Popup Timing: How to Get It Right for Maximum Opt-in Rates

Nikolett Lorincz
October 31, 2025
Conversion
6 min read

Finding the right moment is the key to effective popups.

Even if you have a great popup design and target the right audience, showing it at the wrong time can make it completely ineffective. In other words, your chance to drive conversions from your potential customers drops to zero.

In this article, we’ll cover:

What popup timing is
The best popup timing strategies
Common mistakes to avoid

Let’s get right into it!

Key takeaways

Match timing to intent. Delay email popups for new visitors, show faster for returning visitors, and use exit intent for abandoners.
Use data, not guesses. Set timers slightly earlier than the average time on page for each key URL.
Trigger popups by behavior. Combine time on page with scroll depth, pages viewed, and current page type for relevance.
Teasers reduce friction. Show a small teaser early, then reveal the full popup on click or a later trigger.
Exit intent can lift revenue. In the EDGE case study, exit intent beat a 5-second welcome popup in revenue, orders, and AOV.

What is popup timing?

Popup timing refers to the exact moment a popup appears on your website, determined by factors like time on page, scroll depth, user behavior, or exit intent.

Getting the timing right ensures your message appears when visitors are most receptive after they’ve engaged but before they leave.

Well-timed popups can reach more conversions, lower bounce rates, and create a smoother, more personalized browsing experience.

Why is popup timing crucial?

Popups can be incredibly effective, but only when they appear at the right moment. Poor timing can quickly turn a helpful message into an interruption.

Here’s why popup timing matters:

Popups shown too early can disrupt the browsing experience. Visitors who see a message right after landing often feel annoyed and may leave before exploring your site. Using a proper time delay before showing popups helps avoid this issue and improves user experience.
Popups shown too late miss the opportunity to engage users who were ready to convert but exited before seeing your offer.
Mistimed messages can feel irrelevant or intrusive, reducing trust and hurting your conversion rate.
Well-timed popups appear after visitors have engaged with your content, making them more likely to respond positively.

Finding the right balance requires understanding your audience’s behavior, when they engage, when they hesitate, and when they’re ready to act.

Once you align your timing with those signals, your popups will feel helpful, not disruptive.

How to find the best time to display popups?

There’s no single “right” popup timing strategy, it depends on your campaign’s goal and audience. In this section, we’ll explore key factors and quick tips to help you find the perfect timing for your popups.

1. Match timing to visitor intent

First things first, you should be focusing on your visitor’s intent. Here is a bit of a snippet on how you can quickly match your pop-ups to visitors’ intent.

Visitor type	Visitor type	Example
New visitor	20–30s delay or 50% scroll	Welcome discount popup
Returning visitor	5–10s delay	“Welcome back” product popup
Cart abandoner	Exit intent	Discount or reminder popup

2. Consider your goal

The two most important questions when it comes to popup timing are:

What’s the goal of your popup?
Who are you targeting with your popup?

For example, you might want to create an email popup for first-time visitors. In this case, your goal is to get new website visitors to sign up for your email marketing list.

What’s the best way to accomplish this? By giving those brand-new visitors some time to get to know your brand before showing your popup campaign.

After all, people usually won’t subscribe to the list of a website they have no interest in (or know nothing about). Let them look around and get their bearings, and you’ll have a much better chance of making a successful conversion.

So how long do you give them?

It could be 20 seconds, 30 seconds, or even a minute, depending on your site and content.

If you want to launch an email popup, here are a few templates that will grab your visitor’s attention:

Ultimately, you need to consider where your visitors are in the customer journey. This will allow you to understand the different relationships that various segments of visitors have towards your website.

How does this approach work if you’re targeting a different audience?

Let’s take returning visitors, for instance. They already have a relationship with your website. Perhaps they have already spent time browsing your products. In this case, your goal is to convince them to take the leap and make a purchase this time.

To do that, you could use a welcome-back popup to help them find the products they’ve previously viewed.

With this type of popup, you don’t need to wait before displaying it. In fact, since welcome-back popups can help visitors quickly navigate to the products they were already interested in, they’re genuinely helpful, which means you can set them to appear just a few seconds after the visitor landed.

Let’s take one final example.

If your goal is to save cart abandoners, then you should have a different popup timing approach and use an exit-intent technology. An exit-intent popup senses when a visitor is about to abandon your page, and shows up at that precise moment!

Exit-intent popups can dramatically increase conversion rates and decrease bounce rates as they are displayed at just the right time to capture attention.

Check out this article to learn more about popup types for different segments of visitors.

Now that we’ve discussed how your audience and goal affect the popup timing, let’s look at some other important factors!

3. Analyze average time on page

To decide on the number of seconds you should wait before displaying popups, you need to be aware of which pages your visitors browse and how much time they spend on each specific page.

You can use Google Analytics to find the average time on each important page:

You should display your popup slightly earlier than the average time visitors spend on specific pages. That means that you’ll show them your popup after they’ve digested the information on your page, but just before they’re thinking about leaving.

For example, if you want to run email capture forms on your landing page and visitors tend to spend 35 seconds there, you can set your popup timers to about 25 or 30 seconds.

4. Use other criteria

Time spent on a page isn’t the only criteria you can use to trigger your popups. There are other ways to measure user engagement that are just as important.

Let’s see a few options that can help to perfect popup timing.

The number of visited pages: This metric helps determine how engaged a website visitor is. If they only visit one page on your website before exiting, they’re probably not interested in your store.

But, if they’ve visited three different pages after arriving, they’re more likely to be receptive to messages or even ready to make a purchase.

