Easy Way To Boost Signup Conversion In Your Pop-Up

Hey it's Max from The Inbox Newsletter.

Got a quick one today on something I keep catching brands doing wrong in their pop-ups and welcome flows.

It's costing them signups and revenue on Day 1 of every new subscriber relationship.

But luckily, the fix takes about 5 minutes..

Let's get into it!

The Offer Mismatch

The mistake is pretty simple…

I see brands are advertising a weaker offer in their pop-up and welcome flow than what a new visitor would find on the product page.

Let's say you offer a subscription… and your subscription offer gives 15% off plus a $35 free gift with purchase.

Solid deal, right?

But then your pop-up says "Sign up for 10% off." That’s a worse number, with no free gift!

So a new visitor's actual best-case scenario would be sitting on your PDP, and the thing you're leading with to get their email is worse than what they'd find anyway once they land on a product page.

You're advertising the weaker offer and hiding the stronger one…

The Solution

The good news is there are two ways to fix this:

Option 1: Match your existing offer

If your offer is already strong (An example being 15% plus a $35 gift), advertise that in the pop-up and welcome flow with no extra discount for the email signup.

This protects your margin completely and still converts well because you're leading with the strongest offer you already have instead of a watered-down version of it.

A great example is how Gruns frames their pop up:

Their pop-up leads with "up to 52% off with free shipping."

So instead of tacking on a smaller signup discount for the email, they just lead with the strongest offer a subscriber can get on their site…

Option 2: Stack the numbers

If you want to give something extra for email or SMS, don't advertise the extra discount separately. Instead, stack it on top of what's already there and lead with the combined total.

If you offer 15% subscription plus 10% extra for signing up… that now becomes "25% OFF + Free Gifts," not "10% off."

It’s the same math either way, but the number you're leading with now actually reflects what a subscriber is getting when they sign up.

Either path works…

But the thing to avoid is having a great offer live on your site and then advertising something smaller in the exact place designed to get people excited to convert.

If you have a strong offer, the whole point is to make sure people actually hear about it!

Audit your offers and pop up forms and see if they align…

BTW the tool we've been using to run pop-ups like this across our brands is Alia.

They make it super simple to test different offer framings and run pop-ups that convert way better than the standard "sign up for 10% off" version.

Highly recommend checking them out!

Email Inspiration Of The Day

Brand:
Ridge

Email Design:
https://drive.google.com/file/d/1KT99twdQaKhnvOPCYVRAhTak3kYml1L_/view?usp=drive_link

Notes:
An effective way to do a discount... instead of doing $ OFF, saying this brand dropped $X into the customer’s account (but it's literally just a discount code). 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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