Design stunning opt-ins that engage your audience.
Here's how to use the Kit Form builder to create beautiful, engaging opt-ins that help you convert followers into fans.
Choose a Form template
Go to Grow > Landing Pages & Forms in the navigation.
Then, click the + Create new button.
On the next page, select the Form option on the left. If you want to create a Landing Page, check out this article instead.
Next, choose your Form's display format:
Inline Forms appear in one position on a page where they’re embedded
Modal Forms appear over a page (like a pop-up)
Slide-in Forms slide into your page
Sticky-bar Forms appear at the top of the page, over your content, and "stick" in place even as your visitors scroll down the page
Then, choose a Form template. There are different options depending on the display format you chose.
Once you've chosen a Form template, you'll be taken to the Form builder to customize your Form.
Customizing your Form's content
Click your Form's heading, paragraph, or button text, and you'll be able to:
Add or delete text using your keyboard
Reformat your text using the + icon menu that appears on the left. For example, you can change your paragraph text to heading text, or format it as a numbered list.
Add content to your Form, like a file, image, gallery, and links, using using the + icon menu that appears on the left. Once you've added this content, click it to get customization options. To delete the content, place your cursor before or after it, and hit your keyboard's Delete or Backspace button respectively.
NOTE: If the + icon menu doesn't appear, this means customization options aren't available for that part of the Form.
Customizing your Form's design
The General styles bar at the right of the Form builder lets you change your Form's template and add custom CSS.
You can also change the Form's background color, border radius, background image, and more—the full range of options depends on the Form template.
As you click different parts of your Form—heading, description, fields, subscribe button, and so on—the sidebar will update to reflect your selection and its available styles.
For instance:
Clicking the Form's fields lets you customize their labels, whether to save the field input as a custom field or Tag, and the fields' colors and font weights
Clicking the Form's subscribe button lets you customize its colors, border radius, and font weight
Add more Form fields by clicking the + button under the last field:
If your Form has multiple fields, reorder them by clicking and dragging the hamburger icons on their left.
Saving Form field information
Apart from collecting subscribers' email addresses, you can collect other information and save them as custom fields or Tags.
Custom fields are useful if you want to let subscribers enter information—such as their first name—without restrictions.
Meanwhile, Tags are useful for offering subscribers a selection of predefined options to choose from—such as whether they are a beginner, have intermediate knowledge, or are an expert.
Learn how to save Form field information as custom fields and Tags here:
Form builder toolbar
Across the top of the Form builder, you'll see a toolbar with Form settings and options:
Preview
The Preview function lets you see a live version of the Form.
Reports
The Reports page lets you see how well your Form is performing according to these metrics:
The number of visitors, or users who have seen the Form, over the last 90 days
The number of subscribers, or users who signed up through the Form and (if double opt-in is enabled) verified their email address, over the last 90 days
The conversion rate over the last 90 days, calculated using this formula: Number of subscribers / number of visitors x 100%
The number of subscribers, or users who signed up through the Form and (if double opt-in is enabled) verified their email address, since the Form's creation
NOTE: If you use a third-party integration to add subscribers to your Kit Form, the Form's conversion rate will be skewed or 100% since no one is "visiting" it. (They’re actually visiting the integration.)
Export your Form's subscriber list
Click the Download Subscriber List button on the right to export a CSV file of all subscribers who signed up through this Form.
A download link for the export file will be emailed to the Kit account owner. The link will expire after five days.
Settings
Click Settings to load a Form Settings window with options for modifying the Form's behavior.
Under General, you can set up what happens after a user subscribes to your Form:
Show a success message
Redirect the user to an external page, like a confirmation page
Click Save to save your changes.
Domain Name
The Domain Name section lets you set your Form's URL. This is useful if you want to share your Form directly, like a landing page, instead of embedding it on a webpage.
You can customize your Form's:
Custom domain, which is the "website" your Form can be found on. You'll need to add your custom domain to your Kit account before you can select it from the dropdown menu. If you haven't added any custom domains, your Form will use your default Kit account domain.
Page URL (or URL slug), which is the last part of the URL that points to your Form. For example,
accountdomain.kit.com/your-page-url-goes-here.
Click Save to save your changes.
Incentive
The Incentive section lets you choose whether to send subscribers an incentive email. The incentive email is also known as a confirmation email and will be sent when someone subscribes to your Form.
You can enable the incentive email to:
Send subscribers a lead magnet you've promised them
Turn on double opt-in to confirm the subscriber's interest in joining your email list
Learn more about this section's settings in our incentive email guide.
Click Save to save your changes.
Advanced
The Advanced section lets you control how your Form behaves when it's being filled out, and what happens after that.
The Change what's shown to return visitors... setting determines what visitors who've already filled out this Form will see when they revisit the page:
Continue to show the same Form
Hide the Form
Show custom text content in place of the Form
NOTE: Users who subscribed through a different Form will still see this Form even if you've set it to hide or show custom content.
Users who subscribed through this Form will also see it again if they clear their browser cookies. That's because we use a cookie to track subscriptions, and it gets removed when cleared.
Enable the Send subscriber data setting to add the subscriber's first name, email address, and ID to the URL of the page subscribers are redirected to after signing up to the Form.
Let's say you have the Form set to redirect subscribers to your thank you page. So, instead of landing on https://homepage.com/thank-you, the subscriber would land on something like https://homepage.com/thank-you?email=name@email.com.
This may be useful if your Form's thank you page is set up to display the subscriber's data in some meaningful way, like displaying a "Thank you for subscribing, [First Name]!" message.
Enable the Invisible reCAPTCHA setting to monitor for and prevent potential bot signups. If reCAPTCHA suspects a user of being a bot, the user might need to take extra steps to prove they aren't one before they can join your email list.
Using reCAPTCHA can reduce signups, but helps ensure your list consists of human subscribers.
Click Save to save your changes.
Save
The Save button saves your changes. Be sure to save often—you may lose unsaved design work if you accidentally close the Form builder.
Publish
Use the Publish button to share your Form. When you click it, these options will appear:
JavaScript
Get a line of JavaScript you can copy and paste into your webpages to have the Form appear on them.
NOTE: This is generally our recommended way of embedding a Form. It is the simplest, from a technical perspective, and so tends to work the best.
HTML
Copy the Form's full HTML for embedding in sites that don't support JavaScript. Apart from this scenario, there is almost never a reason to embed a Form via its HTML instead of its JavaScript embed.
NOTE: If you choose the HTML option, you'll need to re-copy and paste to your site every time you make changes to your Form.
Share
Get a direct link to the Form. If you visit the link, you'll see the Form on a blank page. This can be useful for sharing the Form if you don't have a website.
WordPress
Get a WordPress shortcode for copying and pasting into your WordPress website's pages to have the Form appear on them.
You'll need to install our WordPress plugin for the shortcode to work. The plugin also offers other options for adding Forms to your WordPress website.
Unbounce
Get a URL for copying and pasting into your Unbounce webhook settings, so that you can connect your Form to your Unbounce landing page.
Archiving, duplicating, or deleting your Form
Click the three vertical dots next to the Save button to archive, duplicate, or delete your Form.
Landing Pages
A landing page serves the same function as a Form, letting subscribers opt in to receive your content. However, instead of being part of a page, a Landing Page stands alone.
You can set up your Landing Page to use your WordPress website's domain, or we can host it for you.