What 1.24 Billion Popup Displays Tell Us About Conversion in 2025

Studying Time: 13 minutes

Popup statistics from 1.24 billion shows present the common e mail popup conversion fee in 2025 is 2.1% — however “good” is determined by context, not a single magic quantity. As a sensible benchmark, beneath 1.5% is normally underperforming, 1.5–3% is common, 3–5% is sweet, and 5%+ is great. In case your purpose is to beat the baseline quick, the information additionally exhibits that gamified codecs like Wheel of Fortune can attain 3.5%+ conversion charges.

Within the sections forward, we’ll outline email popup best practices in efficiency phrases, then unpack the most important levers behind conversion fee: timing and delay, triggers like exit intent, variety of fields, cell vs desktop concentrating on, incentives, and segmentation.

We additionally suggest zooming out with context from Omnisend’s latest ecommerce marketing report that can assist you interpret these benchmarks based mostly on how buyers behave now — and what that suggests for 2026.

Electronic mail popup statistics and traits for 2026

For those who’re benchmarking listing progress, these popup outcomes present a transparent snapshot of the place e mail seize stands proper now — and what that momentum suggests heading into 2026.

Throughout the dataset, popup utilization stored climbing quick, whereas conversion fee dipped barely. That mixture issues: it means extra manufacturers are leaning on popups as a typical acquisition lever, however squeezing out “further” conversion now relies upon extra on optimization than on merely including a type.

The large takeaway is scale. Popups had been displayed way more usually in 2025, and so they collected way more emails total — regardless of a small decline in common conversion fee. In follow, that normally factors to 2 traits occurring on the identical time: (1) extra shops are adopting popups (or displaying them extra aggressively), and (2) audiences are seeing extra of them, which raises the bar for relevance, timing, and provide high quality.

Methodology notes (what’s included on this dataset)

To maintain these benchmarks significant and keep away from skew from edge circumstances, the evaluation focuses on popup-type kinds solely and applies a couple of filters:

• Popup kinds solely (not all on-site kinds or sign-up sources)
• Excludes phishers, unhealthy actors, and check accounts
• Contains solely kinds with at the very least 1,000 yearly views (to keep away from tiny-sample noise)
• Excludes excessive 50%+ conversion outliers (to forestall unrealistic distortion)

If you wish to evaluate popup conversion charges to the broader panorama (like e mail engagement and listing progress benchmarks past popups), see our email marketing benchmarks and stats for extra context.

What is an effective popup conversion fee in 2025?

Our popup statistics present the common e mail popup conversion fee in 2025 is 2.1%. That’s a helpful baseline — however what counts as “good” is determined by your popup kind, viewers, site visitors supply, provide, and the way focused the message is.

Right here’s a easy benchmark you should use to shortly categorize efficiency:

• Under 1.5% = underperforming
• 1.5–3% = common
• 3–5% = good
• 5%+ = wonderful

If you would like a practical “best-case” goal, prime performers who actively optimize timing, concentrating on, and format can attain 3.5%+ — particularly with gamified popups like Wheel of Fortune, which naturally convert greater than a primary “be part of our e-newsletter” e mail seize.

It’s additionally value noting that benchmarks differ broadly throughout the business. For instance, Wisepops studies a mean popup conversion fee round 4.65% (and highlights greater efficiency for some segments), OptiMonk cites 11.09%, and Popupsmart studies 3.49%. The hole doesn’t imply one dataset is “incorrect” — it normally comes right down to methodology variations, like which popup sorts are included, how “conversion” is outlined, site visitors high quality, pattern dimension, and whether or not outliers are filtered.

Browse these real email popup examples to see what high-performing codecs appear like in follow.

Popup conversion charges by type element: 2025 benchmarks

When you’ve bought your “good conversion fee” baseline, the subsequent step is determining what to vary to enhance it. On this part, we’ll break down 2025 popup conversion fee benchmarks by particular person type parts — so you may see which design, concentrating on, and incentive decisions are most strongly related to greater signup charges.

