Hi there,

Most ecommerce brands have a pop-up on their site.

But here's the problem: most of them convert at 2 to 3%.

That means for every 100 people who visit your site, only 2 or 3 are joining your email list.

The other 97 people? Gone forever.

You paid to get them to your site, and now you have no way to follow up with them.

Let's say your brand gets 100,000 site visitors per month.

At a 3% pop-up conversion rate, you're capturing 3,000 new email subscribers per month.

That's $10,000 per month in welcome flow revenue.

Now let's say you optimize your pop-up and get it to 9%.

You're now capturing 9,000 new subscribers per month.

That same welcome flow is now generating $30,000 per month.

That's an extra $20,000 per month, or $240,000 per year, from the exact same traffic you were already paying for.

And that doesn't even account for the extra campaign revenue you'll generate from having a larger, fresher list.

After auditing over 250 ecommerce brands, here are the most common mistakes I see:

Your offer is the number one factor in pop-up performance.

If you're asking people to "sign up for exclusive offers and updates," that's not an offer.

People need a clear reason to give you their email address.

I see brands asking for email, SMS, first name, last name, and birthday all on one screen.

Nobody wants to fill all that out.

One input field at a time. Email first, then SMS on the next screen.

If your pop-up fires instantly, you'll annoy people and kill your site's conversion rate.

If you wait 30 seconds, nobody will see it.

The sweet spot is 6 to 12 seconds.

Any mention of "exclusive offers and promotions" is implied.

People already know what they're signing up for.

The more copy you add, the more friction you create.

Keep it simple.

I see brands bury their offer in body copy or make it tiny.

Your offer should be the biggest, boldest thing on the pop-up.

If someone can't see it in under one second, it's not clear enough.

Here's how to fix your pop-up today:

This is the biggest lever you can pull.

For high AOV brands (above $100), use dollar-off discounts.

For low AOV brands, use percentage-off.

Example: If your AOV is $500, which sounds better? 5% off or $25 off?

Most people will say $25 off, even though they're the same thing.

Test different offers. Mystery discounts, free gifts, free shipping. See what converts best for your audience.

Your pop-up's job is to make the offer impossible to miss.

The offer should dominate everything else on the screen.

Make it the largest element. Use bold colors. Remove anything that distracts from it.

Keep it short and direct.

Your headline should only talk about the offer.

Examples: "You've got 10% off" or "Unlock 10% off" or "Get 10% off."

Your button should reinforce the value: "Get my discount" or "Claim 10% off."

Skip the fluff. No "sign up" or "subscribe" language.

Delay your pop-up by 6 to 12 seconds so people have time to view your site first.

Don't show it to existing Klaviyo profiles. They're already on your list.

Here's the exact layout that converts at 8 to 12%:

That's it.

Don't overcomplicate it.

If your pop-up is converting below 5%, you're leaving money on the table.

Hope this helps.

Best,
Luca

Use these resources to help improve your brand’s email marketing.

Bonus: Watch the YouTube video below on this exact topic 👇