A popup that fires in the first 2 seconds of a first visit, covers the product a customer was looking at, and offers 10% off for something the visitor hasn't decided to buy yet is not a conversion tool. It's an interruption that correlates with higher bounce rates and lower conversion rates on stores that haven't tuned it properly.
The same store with the same popup configured to fire at the right time, with the right offer, for the right visitor converts at 3-6% of popup displays. The mechanics matter enormously.
Timing: when to show the popup
Exit intent. The popup fires when a user moves their mouse toward the browser bar (desktop) or after a defined scroll depth and pause (mobile). This targets visitors who are about to leave without purchasing - arguably the best moment to offer an incentive, since they've seen your store and are leaving without acting. Exit intent doesn't interrupt the browsing experience; it catches the exit.
Time on page (30-60 seconds minimum). A visitor who has been on your site for 30 seconds is demonstrably interested. One who arrived 2 seconds ago may just be orienting. Set minimum time triggers to ensure the popup targets engaged visitors, not everyone.
Scroll depth (50%+). A visitor who has scrolled halfway down your product page has engaged with the content. Triggering after 50% scroll ensures the popup appears for genuinely interested visitors who have read enough to form an opinion.
Never trigger immediately on page load. Never trigger again on the same session if the visitor dismissed it. Set cookie duration to 30 days so returning visitors don't see it again unless they cleared cookies.
Offer: what converts
Percentage discount (10-15%). The default for most stores. Works, but trains customers to expect a discount before buying. If you use this, cap it at 10% - enough to motivate, not enough to destroy margin or significantly erode perceived value.
Free shipping. Often converts better than a cash discount at equivalent value because the psychology is different. "Get free shipping on your first order" feels like removing a barrier, not discounting a product. For stores where shipping cost is a real purchase consideration, this outperforms percentage discounts.
First-to-know / early access. No discount, but exclusive access to new arrivals or sales before the general public. Works well for fashion, limited-edition, and collectors' brands where scarcity and exclusivity are part of the value proposition. Attracts subscribers who are genuinely interested in the brand rather than just discount-hunting.
Content lead magnet. A guide, checklist, recipe, or resource genuinely useful to your target customer. "Get our free guide to natural skincare routines" targets customers who care about that topic. The subscribers who opt in are self-selected as interested in the category - they convert better over time than discount-driven subscribers.
Design: what reduces friction
- Close button visible immediately - a popup where the close button is hard to find is the fastest way to get a frustrated user
- Mobile optimised - the popup should not cover the entire screen or require pinching to close on a phone
- Single field - email only, no name, no phone number on first interaction
- Clear value proposition in one sentence - what am I getting if I sign up?
- No countdown timer unless there's a real deadline - fake urgency is recognised and erodes trust
Apps for Shopify email capture
Klaviyo Forms (free with Klaviyo) - if you're already on Klaviyo, use their native forms. Subscribers go directly into your Klaviyo list with full event tracking. The form builder is capable and the targeting rules are solid.
Privy (free to $30/month) - standalone popup and email capture tool with good targeting options. Useful if you're not on Klaviyo or want more popup format flexibility.
Justuno (from $29/month) - more advanced targeting including product-page specific popups, cart value triggers, and geo-targeting. Worth the upgrade for stores with complex segmentation requirements.
Omnisend Forms (free with Omnisend) - same logic as Klaviyo Forms but for Omnisend users.
What to do after capture
The welcome email triggered immediately on signup is the highest-open-rate email you'll ever send. Open rates of 40-60% are normal because the subscriber just opted in and is expecting to hear from you.
The welcome email should: confirm the discount code if you offered one (above the fold, easy to copy), introduce your brand in 2-3 sentences, and show 2-3 products relevant to what the subscriber was browsing. Don't bury the discount code three paragraphs in - that's a support ticket waiting to happen.
