Nastavitev in funkcije Omnisenda

Kako ustvariti prijavne obrazce v Omnisendu

Posted on July 18, 2026 by

Omnisend ima vgrajen urejevalnik obrazcev, zato za izdelavo prijavnega obrazca ne potrebujete razvijalca, ampak sprejmete štiri odločitve: izberete vrsto obrazca (pojavno okno, vgrajeni obrazec, zavihek-vabo, pristajalno stran ali igrificiran obrazec v slogu kolesa sreče), določite, kaj boste zbirali (samo e-pošto ali e-pošto in SMS), nastavite pravila ciljanja glede tega, kdaj in kje se obrazec prikaže, ter ga povežete z avtomatizacijo dobrodošlice, ki dejansko dostavi to, kar je obrazec obljubil. Prav zadnji korak je tisti, ki ga večina trgovin spregleda. Obrazec je le točka zajema — če ponuja 10 % popusta, mora kodo poslati ločena avtomatizacija, in Omnisend to obravnava kot dve različni stvari, ki ju zgradite. Ta vodnik vas popelje skozi vse štiri odločitve in pokaže, kako presoditi, ali obrazec prinaša naročnike, ki so vredni zajema.

Kateri problem prijavni obrazec dejansko rešuje

Za promet plačujete. Večina obiskovalcev odide brez nakupa — in kar je še huje — ne da bi za sabo pustili kakršenkoli način, da bi jih ponovno dosegli. Trgovina, ki konvertira po 2 %, gleda, kako 98 od vsakih 100 plačanih obiskovalcev anonimno odide. Denar za oglase, ki jih je pripeljal, je porabljen tako ali tako.

Prijavni obrazec je najcenejša zakrpa te luknje. Majhen delež odhajajočega prometa spremeni v stike, ki jim lahko brezplačno tržite mesece. Že skromen obrazec s 3-odstotno konverzijo iz 3.000 mesečnih obiskovalcev naredi približno 90 novih stikov na mesec — več kot tisoč na leto — ne da bi porabili en sam dodaten evro za oglase. (Ilustrativne številke; vaš promet in stopnje bodo drugačni.)

Vendar le, če je obrazec nastavljen premišljeno. Privzeto pojavno okno, nalepljeno na vsako stran s ponudbo »Naročite se na naše novice«, bo delovalo občutno slabše, vi pa boste sklenili, da obrazci ne delujejo. Delujejo. Generični ne.

Vrsto obrazca izberite glede na nalogo, ne glede na novost

Omnisendov urejevalnik trenutno ponuja več formatov, vsak s svojim namenom:

Pojavno okno — delovni konj. Prikaže se po zamiku, ob drsenju ali ob nameri izhoda. Najvišja vidnost, najvišji potencial za nadlegovanje. Uporabite ga za svojo glavno ponudbo za rast seznama.
Zavihek-vaba — majhen strnjen zavihek, ki po zaprtju pojavnega okna obstane ob robu zaslona. Nizek pritisk, ujame ljudi, ki so pojavno okno prehitro zaprli. Skoraj vedno se ga splača vklopiti.
Vgrajeni obrazec — živi znotraj strani, običajno v nogi ali posebnem razdelku. Konvertira slabše, a nikoli ne prekinja. Dober kot stalna osnova.
Pristajalna stran — samostojna prijavna stran z lastnim URL-jem. Uporabna za povezave v družbenih profilih, priloge v embalaži ali QR-kode, kjer ni strani trgovine, kamor bi obrazec vgradili.
Igrificirani obrazci (v slogu kolesa sreče) — ti dosegajo najvišje stopnje prijav med vsem v urejevalniku, in prav zato bi vam svetoval, naj oklevate.

Tu je kompromis pri igrificiranih obrazcih, ki ga številka o stopnji prijav skriva: obrazec z vrtenjem kolesa privabi ljudi, ki želijo osvojiti popust, ne pa ljudi, ki želijo vaše izdelke. V lastnih trgovinah sem opazil vzorec, ki ga poroča veliko trgovcev — kolo napolni seznam hitreje, a večji delež teh stikov po e-sporočilu s spodbudo nikoli več ničesar ne odpre. Dobite večji seznam in nižjo stopnjo angažiranosti, kar je sčasoma problem dostavljivosti, ne zmaga. Če je vaša marža odvisna od prodaje po polni ceni, začnite raje z navadnim pojavnim oknom in jasno ponudbo.