Every subsection focuses on one variable at a time (format, visuals, timing, fields, gadget concentrating on, presents, triggers, and placement), with sensible takeaways you may apply with out overhauling your whole popup technique.

Multi-step vs. single-step popups

In 2025, multi-step popups transformed at 2.3%, outperforming single-step popups at 2.0%. That will not sound dramatic, however at scale, a 0.3-point raise can translate into hundreds of extra subscribers — with out growing site visitors or displaying your popup extra aggressively.

The possible driver is the “foot-in-the-door” impact: as soon as a customer makes a small, low-friction dedication (like clicking “Sure, present me the provide” or selecting a desire), they’re extra more likely to comply with via and submit their e mail. Multi-step flows additionally really feel much less intrusive as a result of step one doesn’t instantly ask for private info.

What to do: add a easy qualifying query earlier than the e-mail subject. For instance, ask what they’re purchasing for, decide a reduction kind, or choose a class — then reveal the signup in step two. If you would like a simple solution to construct and check these workflows, discover Omnisend’s popup builder and targeting options to create multi-step kinds with out customized growth.

Picture vs. no picture

Popups that included a picture transformed at 2.2% in 2025, in comparison with 2.1% for popups with no picture. In different phrases: visuals will help, however the raise is modest on common — extra like a small edge than a magic lever.

Why the bump? Pictures add instantaneous context and “sample break” worth. A transparent product shot, a way of life picture that matches the provide, or easy branded graphics could make the popup really feel extra intentional and fewer like an interruption. They will additionally reinforce belief cues (your model model, recognizable merchandise, a clear design), which can enhance how guests really feel in regards to the expertise — even when conversion raise is small.

It’s additionally value being sensible about huge claims you’ll see elsewhere. Some manufacturers report large enhancements from visuals (for instance, Sleeknote has cited triple-digit gains), however these outcomes usually rely upon what the picture changed, the viewers, and the general redesign. In our dataset, pictures helped — simply not dramatically.

How A/B testing impacts popup efficiency

In our 2025 dataset, popups that used A/B testing averaged a 2.0% conversion fee, whereas popups with no A/B testing averaged 2.1%. At first look, that appears backwards — shouldn’t testing enhance outcomes?

The bottom line is how mixture benchmarks work. A/B testing deliberately contains variants that gained’t win. If you run exams, you’re splitting site visitors between a number of variations (headline, provide, design, timing, fields), and at the very least a kind of variations will underperform. These “shedding” variants nonetheless depend within the dataset, which may pull down the general common for the group that exams — even when the ultimate end result is a stronger, optimized popup.

What to do: don’t deal with this benchmark as a motive to skip testing. The worth of A/B testing isn’t the common when you’re experimenting — it’s the power to establish the profitable mixture after which roll it out with confidence. If something, this result’s a reminder to check effectively (one variable at a time) and apply the winner shortly.

How lengthy do you have to delay popup show?

In 2025, timing made a transparent distinction in popup conversion charges — and the information factors to a sensible candy spot. Popups proven instantly (0–1 seconds) transformed at 1.9%, whereas giving guests a short second to settle improved efficiency. The perfect outcomes got here from a 6–10 second delay, which reached 2.4% on common.

Right here’s how conversion fee broke down by delay timing:

• 0–1 seconds: 1.9%
• 1–5 seconds: 2.3%
• 6–10 seconds: 2.4% ⭐(candy spot!)
• 11–15 seconds: 2.1%
• 16–30 seconds: 1.9%
• 31–60 seconds: 1.8%
• 60+ seconds: 1.9%

Why does 6–10 seconds work greatest? It’s lengthy sufficient for guests to orient themselves—affirm they’re on the best web site, scan a product or headline, and construct a little bit of intent. However after ~30 seconds, consideration tends to shift: they’ve both moved deeper into looking (and ignore interruptions) or they’re already on a path the place a generic popup feels irrelevant.

