Pop up converting poorly?

Your paid ads probably suck.

Author

Don Florentino
March 28, 2025

If your popup is converting poorly - your paid ads probably suck.

This is because the most important factor for popup conversion rate is the quality of traffic coming to the website from ads.

As email marketers, the 2 biggers levers we can pull for the popup are the offer and mobile optimisation of the popup.

But the biggest lever is the quality of traffic getting onto the site from paid traffic.

This is why some brands will have a 10% conversion rate on their popup with a basic offer, vs some other brands that have a much weaker conversion rate even though we've optimised every detail with their popup.

Thus, the popup signup rate can be used as indicator of the quality of traffic of the acquisition.

If we notice big swings in the popup's conversion rate, without changing anything on our end, it may indicate there has been a significant change in the quality of traffic flowing to the site.

Key Takeaways For Your Brand:

  • Just because you see a popup converting at 10%, doesn't mean we have to just leave it because it's performing well.

  • If you notice popups randomly do better or worse, you can relay that back to your paid ads team (or yourself) as a question:

    • "Has anything changed in our ad targeting? We are noticing lower quality traffic coming to the site as the popup signup rate has lowered with no change on our end"

Hope this helps.

Best,

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