address.

07. Madsen Cycles

Madsen Cycles email capture form

Image Credits: Madsen Cycles

You’ll see the concept of FOMO in action in the Madsen Cycles email capture form.

First off, they used an image of an energetic woman and a joyful kid with a background wall that can be mistaken for confetti. They look happy.

Secondly, they used the right words that could entice potential leads to join their community called the MADSEN Cargo Crew (sounds cool!).

The combination of the energetic image and effective copywriting makes it seem like joining their community is such an exciting idea that you don’t want to miss out.

08. Tattly

Tattly email capture form

Image Credits: Tattly

Tattly has a different approach in their landing page email capture form. At first glance it does not look like an email capture at all; instead, it appears as if it's a log-in form.

The form contains a subliminal message that those who have an account have access to exclusive rewards and perks – and those who have not signed up are getting generic pricing.

As such, it triggers the FOMO factor, and that makes this a good email capture.

09. Cambridge Satchel

Cambridge Satchel email capture form

Image Credits: Cambridge Satchel

Similar to Press’s email capture landing page, Cambridge Satchel makes use of a first-person perspective in their CTA, “Yes, give me 10% off”.

As such, this gives their audience a sense of ownership of their decision. And by simply leaving the email address, they can get that 10% discount.

All in all, the form is simple, straightforward, and hassle-free to fill out. Great job!

10. Finisterre

Finisterre email capture form

Image Credits: Finisterre

Finisterre has an email capture form that doubles as a survey form. At this level, all the leads who leave their email addresses are automatically segregated – thereby getting their preferred updates post-signup.

This lets Finisterre save costs on their email marketing (yup, email marketing can be pricey). And from the perspective of their customers, they have this reassurance that they get what they signed up for.

How To Create A Landing Page To Collect Emails Using PageFly

When it comes to building email capture landing pages, there are a bunch of apps to choose from.

However, since we are talking about landing pages specifically designed for your Shopify store, we highly recommend that you take a look at PageFly.

PageFly is specifically made to enable you to create a stunning landing page design for your Shopify store. This includes product pages, homepages, and any kind of page.

And if you want to emulate the Shopify store examples above, you can also create pop-up landing page email capture forms using PageFly.

How To Create A Landing Page To Collect Emails Using PageFly

We designed this app to have an easy-to-use interface that requires zero coding on your part.

PageFly has more than 100 templates for different types of landing pages

Image Credits: PageFly

Furthermore, we have more than 100 ready-to-use templates so you can select the landing page design that you want, personalize it to your store, and publish it.

This video by Tech Express provides a clear step-by-step guide on how you can create Shopify pages using PageFly.


By creating an effective email capture landing page, you can create a pool of leads to whom you can send targeted marketing messages, promotions, and updates. This will help you foster a long-term relationship with your customers and encourage repeat business.

However, the main essence of email marketing is not to generate sales, send promotions, or advertise your exclusive deals.

Instead, email marketing is about making your business memorable – leaving a lasting impact on your customers’ minds. It just so happens that this is achieved by sending different types of campaigns.

At the end of the day, ecommerce is a competition in which the best marketer wins. And the best marketers in the world know that emails are one of the keys to success.

So, it’s about time that you take your email capture efforts to the next level.

We hope that the examples we mentioned above taught you how to create a compelling email capture landing page. Now, it’s time that you apply your new knowledge to your business.

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