Klaviyo's new forms: show returning shoppers a useful offer

A repeat customer should be able to order another box of cookies without signing up for your emails again. Picture a dessert shop in Franklin: someone returns to buy a $24 weekend box and gets the same welcome popup they dismissed last time.

I'd test a message about reserving a pickup time instead. Give the customer a reason to act that fits the visit.

On September 23, 2026, Klaviyo listed Forms in Flows in its product updates. A flow is an automated customer sequence, such as the steps you use after someone joins a list. You can now include a targeted website form in that sequence. For a shop already using Klaviyo, I'd try one relevant offer before adding more popups.

Can your shop use the new Klaviyo forms?

Klaviyo calls this a preview. Your account needs access, and your website needs Klaviyo's onsite JavaScript. Check for the Form action in your flow builder. If you cannot find it, ask your existing Klaviyo contact about availability. Klaviyo's guide explains the requirements.

You can leave this experiment alone if you use another email tool. Switching platforms for one popup would mean spending time on a migration before you know whether customers need the message.

For the Franklin shop, I would start with a message directing returning customers to the available pickup times for their next box. Keep that page current. Hold the price at $24 while you test, so a new discount does not confuse the comparison.

A bookstore in Westfield could try a message pointing returning readers to its signed-copy reservation page. Name the book and the collection date. Send the reader to that page, where they can see availability, rather than asking them to search the whole catalog.

These are hypothetical tests. Neither shop has reported a result to us.

When will a customer see the form?

Klaviyo needs to recognize the returning customer. It shows the form in their next new site session if display rules match. Eligibility ends after a view or expiration; the default is 30 days. Other flow steps keep running unless you add a delay.

Start with a message you can honor throughout that window. I would avoid a dated special for the first test: a shopper might return after its deadline but before their eligibility expires. For the cookie shop, let the customer choose from current pickup slots on the linked page.

Test with your own profile through the sequence, then return in a new session. Open the link on your phone and complete the order using your store's test procedure. Check that the person packing the box can find the order and its pickup date.

We use the same destination check in our piece on Google's one-tap ads. You can change how someone reaches a page and still lose the order during checkout.

How should you measure the test?

Write down the order count and margin before you change the form. Keep the product price and other promotions steady during the test. Use a comparable period, and note any holiday or event that changes demand.

Suppose you observe these results across two similar weeks. These figures illustrate the arithmetic; they are not Klaviyo benchmarks or client results.

Measure	Before the test	During the test
Completed weekend-box orders	20	24
Price per box	$24	$24
Amount retained per box after variable costs	$8	$8
Total retained before fixed costs	$160	$192

You retained $32 more before fixed costs. If you paid someone $150 to configure the test, you would need more than one week at that result to recover the setup cost. Include your own time in the decision too.

I would judge a popup by the orders customers finish and the margin you keep after fulfilling them.

An increase from 20 orders to 24 in one week does not prove the popup caused four extra orders. Repeat the comparison before making a bigger commitment. A small shop may need several weeks to collect enough orders to judge a change.

In our marketing-package cost breakdown, I ask owners to connect the work they pay for to sales or bookings. Apply that question to a new form too. Ask whoever manages your store to show you the completed orders alongside the form report.

If you need someone to repair the checkout or connect orders to your shop's workflow, our services page explains the website and custom software work we do. Start the conversation with the failed step you found during the test.

Before changing another popup, place one order on your own phone. Write down the first thing you have to search for.

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Sources

#	Source	What it backed up
1	Klaviyo: Product updates	The September 23, 2026 Forms in Flows release entry.
2	Klaviyo: How to add a form to a flow	Preview access, website requirements, return-session timing, expiration, and flow progression.
3	Luminest: Google's one-tap ads	Related guidance on testing the destination and completed orders.
4	Luminest: Marketing-package costs	Related guidance on connecting marketing work to sales or bookings.