Website Chat-Ins

From pop-ups and chat bubbles to embeds on your checkout and thank you pages, every website visit is a chance to convert a visitor into a subscriber. This guide shows you how to use each touchpoint to engage visitors and turn clicks into loyal customers.

Why You Should Care

According to an 2023 Ecommerce Statistics report, customers who engage with brands via multiple channels have a lifetime value that is 30% higher than those who don’t subscribe to any marketing channels.

So don’t miss out! Start building your WhatsApp subscriber list today to boost engagement and long-term customer value.

Introdution: Understanding the E-I-S Framework

Engage – Incentive – Success. This simple Framework helps you capture attention, motivate action, and drive website visitores into your WhatsApp channel. It is also the Framework that we will use to explain and understand Website Entry-Points better.

Not interested in the full Framework or already know it?

👉 Click here to get directly to the step by step guide.

👉 Click here to get directly to the Inspo.

Engage: Capture Attention Instantly

The "Engage" portion of the E-I-S Framework is all about choosing the most effective "WhatsApp Entry Point" for each stage of your website journey and setting it up in a way that is clear, exiting and not too intrusive.

Here are the 5 most commonly used WhatsApp Entry-Points:

Pop-up: Use for time-sensitive offers or to grab attention when a visitor first lands or is about to exit your site.
Embed: Place on high-intent pages like product, checkout, or thank you pages, where users are already engaged.
Bubble: Keep visible on all pages for ongoing, non-intrusive support and easy access to chat at any time.
Check-Out Embed: Add to the checkout page to promote shiping updates & live service over WhatsApp - increasing trust before the sale and reduce abandoned carts.
Thank You Page Embed: Place after purchase to invite customers to subscribe to WhatsApp updates, request feedback, or share referral offers while engagement is highest.

Incentive: Motivate Action

The "Incentive" portion of the E-I-S Framework is all about giving visitors a compelling reason to interact with your WhatsApp entry points.

Here are some best practices for Incentives:

Make It Relevant:
Offer incentives that match your audience’s interests—like discounts on popular products or free shipping.
Keep It Simple:
Clearly communicate what the visitor will get and how to claim it, with no complicated steps.
Create Urgency:
Use limited-time offers or exclusive deals to encourage quick action.
Highlight Real Value:
Emphasize the true benefit—saving money, getting something extra, or accessing special content.
Deliver Instantly:
Provide the incentive (such as a code or freebie) immediately after sign-up or interaction.

Success: Guide to the Desired Outcome

The "Success" portion of the E-I-S Framework is all about ensuring your visitors experience a smooth, rewarding journey after engaging with your WhatsApp entry points. By guiding users clearly through their "WhatsApp Welcome Journey", you turn first-time interactions into lasting customer relationships.

Here are a few of our best practices:

Set Clear Expectations:
Let users know exactly what will happen next, whether it’s agreeing to marketing, giving an email or other information or receiving a discount code.
Keep the Experience Seamless:
Minimize friction by making follow-up steps easy, intuitive, and WhatsApp Friendly. Also make sure to only collect Information that will help you segment later on in order to save the user precious clicks.
Acknowledge the Action:
Confirm their subscription or engagement immediately with a friendly message or confirmation page in the pop-up.
Deliver on Your Promise:
Make sure the promised incentive or information is sent right away, building trust and satisfaction.
Encourage the Next Step:
Create a strong CTA for a relevant follow-up action, like browsing new arrivals, joining your VIP list, or refering a friend!

Step-by-Step Guide: E-I-S Framework in Action

In this short video tutorial series, we will showcase the E-I-S Framework in action using the hey-charles shop as our example.

Create a Pop-Up, Embed or Bubble
This brief vieo guide will guide you through creating and customizing a Website Pop-Up in one of the most common CRM-Solutions, Klaviyo.

Not sure how to implement different Pop-Ups for different Pages?
👉 Please refer to this Klaviyo Help center article for a deep-dive into "Sign Up Form Targeting".
Create a Thank You Page Embed
This short video guides you step-by-step through creating and customizing a Thank You Page Embed in your own charles universe.

👉 For detailed instructions on adding the Thank You Page Embed to your Shopify store, please refer to this article!
Create a Welcome Journey
This brief video provides a step-by-step guide to creating and customizing a seamless, high-converting welcome flow for your WhatsApp sign-ups.
Create a Parcel Sent Journey
This brief video provides a step-by-step guide to creating and customizing a seamless and cost efficient parcel sent flow for WhatsApp.

Best Practices and Inspiration

Discover a curated selection of best practices and inspiring examples for Website Chat-Ins, organized by industry. (Le us know what industry of inspiration you are still looking for!)

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.

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!”).