If you want to grow your e-commerce brand's email and SMS list, an optimized pop-up form is essential. After working with over 100 Shopify brands, I’ve found that the brands that truly thrive are those that effectively use pop-ups to gather customer information. Here’s a detailed guide on building high-converting pop-ups, backed by best practices and strategies that have driven impressive results for six, seven, and even eight-figure brands.

Why Your Pop-Up Form Matters

In e-commerce, a brand is only as strong as its list. Growing a quality email and SMS list gives you a direct line to your customers and is crucial for driving repeat purchases and customer loyalty. But not all pop-ups are created equal; the way your pop-up looks, when it triggers, and how it engages customers can make or break your results.

Let’s start with common pitfalls and then dive into best practices.

Common Mistakes to Avoid

A poorly designed or mistimed pop-up can disrupt the customer journey and drive potential buyers away. Here are three mistakes to avoid:

1. Instant Pop-Up Triggers: If the form appears the moment someone lands on your site, it can feel intrusive. This disruption often results in lost sales and fewer sign-ups.
2. Off-Brand Design: A generic, non-cohesive design can make your brand look unprofessional. Your pop-up should reflect your brand’s look and feel, encouraging trust.
3. Obstructive Elements: Pop-ups that block critical buttons or are hard to close can frustrate customers. Avoid slide-out widgets or static elements that create a poor user experience.

Building a High-Converting Pop-Up Form

Now, let’s walk through building a pop-up form that converts. For this example, we’ll use Klaviyo, but these steps apply to any platform.

Step 1: Create a Custom Form with Brand Cohesion

When setting up your pop-up, start by ensuring the design aligns with your brand. Skip the default, generic forms and design a pop-up that reflects your brand's personality. Use colors, fonts, and assets that mirror your brand's site for a cohesive experience.

Step 2: Keep the Form Simple

For optimal sign-ups, keep it simple. Avoid unnecessary fields like first and last names; just ask for the essentials, like email and phone number. You can later gather more details with follow-up emails.

Step 3: Add Clear CTAs and Messaging

Use inviting language. Instead of “Subscribe Now,” opt for “Unlock Your Offer” or “Get 15% Off”—phrasing that communicates value. Include a “No Thanks” option like “No, I Prefer to Pay Full Price” to make the form feel less pushy.

Adding an A/B Testing Strategy

The best way to see what works is to A/B test your pop-ups. Here’s a basic strategy:

1. Test Different Images and Layouts: Create multiple versions of the pop-up with different images, colors, and layouts to see which resonates best with your audience.
2. Test Trigger Timing: Experiment with different triggers, such as:
   • 25% Page Scroll: Appears after the visitor scrolls a quarter of the page.
   • 10-Second Delay: Shows after 10 seconds on the page.
   • Exit Intent: Triggers when the visitor is about to leave the page (works best on desktop).

Let each test run for 30 days to gather meaningful data. Use the insights to choose a winner and refine your form based on the results.

Optimizing for the Best Opt-In Rates

Once you have a winner, aim for a minimum opt-in rate of 6%. If less than 6% of visitors sign up, make adjustments until you see improvement.

Each day without optimization means lost potential for growth and revenue. Keep testing layouts, images, and CTA language to maximize results.

Final Thoughts

Creating a high-performing pop-up takes time, but the payoff is worth it. With a well-designed, brand-aligned pop-up that triggers at the right time, you can significantly grow your list, improve customer engagement, and ultimately boost your revenue. Try these principles in your business, and watch your opt-in rates soar.

Feel free to rewatch this, take notes, and get started. Every optimized pop-up brings you closer to a stronger, more profitable brand.

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