Strike Nutrition, an e-commerce supplement brand, wanted to enhance their customer acquisition and retention by improving their email sign-up experience. The existing sign-up form underperformed in collecting meaningful customer data and converting visitors into buyers.

We partnered with Strike Nutrition to design a new, optimised sign-up form experience using Alia — a flexible Shopify form builder — with the goal of collecting actionable zero-party data (ZPD), boosting sign-ups, and increasing the conversion rate from sign-up to purchase.

Limited customer insights: The previous form did not gather rich data on customers’ purchasing motivations, limiting marketing personalisation.

Poor mobile and desktop performance: The sign-up experience was not optimised across devices, resulting in low engagement.

Low conversion from sign-up to purchase: Many users signed up but did not complete a purchase, suggesting friction in the follow-up process.

As Growth Marketer & UX/UI designer, I collaborated closely with the Strike Nutrition marketing team to redesign the sign-up flow focusing on user experience and data collection strategy.

Using Conversion Rate Optimisation principles and an understanding of consumer behaviour, we hypothesised that by including micro-commitments, we could effectively gather additional user information for tailoring communications, without harming sign-up rate.

Benchmarked performance of previous sign-up forms on Klaviyo

Conducted analysis to identify four primary reasons customers purchase Strike Nutrition products. These insights shaped the zero-party data questions in the form.

Developed user personas and mapped the customer journey to craft relevant questions that would not discourage sign-ups.

Created distinct custom layouts for mobile and desktop to ensure clarity and ease of use on all screen sizes.

Employed negative space strategically in the design to focus attention on the form fields and call-to-action.

Implemented a full-screen pop-up modal that minimized distractions and delayed showing the close button by 2 seconds to encourage completion.

Wrote custom UX copy for each of the form steps to provide a strong and contextual call to action

Designed a 3-step form using micro-commitments:

Collected over 6,000 zero-party data responses, providing rich customer insights for targeted marketing.

Achieved a 182% increase in opt-in rate compared to the previous Klaviyo sign-up form increasing from 11.9% to over 34%.

Recorded a 23% conversion rate from sign-up to purchase, significantly boosting sales directly through the new form. This was measured based on percent of signups who made an order using an Alia discount code.

By combining strategic data collection with user-centric design, we transformed Strike Nutrition’s sign-up process into a high-conversion funnel that captures valuable customer insights and drives sales growth.

The new experience not only boosted opt-in rates by 182% but also delivered a strong 22% conversion from sign-ups to paying customers — a clear demonstration of how optimising micro-interactions can impact business outcomes.