A well-crafted popup message can turn casual browsers into loyal customers. But here’s what most marketers get wrong: they focus on the popup itself instead of the strategy behind it.
Omnisend data shows that while popups have an average signup rate of 3.77%, you can still achieve better results. Omnisend’s gamified popup formats on full pages like Wheel of Fortune achieve over 11% signup rates, thanks to smart strategies.
Just remember that strategic messaging, perfect timing, and user-focused design are the difference between annoying interruptions and conversions.
In this guide, we’ll break down what makes popups work, explore different popup types, and share real examples. You’ll also learn how to write better popup text, avoid common mistakes, and use Omnisend to build popups that convert.
Create impressive and click-worthy popups to grow your list faster with Omnisend
A popup is a small window that appears on your main website’s page to grab attention and prompt user action. It’s a quick, focused way to deliver a message or offer, or request signups without taking users away from the page.
Popups can be customized in different forms and styles.
Some popups, like welcome popups, load right when you enter a page. Others appear after you scroll or try to leave.
No matter the form, popups usually trigger based on user behavior like page load, scroll percentage, exit-intent, or button clicks. You can add them with a short code snippet or through an ecommerce app, making setup fast and easy.
Typical popup contents include:
Flash sale alerts
Free shipping offers
Surveys or quick polls
Countdown timers for urgency
Spin-to-win gamified promotions
Coupon codes or limited-time discounts
Event or product announcements
Newsletter or SMS signup forms
Error or system notifications
Cookie consent notices
Site popups help you deliver the message and get quicker signups — ideal for promoting a sale or building your email list. Now that you know what a popup notification is and how it works, let’s explore how they can increase your sales.
How popup messages impact your ecommerce success
Popup messages are the content inside your popups that drives visitor action. They directly communicate with customers at crucial moments in their shopping journey.
I’ve seen many ecommerce websites use popup messages to guide visitor behavior strategically, and honestly, I’ve been convinced at times, too!
These overlays appear when visitors are most engaged or about to leave. When used well, popup messages can help your store grow by:
Educating users about new products or upcoming events
The difference between successful and annoying popups lies in the message itself. Generic “Sign up now!” prompts get ignored or closed immediately. However, personalized, value-driven popup messages like “We have the best picks for you” create genuine connections with your audience.
Now, how can you create popup messages that actually convert? Let’s discuss the tactics.
How to craft high-converting popup messages
I’ve found that the most effective popup practice is to follow a simple formula: context × design × timing. Master these three pillars, and your conversion rates will soar without annoying your visitors.
Context
Your popup message should complement, not compete with, your page content. So, if the main page already pushes a discount, don’t repeat it. Instead, match your popup’s value to visitor intent by offering a complementary value.
This discount popup could include product recommendations, an alternate incentive, or an email capture form. Secondary offers feel less intrusive and more helpful while still keeping the user engaged.
Here’s an example of complementary offers from JLab:
Good design makes your popup easy to read and act on. Focus on having clean visuals that stick with your brand colors and typography with plenty of white space. Use clear hierarchy, bold and easily visible text, and a single call to action.
The copy should be short, with bold headlines and supportive subtext. Add strong, high-quality images if relevant, but don’t overload them. For accessibility, ensure proper contrast, readable font sizes, and focus states so users can engage easily.
Here’s an example of a clean popup design by Joolca:
Even the best design can fail if presented at the wrong moment. Popups should appear for the right audience, at the right time. Here are common triggers and targeting rules:
Exit-intent (mouse moves toward browser tab)
Scroll depth (e.g., 50% or 75% down page)
Time on page (e.g., after 30–60 seconds)
Traffic source or campaign
Button or link clicks
Cart state
Target based on visitor location, device type, traffic source, or past interactions. Tools like Omnisend let you create precise targeting rules across all devices, so your popups feel timely, not random.
Once your popup is live, test it. Try different messages, designs, and triggers to see what works best. Use A/B testing, frequency capping, and suppression rules to avoid showing the same popup after someone converts.
Do popups still work?
Yes! Even though there are multiple touchpoints on a website, popups still work well.