What to do: begin with a 6–10 second set off as your default. Keep away from instantaneous popups (decrease conversion and better annoyance danger), and don’t depend on lengthy delays past 30 seconds until the popup is extremely focused to what the customer is doing.

What number of signup fields do you have to use?

Area depend is without doubt one of the easiest levers to manage friction — and the 2025 benchmarks present a transparent cutoff level. Popups with one to a few fields carried out nearly the identical, whereas 4 or extra fields brought on a pointy drop in conversion fee.

Right here’s the breakdown:

• 1 subject: 2.1%
• 2 fields: 2.2%
• 3 fields: 2.1%
• 4 fields: 1.5%
• 5+ fields: 1.4%

The sensible perception: simplicity wins, however there’s flexibility. If you wish to seize each identify + e mail, you possible gained’t pay a significant conversion penalty — two fields really carried out barely greater than one on this dataset. Three fields additionally held regular. The steep decline begins at 4 fields, the place the expertise begins to really feel like “work” slightly than a fast signup.

What to do: preserve your popup to 1–3 fields at any time when attainable. For those who want extra knowledge (birthday, product preferences, dimension, pet kind, and so forth.), don’t cram it into the primary view. As a substitute, use a multi-step popup: acquire the e-mail first, then ask one further query in step two (or later through an e mail desire heart) to maintain conversion sturdy with out sacrificing segmentation.

System concentrating on: The place ought to your popup seem?

System concentrating on has a surprisingly massive affect on conversion. In 2025, popups proven on each desktop and cell transformed at 2.2%, and mobile-only popups additionally averaged 2.2%. However desktop-only popups lagged far behind at 1.4%.

That hole is a powerful sign: in case your popup technique ignores cell, you’re possible lacking the highest-intent slice of recent ecommerce site visitors. Cell buying habits are actually the default for a lot of classes, and guests anticipate quick, thumb-friendly experiences. A desktop-only type may also be an indication the popup isn’t correctly optimized for smaller screens — so it by no means will get proven the place it issues most.

What to do: don’t limit popups to desktop solely. Ensure your type is mobile-responsive, straightforward to shut, and doesn’t overwhelm the display. For sensible design patterns and mobile-specific do’s and don’ts, see our information to mobile-friendly popup design.

Do low cost presents enhance popup conversions?

Sure — reductions are one of many strongest drivers of upper popup conversion charges in our 2025 benchmarks. Popups with a reduction provide transformed at 2.4%, in comparison with 1.7% for popups with none low cost.

That distinction equals a 41% relative raise in conversion fee (2.4% vs. 1.7%). The reason being easy: popups work greatest when the “worth trade” feels apparent. Guests are being requested to share private info (their e mail), so a transparent profit — like 10% off, free delivery, a present with buy, or early entry — reduces hesitation and will increase signups.

What to do: when it suits your margins and model, lead with a tangible incentive. And if discounting isn’t an choice, nonetheless provide one thing of worth: a brief how-to information, a product finder quiz outcome, a back-in-stock alert, or unique drops. The bottom line is making the signup really feel like a right away win, not simply “subscribe for updates.”

Concentrating on particular pages with popups

In 2025, popups that used URL concentrating on transformed at 2.4%, in comparison with 2.0% for popups proven with out page-based concentrating on. That raise reinforces a constant rule of conversion: relevance beats attain.

When a popup matches the web page context — like displaying a first-order low cost on a product web page, a category-specific provide on a set web page, or a content material improve on a weblog submit — it feels useful slightly than random. Generic, sitewide popups can nonetheless work, however they usually converse to no person particularly. Focused popups also can align with intent: new guests, high-interest classes, or buyers who’re clearly looking a selected drawback or product kind.

What to do: construct completely different popups for various web page sorts and tailor the message to what the customer is viewing. If you would like inspiration for codecs and messaging angles, browse these website popup examples for ecommerce and adapt the patterns to your personal high-traffic pages.

Countdown timers: Urgency that converts?

In our 2025 benchmarks, popups with a countdown timer transformed at 1.9%, whereas popups and not using a countdown averaged 2.1%. That’s a small however significant drop — and it’s a helpful reminder that urgency isn’t universally persuasive.

