Question · Email & retention
What is a good sign-up rate for an e-commerce email pop-up?
Answered by Nathan Frater ·
The short answer
I aim for around 7 to 8% on an email sign-up pop-up, and I treat anything under about 5% as pretty bad.
If you’re offering something like 10% off a first order, most visitors who are genuinely interested will take it. So a low rate is a signal worth chasing.
Start with the design. Ask for an email address only, and don’t add fields. The easiest gain I see is legibility. Pop-ups get so stylised that they’re hard to read on a phone, and that quietly kills sign-ups. Make the offer clear and the text easy to read.
Then run an aggressive testing plan. Test the offer, the timing and the design, and run mobile and desktop as separate tests.
Before you blame the form, look at the rest of the site. If the pop-up is weak and your site conversion rate is under 1% as well, the traffic itself probably isn’t qualified. Dig into where it’s coming from, which landing pages people arrive on and how long they stay.