A good pop-up conversion rate depends on who sees it, when they see it, and what you’re asking for. Get those right and you can grow leads without trashing trust or UX.
Timing and Triggers
Don’t show a pop-up the second someone lands. Use exit intent, scroll depth (e.g. 50–70%), or time on page (e.g. 30–60 seconds) so they’ve had a chance to see your content first. Segment by new vs returning so you’re not asking the same people again.
Offer and Copy
Make the value clear in one line: what they get (e.g. “Weekly tips,” “10% off”) and why it’s relevant. Use a single primary CTA. A/B test headline and button text—small changes can move conversion meaningfully.
Design and Friction
Keep the form short (email only if you can). Make the close button obvious so it doesn’t feel like a trap. Lightboxes and slide-ins often perform better than full-screen takeovers. On mobile, ensure it’s easy to dismiss and doesn’t block key content.
Measure the Right Thing
Track conversion rate (sign-ups or clicks per display), but also impact on bounce rate and pages per session. If pop-ups hurt engagement, refine timing and targeting rather than pushing harder.
For more on conversion and testing, see our Strategy Quiz and Full Business Diagnostic.