What is a pop-up in eCommerce? Types, benefits, examples, best practices

Picture this: You're navigating an online store, and just as you're about to leave, a pop-up offers you a 20% discount if you subscribe to a newsletter. Intrigued, you accept, securing a deal and a future customer for the store. This is pop-up eCommerce in action, a strategic tool to enhance user experience and boost conversions. But how do you implement this on platforms like Shopify? That's where knowing how to add a pop-up on Shopify becomes essential. In this article, you'll discover the ins and outs of pop-up eCommerce, from types and benefits to real-world examples and best practices, all aimed at elevating your online store's success.

To help you achieve these objectives, Instant’s Shopify product page builder can make the process seamless and efficient.

Table of Contents

• What is a pop-up in eCommerce?

• Step-by-step guide on how to add a pop up on Shopify with Instant

• What are the benefits of using pop-ups on your eCommerce store?

• 8 common types of pop-ups for online stores

• 8 Pop-up design best practices to boost its effectiveness

• 13 Great examples of pop-ups in eCommerce

• Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder

What is a pop-up in eCommerce?

An eCommerce popup is a marketing campaign that appears when a user visits your eCommerce website. Typically, eCommerce popup campaigns appear on top of or adjacent to a website's content. They're designed to capture attention and encourage visitors to act, such as signing up for an email or SMS list or purchasing.

How pop-ups work: The psychology of interruptions

Popups work by interrupting your activity, aiming to grab attention through interruption marketing. This sudden disruption triggers a psychological response, urging users to pay attention and react. Popups create an emotional connection and influence user decisions, particularly in purchasing. By strategically applying these triggers, popups can become a dynamic tool for eCommerce businesses, aiming to guide user behavior.

On websites, pop-ups often appear soon after the page loads the first time the visitor accesses the page. They can also be triggered by scrolling, clicking, or an exit intent (i.e., when cursor movement indicates the user is about to close the page).

Pop-ups can also appear in different forms, such as:

• A modal that deactivates the rest of the page until the user interacts with the pop-up.

• A welcome mat that takes up the entire page.

• A banner that spans the bottom or top of the viewport

• A smaller window that still allows interaction with the rest of the page.

Why pop-up design matters: Make those seconds count

First of all, why does popup design matter at all? Isn’t it just a simple message where content trumps design?

While your popup's message and value proposition are fundamental, great design can boost the effectiveness of any message. Pop-ups usually come out of nowhere and have just a few seconds to impress the visitor. In our attention-demanding world, impressing website visitors is no easy task.

A beautiful, unique exit-intent popup like the one below could get up to 50% conversion rates! Meanwhile, presenting the same offer (a regular 10% off) in a boring, text-only way would be lucky to achieve a 10% conversion rate. That’s a 400% difference! The average pop-up conversion rate is 11.09%. But you can get even more if you know how to implement this tool correctly.

By strategically leveraging these pop-ups, store owners can create a more engaging, informative, and conversion-oriented shopping experience, solidifying their brand presence and competitiveness in the highly competitive e-commerce landscape.

Step-by-step guide on how to add a pop up on Shopify with Instant

What are the benefits of using pop-ups on your eCommerce store?

Popups are your silent guardian, waiting to swoop in when a customer’s focus drifts from your main message. Think of them as your brand’s second chance to make a first impression. If your primary offer doesn’t connect, a well-timed popup can re-engage visitors by presenting a fresh, compelling incentive. This second act increases your odds of conversion by capturing attention when it wanders.

Cut through the noise.

Websites can be chaotic. A cascade of images, offers, and buttons can distract visitors. Popups simplify this by isolating a single message, guiding visitors’ attention like a spotlight. This focus can help them make decisions faster and more confidently. You can also relocate secondary messages to popups, streamlining your site’s overall experience.

Boost your list the smart way

Building your email and SMS lists is crucial. With popups, you can significantly boost opt-in rates. On average, a standard website sees a 1.95% conversion rate for collecting contact details. But popups can elevate this rate to as high as 7.65%. This simple shift can exponentially grow your marketing list, setting a strong foundation for future campaigns.

