Stealth Supply's signup form was rated "Good" by Klaviyo. We rebuilt it anyway, tripled the submit rate and cut the number of shoppers interrupted per new subscriber by 68%.
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The brand
Stealth Supply is a DTC automotive brand led by CEO Aiden Singleton. Its customers are enthusiasts who buy online, which makes the email list one of the brand's most valuable assets and the signup form the front door to it.
The challenge
- A popup signup form converting at 4.07%.
- Klaviyo's benchmark badge rated it "Good," so nobody was working on it.
- The form fired on every visitor the second they landed, before they had seen a product.
- It took about 25 form views to win a single subscriber.
- Every one of those views was a shopper interrupted.
The goal
- Grow the list faster from the same traffic.
- Interrupt fewer shoppers to do it.
- Benchmark against the top decile, not the median.
The strategy
- Treat "Good" as the median it describes, not a finish line.
- Test the format instead of assuming the default popup was right.
- Change when the form appears, not just what it says.
- Measure views per subscriber, not just the submit rate.
The execution
- Format test. The popup ran against a full page form.
- Full page form. The winner gave the offer and the brand room to make a case.
- New trigger. The form moved from firing on arrival to firing on pages where someone was already engaged with the products.
- Daily monitoring of submit rate and views per subscriber after launch.
The results
- +199% (3x) signup form submit rate, from 4.07% to 12.18%
- 16%+ submit rate in the most recent seven-day window
- -68% form views needed per new subscriber, from about 25 to about 8
- About two thirds fewer shoppers interrupted for the same daily list growth
Why this worked
- The badge described the median. Ignoring it was the unlock.
- Timing beat copy. Asking engaged visitors converted far better than asking everyone at once.
- A bigger format sold the offer. The full page form had room the popup didn't.
- Fewer interruptions protected the shopping experience while the list grew faster.
In their words
"Aaron's approach to marketing is as innovative as it gets. Knowing what KPIs we are striving for and what we are doing every week helps communication and expectations."
Aiden Singleton, CEO, Stealth Supply
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