Odločite se, kaj zbirate: samo e-pošto ali e-pošto in SMS

Vsako polje, ki ga dodate, vas stane prijav. Sama e-pošta konvertira najbolje. E-pošta plus telefonska številka konvertira slabše, a vam da drugi, precej bolj neposreden kanal.

Razumna srednja pot, ki jo Omnisendov urejevalnik podpira, je, da polje za telefon naredite neobvezno ali ga postavite na drugi korak — obiskovalec najprej odda e-pošto, nato ga vprašate za številko. Ohranite enostavno konverzijo e-pošte in vseeno zberete SMS-privolitev od tistih, ki so jo pripravljeni dati.

Dve stvari morate tu urediti pravilno:

Besedilo privolitve. Če za trženje zbirate telefonske številke, mora obrazec vsebovati ustrezno besedilo privolitve za vašo jurisdikcijo. Omnisend za to ponuja elemente privolitve, a pravna odgovornost je vaša — ne izpuščajte besedila, da bi bil obrazec lepši.
Dvojna potrditev prijave. Omnisend omogoča, da zahtevate potrditev e-pošte, preden stik postane naročnik. Vaše številke prijav malce zmanjša, izboljša pa kakovost seznama in dostavljivost. Če vaša trgovina prodaja v regijah s strogimi pravili o privolitvi ali ste že imeli težave s prijavami zaradi neželene pošte, jo vklopite.

Nastavite ciljanje, da se obrazec prikaže v pravem trenutku

Obrazec, prikazan prezgodaj, obiskovalec zapre po refleksu. Pravila ciljanja so tam, kjer se enak obrazec spremeni iz nadležnega v učinkovitega. Možnosti, ki jih je vredno uporabiti:

Časovni zamik. Prikaz pojavnega okna po 10–20 sekundah ali potem ko obiskovalec podrsa navzdol, izloči tiste, ki takoj odskočijo in se tako ali tako nikoli ne bi prijavili.
Namera izhoda na namizju ujame ljudi v trenutku, ko odhajajo — v točki, kjer z vprašanjem nimate več ničesar izgubiti.
Ciljanje strani. Izključite blagajno. Pojavno okno s popustom, prikazano nekomu sredi zaključka nakupa, bodisi prekine prodajo bodisi podari popust kupcu, ki je že plačeval polno ceno. Oba izida vas staneta denarja.
Pogostost. Ne prikazujte obrazca znova nekomu, ki ga je zaprl pred uro. Dajte mu več dni in ga sploh ne prikazujte obstoječim naročnikom.

Nič od tega ne zahteva večnega ugibanja — nastavite smiselna začetna pravila, nato pustite, da vam lastne konverzijske številke obrazca povedo, kaj prilagoditi.

Korak, ki ga vsi pozabijo: obrazec ne dostavi ponudbe

Obrazec zbere e-pošto. Ne pošlje kode za popust. To je naloga avtomatizacije dobrodošlice, ki se sproži, ko se stik naroči — in to je ločena gradnja znotraj Omnisenda.

Pregledoval sem račune, kjer je obrazec z obljubo »10 % popusta na prvo naročilo« tekel mesece, medtem ko je tok dobrodošlice za njim ostal nedokončan. Vsak od teh naročnikov je namesto kode dobil molk. Nekateri so pisali podpori; večina je preprosto odšla s slabšim vtisom, kot če trgovina sploh ne bi vprašala.

Zato obravnavajte obrazec in tok dobrodošlice kot en projekt z dvema deloma. Najprej zgradite avtomatizacijo, nato objavite obrazec. Celotno zaporedje — kaj naj prvo e-sporočilo pove, kdaj prispe koda, kaj sledi — je pokrito v gradnji avtomatizacije dobrodošlice v Omnisendu. In če je vaš račun povsem nov in nobenega dela še ni, začnite pri prvi nastavitvi Omnisenda, da so nastavitve pošiljatelja in povezava s trgovino urejene, preden v sistem začnete usmerjati prijave.