Adaptability at its best

Popups are flexible and can serve multiple purposes. While they’re excellent for list-building and boosting sales, they can also gather customer feedback, offer personalized shopping experiences, or act as virtual assistants. This versatility can enhance customer interactions and optimize their journey through your site.

High ROI, Low Cost

Investing in popups is a savvy move for your bottom line. They’re affordable, with free and paid options available. More importantly, they can significantly boost revenue from existing traffic, offering a higher return on investment than many traditional advertising methods. With popups, you’re maximizing the value of your current audience before expanding it.

Enhance Your Shopify Store with Instant

Looking to elevate your Shopify store’s performance with a streamlined, no-coding approach? Instant’s powerful Shopify product page builder empowers you to craft high-converting pages easily. 

Try Instant's Shopify product page builder today!

8 common types of pop-ups for online stores

1. Exit intent popups: Catching them before they go

Exit intent popups are your lifeline when a customer’s about to leave your site. They appear as the cursor moves toward the browser's exit button. The goal? Keep them on your site with a tempting offer or sweet deal. These pop-ups can reduce cart abandonment and keep customers engaged just before they slip away.

2. Welcome mat pop-ups: Roll out the red carpet

Welcome mat popups are like a warm handshake for your visitors. They greet people when they land on your site, offering enticing visuals or offers. It’s like saying, "Hey, we’re glad you’re here. Check out this cool thing we have for you.” These pop-ups are perfect for making a strong first impression.

3. Email sign-up popups: Building your tribe

Email sign-up popups are your golden ticket to building a loyal audience. They ask visitors to share their email addresses in exchange for something valuable, like a discount or freebie. Collecting emails is crucial. It’s a direct line of communication and a sign that people trust your brand. These popups grow your mailing list and foster lasting connections.

4. Countdown pop-ups: Creating urgency with a tick-tock

Countdown pop-ups are like a ticking clock in your customer’s mind. They show a timer counting down to a special event or offer, creating a sense of urgency. These pop-ups are perfect for limited-time promotions, encouraging visitors to act quickly before the opportunity disappears.

5. Upsell popups: Boosting your average order value

Upsell popups are your secret weapon for increasing sales. When customers add something to their cart, these popups suggest related or complementary products they might like. It’s like saying, "Hey, while you’re at it, why not grab this too?” These popups enhance the shopping experience and nudge customers to spend more.

6. Social proof pop-ups: Building trust with real reviews

Social proof popups showcase genuine reviews and testimonials, building trust with potential customers. They highlight authentic feedback and user-generated photos, showing visitors that others love your products. It’s like having a friend recommend something extraordinary, making people more likely to buy.

7. Feedback pop-ups: Listening to your customers

Feedback popups are a direct line to your customers' thoughts and opinions. They collect valuable insights about what people love, hate, or want to see. These popups help you better understand your audience and improve the shopping experience. It’s like conversing with your customers to make things better for everyone.

8. Cart abandonment pop-ups: Saving the sale

Cart abandonment popups are your last shot at saving a sale. They remind customers about the items they left in their cart and encourage them to complete the purchase. These pop-ups can offer discounts or incentives to sweeten the deal and bring hesitant shoppers back before they leave for good.

8 Pop-up design best practices to boost its effectiveness

The key to designing effective popups is to understand popup design best practices and implement them thoughtfully. Take advantage of these top tips to improve your pop-up user experience and increase conversions.

1. Put the user experience first

In popup design, user experience is everything. As you build your marketing strategy, consider the user’s journey on the site from the moment they arrive to their exit. Think about how you can engage your desired audience effectively without irritating or deterring them. Remember, the more you know about a user, the more effectively you can customize popups to enhance their journey. Put visitors first by: 

• Tailoring messages to the user’s behavior, meeting them with offers that will interest them

• Timing popups correctly to avoid overwhelming the visitor with information

• Segmenting users, either by their awareness stage, location, or traffic source based on visitor data. 

