If you’re serious about driving conversions, pop-up forms are a must-have on your website. However, many businesses overlook the importance of setting these forms up correctly. Design and messaging matter, but what truly makes or breaks a pop-up is its timing and trigger settings. When executed well, a pop-up can collect valuable customer data without disrupting the user experience. Here’s a step-by-step guide based on millions of impressions and emails collected monthly, showing you exactly how to set up a pop-up form for optimal results.

The Platform & Basics: Choosing Your Tool and Collecting Key Data

For this example, we’re using Klaviyo for email pop-ups, though the principles apply across any pop-up form provider. The goal is to keep the form simple and efficient. Avoid cluttering with unnecessary fields; focus on collecting the essentials—email and SMS. Later, you can use profile enrichment features to gather additional details like style preferences or demographics.

Setting Up the Right Trigger Points

By default, most pop-ups are set to trigger immediately, but this approach can be intrusive. Instead, set up triggers that feel natural to the user journey:

1. 25% Page Scroll: The pop-up appears when the visitor scrolls through 25% of the page. This indicates engagement, suggesting the user is more likely to respond to the form.
2. 10-Second Delay: Trigger the pop-up after the visitor has been on the page for 10 seconds. This allows them a moment to absorb content before prompting for interaction.
3. Exit Intent: When the user shows intent to leave the site, the pop-up triggers. This strategy is great for desktop but can be less reliable on mobile since it’s harder to detect exit behavior.
4. 33% Scroll: Similar to the 25% scroll but deeper, for visitors who are more invested in exploring the page content.

Running A/B Tests for Maximum Impact

Always run A/B tests on your pop-ups to determine which trigger performs best. Set up tests across these variations—scroll percentage, time delay, and exit intent—and let the test run for at least 30 days. This way, you’ll gather enough data to make informed decisions and avoid relying on assumptions about what works best for your audience.

Fine-Tuning for Efficiency

Efficiency is key. Your pop-up should be unobtrusive but visible, allowing visitors to interact smoothly. Test variations in imagery, copy, and triggers over time, refining until you find the combination that consistently delivers results.

Final Thoughts

Pop-up forms are powerful, but the real value lies in the details. Correct timing and trigger settings, combined with efficient A/B testing, can turn a simple form into a high-converting tool. Give it a shot, run it for 30 days, and watch the data roll in—your business will thank you for it!

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