Pop-up Marketing: The Essentials for Online Store Owners

Online Stores

Conversions, conversions, we need more conversions!! As business owners and digital marketers, we always look for ways to increase our site’s conversion rate. Specialists from Askflow are ready to share their expertise with us

Few tactics are as controversial as Pop-ups, but love or loathe them; pop-ups work!!

Klaviyo analyzed over 80,000 businesses and found that overlay modal pop-up forms convert at 3.2% and slide-out pop-ups at 2.2%.

Research conducted by Sumo in 2019 found that the top-performing 10% of pop-up forms convert at a whopping 9.3%.

For many Shopify store owners, pop-ups are their preferred customer engagement tool.

Pop-ups became so popular that Google got involved and announced they would start penalizing websites using what they call “intrusive interstitials.”

We’ll dive into the pros and cons of pop-up marketing and discuss how you can successfully employ pop-ups without incurring the wrath of Google. Firstly, though, let’s clarify just what a pop-up is:

What are pop-ups?

A pop-up is a banner or small window that appears in the foreground when browsing a website. It typically contains a call-to-action (CTA) that allows the visitor to interact with it, such as a signup/contact form, a button, or a link.

Pop-ups are a tool that brings immense value, both for users and online businesses.

What Is Pop-up Marketing?

For anyone looking to further their online marketing strategies and optimize conversion rates, pop-up ads are key! At this point, many of you may be thinking, “My business isn’t in retail, and we don’t offer discounts on pop-up ads!” however, there are numerous ways to integrate this online strategy seamlessly.

Try the following pop-up strategies to incorporate into your online approach:

Boost Subscriptions:

Encourage your customers to connect and engage with your business by using pop-up ads to promote newsletter subscriptions. This helps build your email list and fosters a direct line of communication. If you haven’t set up a newsletter yet, now is the time.

Offer Premium Content:

Establish your business as an industry leader by providing premium content to your customers. Offer valuable resources such as infographics, webinars, downloadable checklists, templates, and eBooks that address your customer’s pain points. This approach not only increases subscriptions and generates new leads but also nurtures a meaningful relationship with your customers. In essence, pop-up ads elevate your premium content and contribute to higher conversion rates.

Promotions and Discounts:

Simplify communication about special offers with pop-up ads. They serve as the quickest way to inform your customers about discounts, free shipping, or other promotions. Utilize pop-up ads to expand your customer information base by offering a discount code or promotion in exchange for their email address.

Benefits Of Pop-up Advertising

Attention & Visibility:

  • Captivate users with front-and-center placement, boosting brand recognition.
  • Avoid ad blindness unlike static banners.

Targeted & Personalized:

  • Deliver relevant content based on user behavior and preferences, improving engagement.
  • Increase click-through rates and conversions.

Lead Generation & Email Subscriptions:

  • Offer lead magnets or exclusive rewards to grow your email list.
  • Nurture leads and build stronger customer relationships.

Promotions & Sales:

  • Showcase limited-time offers and flash sales to create urgency.
  • Drive conversions and boost sales during promotional periods.

Reduce Bounce Rates with Exit Intent Pop-ups:

  • Re-engage departing visitors with last-minute deals or valuable content.
  • Lower bounce rates and increase conversion potential.

Gather Feedback & Insights:

  • Conduct surveys through pop-ups to understand user preferences and improve your website.
  • Increase customer satisfaction by addressing their needs.

Cross-selling & Upselling Opportunities:

  • Suggest relevant products or services based on user behaviour, raising average order value.
  • Generate additional revenue through intelligent pop-up placements.


  • Test and optimize pop-ups for effectiveness and alignment with your marketing goals.
  • Use them thoughtfully to avoid intrusiveness and ensure a positive user experience.

Pros, Cons, and How to Do It Right

Thinking of adding a pop-up to your website? Weigh the pros and cons before diving in.


  • Cost-effective: Plugins offer free and paid options with varying features.
  • High visibility: Grab attention with front-and-center placement.
  • Boost conversions: Increase email subscriptions by 35% or more!


  • Annoying: Some users find them intrusive and spammy.
  • Blockers: Google may crack down on intrusive pop-ups.
  • Spammy: Avoid multiple pop-ups or redundant offers.

Do’s and Don’ts:


  • Offer an easy exit: A trapped visitor is a lost visitor.
  • Test functionality: Ensure smooth operation and a positive user experience.
  • Keep it simple: Less is more, especially with form fields.
  • Consider placement: Trigger pop-ups at opportune moments, like after reading a blog post.
  • Get help: If you’re unsure, contact a digital agency.


  • Use multiple pop-ups: Bombarding users is counterproductive.
  • Overload with visuals: Keep pop-ups light and fast-loading.
  • Be lengthy: Respect users’ time and attention span.
  • Lack an action plan: Have a clear goal and offer a relevant incentive.


To avoid a penalty, Google recommends using pop-ups that don’t make your website’s content less accessible and are easy to close. We can assume that pop-ups could have an indirect impact on your SEO if they degrade your visitors’ experience.

Ultimately, the decision to use pop-ups depends on your brand and goals. If you do choose them, follow these tips to ensure a positive user experience and maximize their effectiveness.

Final thoughts

Pop-ups, when used strategically, can be a powerful tool for engagement, conversions, and digital marketing success. Leverage their advantages while prioritizing user experience for optimal results.Remember, pop-ups can be a powerful tool, but use them wisely!

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