Omnisend research shows that popups maintain an average signup rate of 3.77%, with some formats, such as back-in-stock alerts, achieving 3.63% conversion rates. That’s significantly higher than embedded forms at just 0.21%.
Popups use interruption marketing, where they break the browsing flow and shift attention to a clear call to action.
Unlike banner ads, which often fade into the background thanks to “banner blindness,” popups prompt action. Visitors must either engage or actively close them.
Compared to passive methods like sidebar forms or footer links, popups are a reliable tool to:
Capture emails before users bounce
Share product updates or restocks
Promote time-sensitive offers
Recover abandoned carts
Execute popups using popup best practices and ensure that they’re aligned with user behavior. The key to driving results is balance. Your popups must provide genuine value without frustrating users.
15 popup types with message examples you can create
We’ve covered the principles, so now it’s time to see them in action.
Below are 15 popup types you can use to gather signups, reduce cart abandonment, and grow sales. Each example shows the format, the offer, and why it works.
Glossier uses a multi-step welcome lightbox popup to turn new visitors into first-time buyers. The goal is to create a low-barrier entry point for conversions while capturing emails for future marketing.
Trigger: Time delay on homepage visit for new visitors
Offer: 15% off first order
Why it works:
Clear, immediate value
Removes first-purchase hesitation
Low-friction “Claim offer” CTA
Relevant to all new visitors
Steal this: Use a warm welcome and instant value to turn first visits into first conversions. Suppress after signup.
2. CRAFTD London — Fullscreen mystery discount popup
CRAFTD London uses a full-screen popup to spark curiosity and segment shoppers by product interest. The experience begins with a mystery offer and ends with email capture, blending gamification with personalization.
Trigger: On-load for new visitors
Offer: Mystery discount revealed after selecting the category and entering email
Why it works:
Curiosity-driven hook
Product-based segmentation
Powers email list growth
Interactive flow
Steal this: Use multi-step popups to guide users through a personalized funnel. Start with intrigue and end with conversion.
Shoppers who add items to their cart see how close they are to free shipping. Allbird’s popup displays the current cart value, with the amount needed to qualify, encouraging the addition of more items.
Trigger: Add-to-cart action
Offer: Free shipping on orders over $75
Why it works:
Shows cart progress
Leverages loss aversion
Solves common purchase objection
Increases average order value
Steal this: Set your threshold slightly above the average order value, and use exact amounts, such as “$12 away from free shipping.”
Magic Spoon encourages shoppers to switch from a one-time purchase to a recurring subscription with savings. By offering 20% savings and perks like VIP access, this offer is designed to increase recurring revenue.
Trigger: On add-to-cart click
Offer: Make it a subscription & save!
Why it works:
Captures high-intent moment
Significant savings percentage
Predictable revenue for the brand
Increases customer lifetime value
Steal this: Present subscription after cart add, not before. Ensure you highlight long-term value.
Brooklinen’s discount popup is tucked behind a subtle mailbox icon indicating a new message. This presentation invites curiosity and rewards clicks with 15% off, making it a clever blend of passive design and active engagement.
Trigger: On-click via mailbox icon
Offer: 15% off first order, auto-applied at checkout
Why it works:
Curiosity-driven, with on-demand information
Icon blends into the site UI without disrupting the flow
Empowers visitors to opt in, rather than forcing a popup
Steal this: Use icon-triggered popups to create opt-in moments that feel like rewards, not interruptions.
Huckberry’s “Dream Year Giveaway” popup is a bold, aspirational play, offering $100,000 in cash and gear to fund your ideal year. It’s designed to spark ambition and capture emails with high perceived value.
Trigger: On-load popup for new visitors
Offer: Enter to win
Why it works:
Low commitment, just needs an email
Creates excitement with high-value fantasy
Aspirational framing with “Chase your dream” copy
Steal this: Use big-ticket giveaways to build your list fast, and pair them with social sharing options for extended reach.
This on-scroll popup is a smart behavioral nudge, appearing just as the “Select Size” and “Add to Cart” buttons scroll out of view. It re-engages shoppers with a contextual prompt to complete their purchase.
