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Lead capture funnel examples from real DTC brands

An ad sends shoppers to a page that trades early access, a prize or a discount for an email. Here are four brands running one now, from the ad's words to the offer.

Over 3,900 active Meta ads link to lead capture pages. Brands below are ordered by the ads linked to each page.

  1. Frank & Eileen

    Women's clothing

    1. 1 · The ad

      “Sign up now to shop first!”

      Image adButton: Shop now

      A promise to shop first gives loyal customers a reason to hand over an email.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Frank & Eileen's sign-up page on a phone: “Sign up to see it first” with one email field and a Sign up button

      Coming soon sign-up: over 60 Meta ads linked here.

      One email field and one button sit on the first screen, with nothing else to click.

    3. 3 · The offer

      First look at a limited collection

      Early access costs nothing to give and suits a limited run that may sell out.

  2. Shokz

    Headphones

    1. 1 · The ad

      “Sign up and win OpenRun Pro 2”

      Carousel adButton: Sign up

      The ad lists every prize and how many winners, so the odds feel real.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Shokz's marathon giveaway page on a phone: two runners in open-ear headphones above an email field to enter

      NYC Marathon headphones giveaway: over 40 Meta ads linked here.

      The marathon partnership and the prize lead the page, then the email field.

    3. 3 · The offer

      A draw for 60 prizes, led by OpenRun Pro 2

      A giveaway tied to a race reaches runners, the buyers for sport headphones.

  3. KREWE

    Eyewear

    1. 1 · The ad

      “Don't miss our biggest (and last) sale of the year.”

      Image adButton: See details

      Calling it the biggest and last sale of the year gives the sign-up a deadline.

      See the ad in the Meta Ad Library

    2. 2 · The page

      KREWE's sign-up page on a phone: a storefront photo above “Get on the list” and a mobile number field

      Coming soon: our biggest sale: over 20 Meta ads linked here.

      The form asks for a phone number only, since sale alerts by text get opened fast.

    3. 3 · The offer

      Early word on the year's last sale

      Early access to a sale rewards signing up without discounting today's orders.

  4. CALPAK

    Luggage

    1. 1 · The ad

      “Our most popular shades are back for a limited time.”

      Carousel adButton: Sign up

      It sells scarcity, popular shades back for a short time, with no discount at all.

      See the ad in the Meta Ad Library

    2. 2 · The page

      CALPAK's restock page on a phone: “Coming back soon” with an email field and a Notify me button above a backpack photo

      Holiday restock waitlist: over 10 Meta ads linked here.

      “Coming back soon” and “They will sell out” sit right above a one-field form.

    3. 3 · The offer

      First notice when sold-out colors return

      A restock alert keeps demand that a sold-out color would otherwise lose.

What all four have in common

  • One field above the fold

    The sign-up form sits on the first screen, often with one field.

  • A reason to sign up now

    Early access, a draw or a restock gives the email a deadline.

  • No cart on the page

    The page asks for contact details only; the sale comes later, by email or text.

Build a lead capture funnel on your store

  1. Pick the trade

    Early access, a giveaway, a restock alert or a first-order code.

  2. Keep the form short

    Ask for an email first; add a phone number only if you text.

  3. Connect your email tool

    Send sign-ups to Klaviyo so your welcome flow starts at once.

Build a sign-up page

Lead capture funnel questions

What is a lead capture funnel?
A lead capture funnel sends ad traffic to a page that asks for an email or phone number in exchange for something: early access, a giveaway entry, a restock alert or a discount. The sale happens later, in email or SMS.
When should a DTC brand run a lead capture funnel?
Before a launch, a big sale or a restock, and for higher prices where shoppers rarely buy on the first visit. The brands here use them for new arrivals, a marathon giveaway, a sale preview and a restock waitlist.
How many form fields should a lead capture page have?
One, if you can. An email field and a button get the most sign-ups; add a phone number only if you plan to text. Ask for anything else after they've joined.
Does Replo send the emails?
No. Replo builds the sign-up page, and your email tool, such as Klaviyo, sends the welcome emails. Replo can draft campaigns in Klaviyo for you to review and send yourself.

Other funnel types

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