Popup - Best Practices & Inspiration

General Best Practices

1. Smart Timing

Avoid displaying pop-ups immediately when a visitor lands on your site. Instead, trigger them based on user behavior, such as:

After 8–10 seconds on the site
When a visitor scrolls 30–50% down the page
On exit intent (e.g., moving the cursor toward the browser’s close button or address bar)

This approach minimizes disruption, reduces annoyance, and increases the likelihood of engagement.

2. Keep It Simple

Limit the content and input fields in your pop-ups and embeds to only what’s essential. Typically, this means including:

A clear header
A concise subheader
A single call-to-action button

If you need additional information, collect it later in your welcome or onboarding flow, not upfront.

3. Optimize for Mobile

Ensure all pop-ups and embeds are fully responsive and easy to close on mobile devices. Avoid covering too much of the screen, as this can frustrate users and lead to higher bounce rates. Prioritize user experience by making interactions seamless across all devices.

4. Channel Coordination

Present marketing channels thoughtfully. Either:

Highlight a single channel per pop-up or embed, or
Combine multiple options into one well-designed, easy-to-understand pop-up

Avoid overwhelming visitors with multiple pop-ups for different channels, which can lead to frustration and reduced engagement.

Recommended A/B Tests

You should only test one component at a time.

Signup reward

Offer users different rewards for signup and see what they respond best to.

Possibilities include:

Different amount of discounts
Free shipping
Raffle to win free product
Premium access to sales events
No reward

CTA button text

Without changing the signup reward, test different text on your call-to-action button.

Possibilities include:

“Subscribe”, “sign-up”, “join”
“Save now”, “get your discount”, “save 10% now”
“Sign-up via WhatsApp”, “go to WhatsApp for your reward”

Image

See how focusing on different elements of the image changes conversion.

Possibilities include:

Focus on product
Focus on the reward users get for signing up
Focus on happy customers
Try combining the ideas above (e.g. product + reward)

Description text

The text on a pop-up can be used to give additional information.

Possibilities include:

Focus on the value of your WhatsApp channel
Focus on the reward for signup
Focus on the mechanics of signing up

Harmonize WhatsApp and Email subscriber collection

Most brands already have an email newsletter pop-up in place so, when planning your WhatsApp pop-up, you may be thinking “what about my emails?”

No worries, here are 3 strategies for how brands successfully answer this question.

WhatsApp on mobile, email on desktop

An email newsletter signups requires users to type their email and confirm the subscription in through an email sent to their inbox.

On mobile devices, people do not like to type or actively switch applications. Data from some of our brands show that WhatsApp signups are perceived as more seamless and lead to more conversions when offered for mobile users.

The opposite can be observed for desktop users. As opening WhatsApp on desktop requires users to have the app and needs more clicks. Email signups are easier and more effective.

Offer both

Giving users what they want is key to a brands success!

2-step signup

One after the other!

Most third-party providers allow the creation of pop-ups with several steps of giving information.

Use this feature to first ask for email, then for the WhatsApp signup from your customers.

See how to do it with Klaviyo: Collect subscribers with Klaviyo Forms

Fashion and Clothing

1. Non-Disruptive Timing

Trigger pop-ups using exit-intent, after a visitor has spent time on your site (e.g., 30 seconds), or after they’ve scrolled a significant portion of the page. Avoid displaying pop-ups immediately to prevent disrupting the shopping experience.

2. Personalized Content

Customize your pop-up offers based on user behavior—such as browsing history or product categories viewed. For example, present a first-purchase discount, invite users to take a style quiz, or highlight a relevant size guide to increase engagement.

3. Compelling Visuals

Use high-quality, on-brand images that showcase your latest collections or trending styles. Strong visuals help capture attention and reinforce your brand’s unique fashion identity.

4. Mobile-First Design

Ensure all pop-ups are optimized for mobile devices. They should be visually appealing, easy to read, and simple to close with a single tap. Avoid covering essential content or making the pop-up difficult to dismiss on smaller screens.

Here are some of our top picks:

BRUNA the Lable:

Vicinity Clothing:

WRSTBHVR:

Beauty and Hygiene

1. Smart Triggering Based on User Behavior

Show pop-ups, embeds, or chat bubbles after users show real interest, such as spending over a minute on the site, scrolling through product pages, or trying to leave the site. This makes the invitation timely and less intrusive.

2. Personalize Your Message

Use data from browsing behavior (like viewing skincare or makeup products) to tailor your sign-up offer. For example, create specific embeds and pop-up depending on the category / product page the user is browsing. This allows you to make your incentive hyper-specific or answer a vital question at the right time.

3. Highlight a Clear Incentive

Offer a simple, attractive incentive for signing up, such as a free sample, exclusive discount, or early access to new products. Make sure the benefit is clearly stated in your pop-up or embed and are relevent to the user browsing the page.

4. Seamless Welcome Experience

After sign-up, send an immediate, friendly WhatsApp message confirming the subscription and delivering the promised incentive. Guide new subscribers on what to expect next to build trust and engagement right from the start. For example, let users describe their specific needs in skincare and offer a different journey for each type of customer.

Here are some of our top picks:

Parfumdreams:

JUNGLÜCK:

Asambeauty:

Home & Living

1. Trigger Pop-Ups After High-Intent Actions

Use analytics to trigger pop-ups or chat bubbles only after users show strong purchase intent, such as configuring a custom product (offer a discount after the configuration), spending a certain amount on time on a high-value item, or saving products to a wishlist. This targets engaged shoppers most likely to convert on high AOV items.

2. Personalize Offers Based on Browsing Segments

Leverage browsing data to segment users by room (e.g., living room, kitchen, outdoor) or product type (e.g., premium sofas, designer lighting). Tailor your WhatsApp sign-up message to offer exclusive content or deals relevant to their interests (e.g., “Get expert living room makeover tips on WhatsApp!”).