Trigger: Scroll-triggered when key CTAs disappear from view port
Offer: Reminder to select size or add to cart (no discount)
Why it works:
Message adapts based on user action (size selected or not)
Activates only when the user drifts from the purchase path
Frictionless — no form or distraction, just a soft push toward conversion
Steal this: Have scroll-based triggers re-surface key CTAs when users drift, especially on product pages with long-form content or reviews.
Blume’s full-page popup offers 20% off, after you self-identify your skincare focus. It’s a clever blend of personalization and conversion, using segmentation to tailor future messaging while delivering instant value.
Trigger: On-load for new visitors
Offer: 20% off when you select your skincare concern
Why it works:
Gathers user intent before email or purchase
Tailored product recommendations and messaging
Soft opt-out “Nah, I don’t want…” adds psychological contrast
Steal this: Segmentation popups personalize the path to purchase. Use them to ask for preferences before emailing information.
When visitors move to close the tab, CoSchedule’s exit-intent popup appears, assuring them it only takes 30 seconds to sign up for a forever-free calendar.
Trigger: Exit-intent detection when the cursor moves towards the browser close button
Offer: Start my forever-free calendar
Why it works:
Reduces cost barrier
Appears at the decision point
Prevents lost sales
Feels supportive
Steal this: Catch cart leavers with urgency and a clear incentive, and match exit-intent offers to actual abandonment reasons.
NEMO’s cookie popup is a standard privacy compliance tool, designed with clarity and user control in mind. It appears on page load and offers clear options for consent, customization, or rejection.
Trigger: On-load for all visitors
Offer: Consent to cookies for an elevated experience and the option to customize or reject
Why it works:
Full user control and autonomy
Transparent and compliant with GDPR, privacy standards
Informative without pressure or distraction
Steal this: Multi-option cookie popups can help build trust. Offer clear choices, and link to policies for full transparency.
MotionGrey uses a gamified “Spin to Win” popup to engage visitors with instant rewards. It’s a playful, on-load experience that combines email capture with randomized incentives to maximize conversions and list growth.
Trigger: On-load for first-time visitors
Offer: Spin the wheel for a chance to win $50 off, 18% off, $35 off, or a gift
Why it works:
Immediate rewards after spinning
Gamification adds fun and interactivity to signup flow
Requires email entry before spinning, building your list
Steal this: Spin-to-win popups gamify your discount strategy. Pair instant rewards with email capture to drive engagement and conversions.
MeUndies uses a persistent “Get $25” tab to launch a referral-focused popup that blends email capture with viral sharing. It’s a limited-time offer that rewards users for spreading the word.
Trigger: On-click via floating “Get $25” tab
Offer: Give 40% off to a friend, get $25 off after their first purchase
Why it works:
The floating button keeps the offer visible without interrupting browsing
Referral-first framing incentivizes sharing
Built-in social buttons allow virality
Steal this: Make sharing effortless and reward-driven by using a referral CTA to turn visitors into advocates.
Before browsing Kayak’s tobacco products, visitors must confirm they’re 21+ by entering their birthdate. This compliance popup has no close button, ensuring every visitor confirms their age before browsing products.
Trigger: Immediate page load for all first-timers before site access
Offer: “Must be 21+ for this adventure” with DOB entry
Why it works:
Legal compliance requirement
“Remember me” checkbox reduces friction on return visits
Blocks underage access
Steal this: Use conversational copy that fits your brand voice while meeting legal requirements. A “Remember me” option avoids annoying returning customers.
As visitors scroll, To’ak invites them to join a connoisseur list focused on exclusivity. It promises exclusive launches, education, and offers, positioning the email list as a premium membership.
Trigger: Activates on scroll depth
Offer: Early, exclusive access to limited-edition launches, and chocolate education
Why it works:
Copy emphasizes rarity
Offers more than discounts
Matches premium positioning
Opt-in checkbox gives control
Steal this: Frame your email list as exclusive access rather than just newsletters. Wait for scroll engagement to prove interest before showing.
