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Conversion

Why every launch page needs an email capture

Everyone who visits before they are ready to buy leaves with no way for you to reach them again, and launch traffic is almost entirely people who are not ready yet. A single email field recovers the ones you would otherwise lose permanently.

What 13x checks

This is rule conversion.email-capture in the public registry: There is a way to capture an email. It runs on every audit, against the pages we actually fetched, and its result is derived from the response rather than estimated.

Surface
Conversion
Score weight
6 of the readiness score
Scope
Reported as skipped when the page renders only with JavaScript
Applies
To every site

Registry version 2026-07-30. Every rule is published, and the audit is deterministic — the same page produces the same finding every time.

The fix

The same text the audit hands you when this check fails on your own site.

Add a way to capture an email. The minimum that works:

html code
<form action="/api/subscribe" method="post">
  <label for="email">Get notified when we launch</label>
  <input id="email" name="email" type="email" required
         autocomplete="email" placeholder="you@company.com" />
  <button type="submit">Notify me</button>
</form>

One field. Every extra one measurably reduces completions, and you can ask the rest later.

If you have no backend, Buttondown, Resend, ConvertKit and Tally all give you a hosted endpoint.

Two things to get right: say what they are signing up for, and if you are in the EU use a double opt-in — a confirmation email before you send anything else. Launch traffic is mostly people who are not ready to buy yet, and this is the only way to reach them again.

Does your site have this problem?

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