A probable rationalization is belief. If the countdown feels synthetic (“Hurry, provide ends in 10 minutes!” each time you go to), some guests learn it as manipulative and disengage. Timers also can add visible noise, particularly on cell, making the popup more durable to scan shortly. This runs counter to some advertising claims that countdowns reliably increase conversions — however in mixture, we noticed the alternative.

What to do: don’t assume countdown timers are a free win. Check them rigorously and use them when the urgency is actual and simple to know — like flash gross sales, limited-quantity drops, or delivery cutoffs. For evergreen presents (like “10% off your first order”), a clear worth proposition and powerful relevance usually outperform a ticking clock.

Wheel of Fortune popups: Do they work?

Sure — and in our 2025 benchmarks, this was the most important conversion lever by far. Popups that used a Wheel of Fortune format transformed at 3.5%, in comparison with 2.0% for popups with out it. That’s almost a 2x uplift, making gamification the only highest-impact variable on this dataset.

Why does it work? Spin-to-win popups change the customer’s mindset from “I’m being requested for my e mail” to “I’m about to get a reward.” The interactive step additionally creates micro-commitment and curiosity: as soon as somebody begins the spin, they’re invested in seeing the outcome. Even when the prize is a typical low cost, the expertise feels extra enjoyable and customized, which reduces resistance and will increase completions.

There’s additionally a sensible benefit: the wheel naturally helps a number of reward tiers (for instance, 5%, 10%, free delivery, or a small present), which may make the provide really feel richer than a single flat low cost.

What to do: in case your precedence is quick listing progress, check a gamified popup as a main acquisition format. You possibly can launch this with out customized growth utilizing Omnisend’s Wheel of Fortune popup template and evaluate efficiency in opposition to your present signup type.

Choosing the proper popup set off on your targets

Set off alternative adjustments who sees your popup — and after they see it — so it’s not shocking that conversion charges differ by set off kind. In our 2025 benchmarks, “engagement-based” triggers typically outperformed exit intent:

• afterScrollDown: ~2.1%
• afterViewedPageCount: ~2.3%
• onExit: ~1.8%
• Different set off: ~2.9%

The sample right here is intuitive. Exit-intent popups usually perform as a “final resort” message that seems when guests are already leaving. Lots of these guests are disengaged, distracted, or in a rush — so fewer of them convert, even when the provide is robust. In contrast, scroll-based or page-count triggers are likely to catch guests throughout energetic looking, when curiosity is greater and the popup feels extra related to what they’re at the moment doing.

That stated, decrease e mail seize fee doesn’t imply exit intent is ineffective. Exit intent will be extremely worthwhile for cart restoration and abandonment prevention, the place the purpose isn’t simply e mail assortment — it’s saving income that might in any other case stroll away.

How you can use this: select triggers based mostly on intent. For listing progress, begin with scroll or page-view triggers. For restoration and last-chance presents, preserve exit intent in your toolkit — simply measure success past signup fee alone.

How placeholder placement impacts signups

Popup placement isn’t the most important conversion lever, however it nonetheless shapes how intrusive (or pure) the expertise feels. In our 2025 benchmarks, conversion charges diverse by place, with left-side placements typically performing higher than right-aligned or centered choices:

• bottomLeft: 1.9%
• middleCenter: 1.8%
• middleRight: 1.7%
• bottomRight: 1.8%
• topLeft: 2.1%
• topRight: 1.3%
• Different place: 2.2%

The principle takeaway: placement issues lower than content material and timing, however it could present a small edge. Left-side positions (particularly top-left) barely outperformed centered and right-aligned placements, which can be as a result of they really feel much less like a “arduous cease” and extra like a contextual immediate. In contrast, top-right carried out the worst on this dataset.

What to do: begin with a confirmed placement (like top-left or bottom-left) after which optimize across the greater drivers — provide, concentrating on, and set off timing.