BaccOff promotes a time-limited sale with a live countdown popup tied to World Heart Day. The 15% discount code is displayed prominently with urgency messaging that the sale ends in hours.
Trigger: Timed popup appearing seconds after page load
Offer: 15% off sitewide with code HEARTS15
Why it works:
Event tie-in creates relevance
Visible countdown builds urgency
Bold framing grabs attention
Steal this: Connect discounts to relevant events or holidays. Show countdown timers in hours and minutes when time is genuinely limited.
Here’s what these high-performing popups have in common:
Clear value or incentive
Smart timing and targeting
One strong CTA per popup
Suppression after conversion
Personalization and interactivity
Brand-aligned design
Common popup text mistakes to avoid
Here are the most common popup message mistakes that hurt conversions and how you can fix them:
Showing popups too early: If a popup loads the second someone lands, it feels pushy. They haven’t even had time to understand your value yet.
Instead, use scroll or time-based triggers to give users a moment to engage first. Wait at least 30 seconds or until visitors scroll 25% down the page.
Weak or missing value propositions: Just writing “Sign up for updates” or “Subscribe to our newsletter” is too vague.
Lead with a clear benefit, like a discount, free shipping, or exclusive access.
Overusing or showing popups too often: Bombarding returning visitors with the same popup every page visit frustrates them. It also contributes to high bounce rates.
Set frequency caps and suppress popups for users who’ve already signed up or converted.
Poor design and visibility: When a popup appears on the screen, it should be distraction-free, as you’d want the customers to focus on it. One best practice is to ensure that your popup dims the background — otherwisescreen can look cluttered.
Consider using tools like Omnisend to personalize designs and make your popups stand out. Omnisend also helps you add content depending on location, device, cart state, traffic source, or past behavior.
Missing or hard-to-find close buttons: Visitors feel trapped when they can’t easily dismiss your popup. When that happens, most will readily bounce from your site.
Always include a visible, easy-to-tap “X” or close option in the top-right corner or allow background clicks to close.
Poor mobile experience: Popups that look fine on desktops sometimes break on small screens. Tiny text, hard-to-close buttons, and cluttered layouts drive mobile users away.
Always test mobile layouts for readability, spacing, and usability, such as easy tap targets.
How can Omnisend power popups?
Ready to create high-converting popups without coding or design headaches? With Omnisend, there’s no steep learning curve when it comes to building professional popup campaigns that actually drive results.
Build quickly and stay on brand: Choose from ready-to-use templates for popups, flyouts, landing pages, or multi-step forms
Smarter targeting and triggers: Use exit-intent, custom triggers, segmentation, and suppression rules to show the right popup window at the right time
Engage and convert: Try gamified popups like Wheel of Fortune, capture emails and SMS natively, and optimize with A/B testing and reporting
Build your popup with Omnisend and start converting visitors today
1. What is the best popup message for email signups?
The best popup messages highlight a clear benefit. Instead of the generic “Sign up” request, try “Get 15% off your first order.” This shows value and encourages action. Keep copy short, benefit-driven, and easy to act on.
2. How do I create a popup message that isn’t annoying?
Non-annoying popups appear at the right time with genuine value. Wait until visitors show engagement (30+ seconds or 25% scroll) before displaying. Offer real benefits, include easy close options, and never show the same popup repeatedly to converted users or frequent visitors.
3. What popup message has the highest conversion rate?
Messages with strong incentives perform best. Personalized discounts, free shipping, or gamified offers convert higher than generic announcements. Gamified popups, such asspin-to-win, often perform best.
4. Should popup messages appear immediately or with a delay?
Popups should rarely appear immediately. Give visitors time to explore. A short delay, scroll trigger, or exit-intent approach works best.
5. How often should popup messages appear to users?
Avoid overwhelming visitors by using frequency caps and suppression rules. If someone converts, don’t reshow the same offer. Instead, rotate popup announcements or introduce new incentives.
Milda is a Senior Content Marketing Manager at Omnisend, with extensive experience in communication, helping brands establish a unique and authentic online presence.
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