Scrolling: The more a visitor scrolls down on your site, the more interested they are in your content. Using a page scroll trigger allows you to display a popup after a visitor has scrolled down a certain percentage of a page.

For example, if a website visitor is reading one of your articles and they reach the bottom of the article, they probably enjoyed it and want to read more. You could trigger a content upgrade message to appear when they reach the bottom of that page.

Current page/URL: This can also help you determine how engaged your visitors are. If they’re browsing your blog, they’re probably not yet product aware and need more time to get to know your products. Therefore, it’s not the right time to push them to buy with a discount code popup, but a content upgrade popup could be very successful.

On the other hand, if a visitor is browsing your product pages or they’re already on your cart page, they’re ready to buy from you and they might only need one push to finish the purchase. That’s the time to offer special discounts or limited-time freebies!

5. Use teasers

If you’re worried that showing popups will take customer attention away from important content no matter when you show them, you could give teasers a try.

Teasers are small, unintrusive messages that appear in the bottom corner of your page. A teaser gives users a sneak peek of your popup by highlighting its main takeaway (for example, “Grab Your 10% Discount Code”).

The full popup appears after the visitor clicks on the teaser or as a result of another trigger (like spending 30 seconds on the site or on exit intent), helping you maximize engagement.

Since teasers don’t disrupt the visitor’s browsing experience, you don’t need to wait very long to display them.

You can read more about teasers here.

How to test and optimize website popup timing

Popup timing can make or break your conversion rates. Show it too early, and you risk annoying users. Wait too long, and they might bounce before they see it. That’s why A/B testing is your best friend.

Try different trigger times like showing a well timed popup after 10 seconds vs. on exit intent and see which one drives better results.

Track core metrics such as:

Conversion rate – how many visitors take action
Bounce rate – how many leave without engaging
Average order value (AOV) – how much each order is worth

Remember, visitor intent matters. New users often need more browsing time before opting in, while returning visitors tend to convert faster.

Tailor your popup triggers to match each segment’s behavior for maximum impact.

If you’re using OptiMonk, testing timing is super easy. Just log in, head to your campaign, and click on the A/B Test Center.

Add a new variant, tweak the timing settings, and activate the test.

Once a version reaches 50 impressions and shows a 90%+ confidence score, OptiMonk will automatically pick a winner.

Case study: How EDGE® optimized popup timing and increased revenue

Now that we’ve covered the key principles of popup timing, let’s look at a real-world example of how optimizing popup triggers can lead to better results.

EDGE®, a fitness brand specializing in grip-enhancing spray for shoe soles, conducted an A/B test to determine the best popup timing strategy.

They compared two popup timing approaches:

Welcome popup: Displayed 5 seconds after visitors landed on the site.
Exit-intent popup: Triggered when visitors showed intent to leave the site.

Both popups offered the same design and incentive, aiming to build both email and SMS subscriber lists. The only variable was the timing of their appearance.

Results of the A/B test:

Revenue increase: The exit-intent popup led to a 7.84% increase in revenue compared to the 5-second welcome popup.
Order growth: There was a 4.24% rise in the number of orders with the exit-intent popup.
Average order value (AOV): The exit-intent popup achieved a 3.26% boost in AOV.

Interestingly, while subscription rates remained similar between the two popups, the exit-intent strategy significantly impacted purchasing behavior.

This suggests that timing popups to appear just as visitors are about to leave can effectively re-engage them, leading to higher conversions and revenue.

This case underscores the importance of strategic popup timing. By aligning popup triggers with user behavior, businesses can enhance user experience and drive better results.

Common mistakes to avoid with your popup strategy

Popups can work wonders: but only if you avoid the usual missteps.

Here are some common mistakes that can hurt your user experience (and your conversions):

Showing popups immediately on page load: Nothing turns visitors away faster than a popup that appears before they have a chance to get engaged with your content. Allow visitors engaged with your site for a few seconds before displaying a popup to ensure a better experience.
Using the same timer for every visitor: Not all users are alike. New visitors, returning customers, and cart abandoners all behave differently, so your popup timing should reflect that.
Ignoring page type or visitor intent: A blog reader and a product page browser have different goals. Tailor your popup strategy based on where users are and what they’re likely to do next.

Avoiding these mistakes helps your popups feel like helpful nudges, not annoying interruptions.

FAQ

What is the best time to show a popup?

There is no single best time. Use your goal and audience to guide timing. For first-time visitors, wait long enough for them to understand your offer before you create popups. For returning visitors, show helpful popups sooner. For abandoners, use exit intent to capture them as they leave.

How do I set popup timing using analytics?

Check the average time on page for your key URLs in Google Analytics. Set your popup to appear slightly earlier than that average. For example, if visitors spend 35 seconds on a landing page, trigger at 25 to 30 seconds so they see the offer after reading, but before leaving.

What triggers work besides time on page?

Use scroll depth to show scroll triggered popups after meaningful engagement, pages viewed to qualify intent, and current page or URL to align the offer with context. For example, show content upgrades on blog posts, and discounts on product and cart pages.

Wrapping up

Ecommerce store popups are incredibly effective in many different use cases. The tricky thing about using them is getting the popup timing and popup display right. Following the quick tips and best practices above will get you most of the way there!

Once your popup forms are up and rolling, you’ll enjoy a steady stream of new leads to send to your email marketing platform.

If you don’t have an OptiMonk account yet, create one today and get started on your first popup!

Learn more

If you’d like to do a little more research about popups, check out these articles:

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