2. Get the timing and frequency right

We've all been there. You open a web page and are Instantly bombarded with popups. It can be frustrating, irritating, and overwhelming–too often, it can cause you to leave the site. Undoubtedly, adding too many popups is an easy way to drive visitors away from a website. That’s why getting the timing and frequency right is critical. But how do you determine the correct timing? While there’s no hard and fast rule, a general guideline is to time the window to appear between three and 30 seconds from the moment a visitor arrives on the page. You can further hone your timing by reviewing the site metrics within that period. Aim for a popup to appear around the average time visitors spend on the page. Then, you can experiment with behavioral triggers, such as messages that appear when a user clicks a link, scrolls, or exits the page. Remember, timing is all about understanding the visitor’s journey throughout the site. Concentrate on serving the user’s intention and improving the flow of their experience.

3. Include compelling copy, clear CTAs, and engaging images

While timing matters, pop-ups also need a compelling copy, a clear call to action (CTA), and engaging images to hook visitors successfully. A great CTA should be as straightforward as possible. Use strong verbs like “Buy” or “Learn” and keep the message simple. Users should immediately understand the offer and why they should click the button. Strong images can also enhance the efficacy of the popup. Select eye-catching photos while remaining consistent with your brand, carefully aligning them with the messaging.

4. Maintain consistent design

As with everything in marketing, design matters; while creating loud, attention-grabbing popups is tempting, resist that urge. Visuals that feel too gimmicky or spammy tend to deter wary users. Not only should popups be well designed, but the branding should match the rest of the website to maintain a consistent, high-quality experience. The best popup builders on the market are specially developed to offer extensive customization, ensuring that your company’s branding is integrated effectively. While it’s not the only option, minimalism is often the most substantial choice. Calming colors, rounded shapes, and clean, uncluttered windows can go a long way in connecting with visitors and assuring them of the offer’s authenticity.

5. Ensure mobile responsiveness

Whatever you do, don’t sleep on mobile design. Popups should appear just as clearly on mobile as they do on browsers. When building popups for mobile responsiveness, it’s critical to understand that it’s more complex than simply scaling down the design. Because the browsing experience on the phone differs significantly from the browser, the format should also differ. Windows must be taller and narrower, form fields and buttons should be easy for users to navigate with their thumbs, and the copy may need to be simplified.

6. Use a personalized approach

Sixty-five percent 65% of customers expect personalized offers. This approach will help build better customer relationships when you create a pop-up on Shopify. Addressing a logged-in user by name, greeting a second-time guest with "Happy to see you again," or personalized recommendations can improve the shopping experience, increase return rates, and boost sales.

7. Keep your pop-ups concise and up to the point

Your store visitors do not have time to deal with long, confusing messages. They should understand what they are being offered in a few seconds. Avoid long paragraphs or too much information but share the essentials. Add the appropriate visuals to illustrate the pop-up intention better.

8. Improve your pop-ups with A/B testing

Pop-up A/B testing is not a waste of time but a necessary step in determining what works best for your audience. Moreover, it is easy to do. You only need to launch two types of Shopify pop-up windows and see which one has a higher conversion rate. Sometimes, a minor change in timing, text, or visuals can be game-changing in the effectiveness of the pop-up.

13 Great examples of pop-ups in eCommerce

1. Chubbies: Making waves with cross-selling pop-ups

Chubbies bring the beach to your screen with their cross-selling pop-ups. When you grab a pair of swim trunks, a subtle pop-up nudges you to check out matching tees. This approach is seamless and enhances the shopping experience. To mirror their style, pop up right after an item is added to the cart, keep the suggestions relevant, and offer just a few curated choices.

2. Living spaces: Mastering the art of upsell pop-ups

Living Spaces takes pop-ups to the next level by integrating upsell, cross-sell, and lead-generation strategies. Adding a couch? Expect a suggestion for throw pillows or rugs to complete the look. Their pop-ups also entice furniture protection and email sign-ups that offer a chance to win a gift card. This cohesive approach enhances the shopping journey and boosts conversions at every stage.

3. AccuFix: Floating pop-ups that stir the FOMO

AccuFix Cosmetics keeps the excitement alive with floating pop-ups. As you browse, you’ll see real-time alerts like, “Sarah in New York just purchased this item 5 minutes ago.” These subtle pop-ups create a dynamic shopping experience by encouraging quick decisions and leveraging the actions of others.