12 months-over-year popup efficiency: 2024 vs. 2025

Evaluating 2024 to 2025 exhibits a transparent story: popups are getting used way more broadly, and so they’re accumulating extra emails total — however common conversion fee has softened barely as adoption accelerates.

Listed below are the year-over-year adjustments on this dataset:

• Whole shows: 803M → 1.24B (+54%)
• Whole emails collected: 18.3M → 26.4M (+44%)
• Common conversion fee: 2.3% → 2.1% (slight decline)

The expansion in show quantity is probably the most telling sign. A 54% soar means that extra retailers added popups in 2025, and/or extra shops elevated how usually they present them. On the identical time, e mail assortment rose 44%, which confirms that popups are nonetheless doing their main job: turning site visitors into subscribers at scale.

So why the conversion dip? One possible rationalization is maturity. When adoption surges, a bigger share of the dataset comes from newer implementations — kinds which may be operating with default settings, generic messaging, or minimal concentrating on. Mature packages have a tendency to enhance over time via segmentation, higher presents, smarter triggers, and iterative design adjustments. When extra “new” popups enter the combo, the general common can drop — even when prime performers proceed to enhance.

How you can enhance your e mail popup conversion fee

If 2025’s common popup conversion fee (2.1%) feels “effective however not nice,” the quickest path upward is to give attention to the levers that confirmed the most important, most constant lifts within the benchmarks. Listed below are priority-ranked actions you may apply so as—beginning with the highest-impact adjustments first.

1. Implement gamification (highest raise). Wheel of Fortune popups averaged 3.5% vs. 2.0% with out—about 75% greater conversion. The interplay turns “give me your e mail” into “win a reward,” which will increase engagement and completions.
2. Supply a reduction or clear incentive. Low cost popups transformed 2.4% vs. 1.7% with out an incentive (41% relative raise). If reductions aren’t an choice, use one other worth trade (free delivery, early entry, a helpful information, or a quiz outcome).
3. Time your popup for the 6–10 second candy spot. The perfect-performing delay window was 6–10 seconds (2.4%). Quick popups (0–1s) had been decrease (1.9%), and delays past 30 seconds additionally tended to underperform.
4. Use URL concentrating on to match context. URL-targeted popups reached 2.4% vs. 2.0% with out concentrating on. Tailor your provide and message to web page intent (product pages, collections, content material pages) as a substitute of counting on one generic popup in all places.
5. Restrict your type fields to 1–3. One to a few fields carried out equally (~2.1–2.2%), however conversion dropped arduous at 4 fields (1.5%) and 5+ (1.4%). Acquire solely what you actually want upfront.
6. Optimize for cell (otherwise you’ll depart conversions behind). Desktop-only popups averaged 1.4%, whereas mobile-only and desktop+cell each averaged 2.2%. Hold the design thumb-friendly, quick to learn, and simple to shut.
7. Contemplate multi-step kinds for greater completion. Multi-step popups outperformed single-step (2.3% vs. 2.0%). A easy first click on or desire choice will increase dedication and boosts signup completion.
8. Check earlier than assuming (use benchmarks as course, not future). Even when mixture knowledge seems counterintuitive (like A/B testers averaging barely decrease), testing remains to be how you discover winners on your viewers. Run clear experiments, change one variable at a time, and roll out the winner shortly.

For a deeper, step-by-step playbook that pairs technique with execution concepts, see our information to popup conversion best practices.

Methodology

This evaluation is predicated on anonymized efficiency knowledge from the Omnisend popup platform throughout the 2025 calendar 12 months, with year-over-year comparisons to 2024. The dataset contains 1.24 billion popup shows and the ensuing e mail signups captured via popup-type kinds.

To maintain benchmarks consultant and cut back distortion from edge circumstances, we excluded phishers, unhealthy actors, and check accounts, in addition to deleted or disabled kinds. We additionally utilized a minimal exercise threshold of 1,000 yearly views per type to keep away from small-sample noise, and eliminated excessive 50%+ conversion outliers that would skew averages.