Popups are a great way of catching the users attention. However beware because it can also be very annoying, as we all probably know from experience.

What can you do with a popup?

  • Highlight campaigns              
  • Provide information on new products
  • Generate newsletter options
  • Personalise content based on behaviour
  • Invite customers to events or seminars
  • Disseminate white papers or content
  • Generate leads
  • Promote contests
  • Trigger on specific pages
  • Show based on geography
  • Contain forms and surveys
  • And lots more!


Best practice

What to take into account when setting up a popup.

  • Consider when the popup should appear. This can depend on what message you want to get across and what the purpose of the popup is, but in some cases showing the popup on the first page load can be too intrusive for the user.
  • The layout of the popup should not be too big. It can be perceived as disturbing.
  • Have a clear exit box so that customers can close it down easily.
  • Customise content and copy according to your communication guidelines.
  • Have a purpose and customise in accordance to it. For example if the purpose is to give an incentive for the customer to perform a purchase by giving a discount code,  you should show the code and not send it to the email. In this way, the customer leaves the purchase flow, which increases the risk of distractions and interrupted purchase.
  • A/B test in order to improve and detect if it affects conversion in any way.

Remember, if you are unsure of, for example, which copy would be the most effective - you can always A/B test it to find out. At Symplify Conversion we can help you set it up and guide you in the process.


Strategies & tactics

Campaigns - Specific offers based on customer profile.

  • Adapt campaigns and offers based on new or existing customers
  • Use pop ups for a specific time period f.ex. Black Friday.
  • Campaign pop ups-to drive traffic to specific pages
  • Customise according to specific brands → highlight campaigns
  • Highlight specific promotions on the page such as Black Friday or Christmas shopping


Page and User targeting  

  • Use popups for different segments or customer preferences to highlight promotions or benefits at a specific time.
  • Offer discounts on specific categories or collections.
  • Remind of free shipping or the time frame for shipping for example order before 12 and receive the goods tomorrow.
  • Highlight specific USPs or important information that can serve as a final nudge for the customer to complete the purchase.
  • Increase AOV by highlighting cross selling products after the customer has added items to the shopping cart


Triggerbased & exit intent

  • Use exit intent popups to catch your customer before they leave.
  • Use popups to motivate customers who are unsure (inform them about free shipping, discounts etc.)
  • Work strategically by focusing on customers above a specific order value.


Abandoned cart popup

Data shows that around 70% abandon their carts when shopping online [1] . By focusing on these customers you can very easily increase conversions. The customer is already very far down the funnel and has a high buying intent. Research shows that three cart abandonment emails brought in 69% more revenue than a single email [2] . In fact cart abandonment emails have a greater than 10% purchase rate [3] .

Popups could very well be used in order to reduce cart abandonment. For example, you could send a popup on cart pages when a user has been inactive for a certain amount of time, and ask them to give their email address to send the cart to. This gives the user a better possibility of continuing the purchase at a later point.



We often see that users who come from email convert at a higher rate. A study found that email marketing has an unmatched ROI, for every $1 marketers spend on email marketing, they receive $36 in return [4] . Newsletters are also very efficient at creating that “top-of-mind” effect which will help with brand awareness. A common way of collecting email subscribers is by adding a popup which promotes the newsletter. However there are a couple of things that you need to consider when creating a popup for collecting newsletter subscriptions.

  • Do not set it to appear/pop up at once. You want to avoid disturbing the customer’s browsing activity and potential buying journey.
  • Let the customer browse a few pages first. For example, work with bounce rate, meaning the average number of page views before a customer leaves. Set the popup to appear then so that you can catch them before they leave with an incentive to stay.
  • Let the copy in the popup be short and to the point. Oftentimes users tend to not read, but skim through text. Bullet Points can be great to use instead of having a long text section, they are easy to skim through and they catch the eye.


Build customer club & loyalty

As we move more and more towards wanting to personalise user experiences, it’s more important than ever to be able to access as much data as possible from the users. Having a membership program means that you get access to many possibilities when it comes to personalising content, retention and building loyalty. This is because you get access to user data at a new level. If you have a membership program, popups can be an effective way to encourage users to sign-up.

  • Consider when in the customer journey it is best to encourage users to sign up for membership. Is it at the start, the middle or towards the end? Perhaps it should be done when a user shows an interest in purchasing a product (when they add a product to cart).
  • Give the user a strong incentive for signing up. Signing up for memberships is often a tedious process which many users want to avoid.
  • Make sure that it is as easy as possible to sign-up. This means optimising the sign-up form. Think about what information is absolutely necessary and which information is optional and could be added by the user on their own later. Most likely the user will be filling this information out when they are in the middle of a purchase journey.

Within membership programs it is also common to give users personal discount codes and rewards. Popups can help you remind the user about these and present them at the most relevant point.


Read how to create a popup here!


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