4. Allswell: Slide-in pop-ups for a restful shopping experience

Allswell uses slide-in pop-ups to recommend products that complement your current purchase. Unlike traditional pop-ups, these slide-ins blend naturally into your shopping journey. They appear when you pause or scroll, acting like a personal shopping assistant to guide you towards a more restful night.

5. Duradry: Saving money with upsell pop-ups

Duradry specializes in sweat-control solutions and uses upsell pop-ups to encourage customers to buy more while saving money. For example, if you add Duradry AM deodorant to your cart, you’ll see an upsell pop-up suggesting a bundle with AM deodorant, PM deodorant, and body wash at a discounted price.

6. The guardian: A cookie consent banner with a purpose

The Guardian’s website greets you with a prominent cookie consent banner that occupies half the page. By accepting or rejecting cookies, you’re granted access to the site. This banner exemplifies clear and transparent user consent for cookies while providing a detailed overview of their cookie policy.

7. Vintageria: Adding humor to cookie preferences

Vintageria’s cookie popup adds humor and charm to cookie preferences. Announcing, “We baked some cookies,” with a pixelated image, it matches the website’s retro style. Blocking access before choosing, it declares, “GAME PAUSED.” The consistent style, colors, and fonts create an engaging and cohesive experience.

8. Tails: Personalizing the cookie experience

Tails, a dog food brand, adds a clever touch to its cookie banner. It offers the choice of accepting all cookies or customizing preferences with a twist. The description says, “They (cookies) let us personalize tails.com to you (and your dog).” This personalization resonates with dog lovers and enhances the overall experience.

9. Leesa.com: Exit pop-ups with a gentle reminder

Leesa.com uses a subtle exit popup strategy to capture visitor emails. When you try to leave, a friendly message says, “Wait, don’t go.” This is a gentle reminder that you haven’t finished interacting with the site.

10. Mobile fun: Exit pop-ups that offer incentives

Mobile Fun engages visitors with exit pop-ups, leading to high-converting pages and discount codes for signing up. This clever strategy encourages visitors to stay and increases conversion likelihood.

11. J.Crew: Simple yet sophisticated exit pop-ups

J.Crew’s exit popup prompts visitors to join the J.Crew passport program for a 15% discount. The vibrant design with a well-crafted CTA button makes it appealing. The passport scheme offers exclusive perks and points, adding to its allure.

12. Brooks Brothers: Increasing purchases with exit pop-ups

Brooks Brothers uses an exit-intent popup to encourage larger purchases. The “buy more, save more” discount increases as more items are added to the cart. This strategy entices spending more and provides urgency to complete purchases.

13. Nike: Gathering audience insights with exit pop-ups

Nike’s exit popups gather target audience details like email, date of birth, and shopping preferences. This information helps tailor personalized marketing campaigns. For example, Nike will showcase new releases or sales if you frequently buy running shoes.

Optimize your Shopify store for conversions without breaking the bank with Instant's Shopify product page builder

Using pop-ups is a smart move to boost sales on your Shopify store. They’re perfect for:

• Capturing emails

• Sharing deals

• Guiding visitors

You don’t need to be a tech wizard to create them. Instant’s page builder allows you to drag and drop your way to a sleek pop-up in no time. No coding expertise is required, which means anyone on your team can handle it. This tool lets you focus on what matters—making your store shine.

Seamlessly integrate and thrive

When you’re managing an online store, efficiency is key. You want tools that work together without a hitch. Instant integrates smoothly with Figma and other eCommerce platforms, saving you time and hassle. You can create a pop-up, style it on Figma, and push it to your live site without sweat. It's about making your workflow as smooth as possible, letting you focus on selling and not on tech headaches.

Boosting conversions with confidence

Crafting an engaging pop-up is just the first step. You want to make sure it converts visitors into customers. Instant gives you control over the design and functionality, so you can test different approaches and find what works best for your audience. It’s about moving the needle on conversions and sales, and Instant lets you do that with confidence by offering tools that are easy to use and highly effective.