Kako izmeriti, ali obrazec deluje

Sama stopnja prijav vas bo zavedla. Spremljajte te številke skupaj:

Stopnja konverzije obrazca — prijave, deljene s prikazi. Za ciljano pojavno okno z resnično spodbudo je nizka enomestna vrednost normalno, zdravo območje; delček odstotka nakazuje, da je ponudba ali časovni zamik napačen.
Rast seznama na mesec — številka, ki se sešteva.
Angažiranost stikov iz obrazca — stopnje odpiranja in klikov naročnikov, ki so prišli prek obrazca, nekaj tednov pozneje. To je preverjanje kakovosti, ki ujame problem lovcev na popuste. Omnisendovo poročanje prikazuje uspešnost po posameznem obrazcu, tako da lahko primerjate vire.
Stopnja prvega nakupa — koliko naročnikov iz obrazca opravi nakup v 30–60 dneh. Na koncu edina številka, zaradi katere obrazec sploh obstaja.

Če obrazec dobro konvertira, a njegovi naročniki niso angažirani, spremenite ponudbo, ne oblikovanja. Če se ne prijavi nihče, je ponudba verjetno v redu, ciljanje pa napačno — ali pa promet, ki je prihajal na stran, tako ali tako nikoli ni nameraval kupiti, kar je drugačen problem, kot ga obrazec lahko reši.

Ko stiki začnejo dotekati, jih razdelite po vedenju, namesto da seznam obravnavate kot eno gmoto — ustvarjanje segmentov strank v Omnisendu pokriva razvrstitve, ki so najprej pomembne.

Česa obrazci ne zmorejo

Iskrena omejitev: prijavni obrazec povrne le delček odhajajočega prometa, ne večine. Večina obiskovalcev bo odklonila ne glede na to, kaj ponudite. Za to skupino obstaja zajem z manj trenja — dovoljenje za brskalniška obvestila zahteva en klik in nobenega e-naslova, gre pa za ločeno nastavitev, pokrito v nastavitvi spletnih push obvestil v Omnisendu. Obrazci in push niso tekmeci; ujameta različne ljudi.

Vaš naslednji korak

Preden se dotaknete urejevalnika obrazcev, zapišite ponudbo v enem stavku in potrdite, da avtomatizacija dobrodošlice, ki jo dostavi, obstaja in je aktivna. Nato zgradite eno pojavno okno z namero izhoda, en zavihek-vabo in izključite blagajno iz ciljanja. Objavite, počakajte dva tedna in ga presodite po angažiranosti naročnikov — ne le po številu prijav.

Omnisend Setup and Features

How to Create Signup Forms in Omnisend

Posted on July 17, 2026 by

Omnisend has a built-in form builder, so creating a signup form takes four decisions, not a developer: pick the form type (popup, embedded form, teaser, landing page, or a gamified spin-to-win style form), decide what you’ll collect (email only, or email plus SMS), set the targeting rules for when and where it appears, and connect it to a welcome automation that actually delivers whatever the form promised. That last step is the one most stores miss. The form is only the capture point — if it offers 10% off, a separate automation has to send the code, and Omnisend treats those as two different things you build. This guide walks through all four decisions and how to judge whether the form is bringing in subscribers worth having.

The problem a signup form is actually solving

You’re paying for traffic. Most of it leaves without buying, and — worse — without leaving any way to reach them again. A store converting at 2% is watching 98 of every 100 paid visitors walk out anonymous. The ad money that brought them is spent either way.

A signup form is the cheapest fix for that leak. It converts a small slice of the leaving traffic into contacts you can market to for free, for months. Even a modest form converting at 3% turns 3,000 monthly visitors into roughly 90 new contacts a month — a thousand-plus per year — without a single extra euro of ad spend. (Illustrative numbers; your traffic and rates will differ.)

But only if the form is set up deliberately. A default popup slapped on every page with “Subscribe to our newsletter” as the offer will underperform badly, and you’ll conclude forms don’t work. They do. Generic ones don’t.

Pick the form type based on the job, not the novelty

Omnisend’s builder offers several formats as of writing, and each has a distinct use:

Popup — the workhorse. Appears after a delay, on scroll, or on exit intent. Highest visibility, highest annoyance potential. Use it for your main list-growth offer.
Teaser — a small collapsed tab that sits at the edge of the screen after the popup is dismissed. Low pressure, catches people who closed the popup too fast. Worth turning on almost always.
Embedded form — lives inside a page, usually the footer or a dedicated section. Converts less but never interrupts. Good as a permanent baseline.
Landing page — a standalone signup page with its own URL. Useful for links in social bios, packaging inserts, or QR codes, where there’s no store page to embed into.
Gamified forms (wheel-of-fortune style) — these post the highest signup rates of anything in the builder, and that’s exactly why I’d tell you to hesitate.

