3 Popup Mistakes I’ve Seen a Lot Recently

Popup is annoying already. Hence, when you use it wrongly, it becomes worse.

Recently I audited Klaviyo for some new brands and found several problems in their popups.

Below are 3 common mistakes and how to fix them:

1. Run two popups at once with different offers and for different collections but don’t set exclusions

A brand has run two popups with the following set-up:

• One with 20% off available for Sales collection only and show after the page is loaded for 10 seconds.

• Another with 10% off available for all other collections and show after the page is loaded for 20 seconds.

As you might know, these popups will be shown on every page almost at the same time, which is bad. When someone lands on the Sales collection, you want them to take 20% off and buy, not distract them with another offer that isn’t available for the collection they’re looking at.

HOW TO FIX:

Use options in the By URL section to set up offers on relevant pages.

• For 20% off popup: Set it to show on the Sales collection URL only.

• For 10% off popup: Set it not to show on the Sales collection.

2. Not include disclosure language

Showing disclosure text is important, especially if your popup is simply like this:

Why?

Because the popup only says, “enter email address to get 10% discount code.” It doesn’t say anything about receiving marketing emails onwards. While many people will understand that, others may not. Hence, there is a high chance some will feel annoyed when suddenly seeing your emails in their inbox. Their frustration is reasonable because you didn’t inform them early on.

You might think it can’t happen, but one of our clients once received complaints from some subscribers about “receiving emails without knowing.” They said, “I only signed up to get a discount code, not to be marketed. Your form doesn’t tell me about emails.”

TO FIX:

Be sure to show disclosure language on your popup, for example, “By signing up, you agree to receive email marketing from us.” In doing so, you also show transparency and create a great first impression with your new shoppers.

3. Teaser design

Klaviyo teaser is a good way to give your offer a second chance to convert. Shoppers can click the teaser again to bring back the popup and subscribe.

That said, it can backfire if it’s not well-designed and not optimized for mobile.

For example:

• Teaser overlaps other CTAs like Add to Cart button and Rewards widget

• Teaser color and background color are low contrasting

• Teaser text is too small

A teaser might look amazing on desktop, but it can appear completely different when viewed on small screens. Be sure to test it carefully before pushing it live.

Hope these tips are helpful. Let me know if you have any other ideas to improve popup performance and make it less annoying ;)

Have a great weekend ahead.

Lavender

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:: 😊 “When it comes to email strategy – not many people have the brain for it. Not only does Lavender have a brain built for email strategy, but she’s also got the copywriting skills to match. She’s a pro at finding (and filling) the gaps in your email experience and increasing email revenue.” Samar Owais, Founder of Emails Done Right, eCommerce Email Strategist