Here’s the trade-off with gamified forms that the signup-rate number hides: a spin-to-win form attracts people who want to win a discount, not people who want your products. In my own stores I’ve seen the pattern that many merchants report — the wheel fills the list faster, but a larger share of those contacts never opens anything after the incentive email. You get a bigger list and a lower engagement rate, which over time is a deliverability problem, not a win. If your margin depends on full-price sales, start with a plain popup and a clear offer instead.

Decide what you collect: email only, or email plus SMS

Every field you add costs you signups. Email alone converts best. Email plus phone number converts worse but gives you a second, much more direct channel.

A reasonable middle path, which Omnisend’s builder supports, is making the phone field optional or putting it on a second step — the visitor gives their email first, then gets asked for their number. You keep the easy email conversion and still collect SMS consent from the subset willing to give it.

Two things to get right here:

Consent language. If you collect phone numbers for marketing, the form needs proper consent wording for your jurisdiction. Omnisend provides consent elements for this, but the legal responsibility is yours — don’t skip the wording to make the form prettier.
Double opt-in. Omnisend lets you require email confirmation before a contact becomes subscribed. It shrinks your signup numbers a little and improves list quality and deliverability. If your store sells in regions with strict consent rules, or you’ve had spam-complaint trouble before, turn it on.

Set targeting so the form appears at the right moment

A form shown too early gets closed on reflex. The targeting rules are where an identical form goes from irritating to effective. The options worth using:

Timing. Showing the popup after 10–20 seconds, or after the visitor scrolls, filters out instant bouncers who’d never sign up anyway.
Exit intent on desktop catches people at the moment they’re leaving — the point where you have nothing left to lose by asking.
Page targeting. Exclude the checkout. A discount popup shown to someone mid-checkout either interrupts a sale or hands a discount to a customer who was already paying full price. Both outcomes cost you money.
Frequency. Don’t re-show the form to someone who closed it an hour ago. Give it days, and don’t show it at all to existing subscribers.

None of this requires guesswork forever — set sensible starting rules, then let the form’s own conversion numbers tell you what to adjust.

The step everyone forgets: the form doesn’t deliver the offer

The form collects the email. It does not send the discount code. That’s the job of a welcome automation triggered when the contact subscribes — and it’s a separate build inside Omnisend.

I’ve audited accounts where a form promising “10% off your first order” ran for months while the welcome flow behind it sat unfinished. Every one of those subscribers got silence instead of a code. Some wrote to support; most just left with a worse impression than if the store had never asked.

So treat the form and the welcome flow as one project with two parts. Build the automation first, then publish the form. The full sequence — what the first email should say, when the code arrives, what follows — is covered in building an Omnisend welcome automation. And if your account is brand new and neither piece exists yet, start from setting up Omnisend for the first time so sender settings and store connection are in place before you drive signups into the system.

How to measure whether the form is working

Signup rate alone will mislead you. Track these together:

Form conversion rate — signups divided by views. For a targeted popup with a real incentive, low single digits is a normal, healthy range; a fraction of a percent suggests the offer or timing is off.
List growth per month — the number that compounds.
Engagement of form-sourced contacts — open and click rates of subscribers who came from the form, a few weeks in. This is the quality check that catches the discount-hunter problem. Omnisend’s reporting shows performance per form, so you can compare sources.
First-purchase rate — how many form subscribers buy within 30–60 days. Ultimately the only number the form exists to move.

If the form converts well but its subscribers don’t engage, change the offer, not the design. If nobody signs up at all, the offer is probably fine and the targeting is wrong — or the traffic hitting the page was never going to buy anything, which is a different problem than a form can fix.

Once contacts are flowing in, split them by behavior rather than treating the list as one blob — creating customer segments in Omnisend covers the groupings that matter first.

What forms can’t do

An honest limit: a signup form recovers a slice of leaving traffic, not most of it. The majority of visitors will decline no matter what you offer. For that group, a lower-friction capture exists — browser push permission needs one click and no email address, and it’s a separate setup covered in setting up web push notifications in Omnisend. Forms and push aren’t competitors; they catch different people.

Your next step

Before you touch the form builder, write the offer in one sentence and confirm the welcome automation that delivers it exists and is live. Then build one popup with exit intent, one teaser, and checkout excluded from targeting. Publish, wait two weeks, and judge it on subscriber engagement — not just the signup count.