What is a Popup? Everything You Need to Know

Barbara Bartucz
July 22, 2025
Conversion
6 min read

Popups: You’ve probably come across one while shopping online, a message box that suddenly appears on your screen. For some, popups might seem annoying or intrusive, disrupting the browsing experience.

But when done right, popups are far from a nuisance. They can be one of the most effective tools in your marketing toolkit for capturing leads, reducing cart abandonment, and boosting sales.

In this article, we’ll explore:

what popups really are
why they matter for your business
and how to use them the right way, so visitors engage instead of bouncing.

Let’s dive in!

What is a popup?

A popup is a small overlay or message box that appears on a website, usually to share a specific offer, prompt, or reminder.

Think of it like a friendly shop assistant who pops up right when you’re about to leave, saying, “Wait! Don’t miss this deal!”

Popups come in many shapes and styles, including:

Full-screen overlays
Slide-in side boxes
Lightbox popups
Spin-the-wheel games
Scratchcards
Countdown timers
And many more creative formats

No matter the style, the goal is the same: to encourage visitors to take action, whether it’s subscribing to a newsletter, claiming a discount, or finishing a purchase.

Let’s take a look at a few real-life examples to see them in action:

Popup vs. pop-up?

If you’re wondering, “is pop up hyphenated?” the answer is that both “pop-up” and “popup” are acceptable, though “popup” is increasingly preferred in modern usage.

This trend is driven by tech culture, which favors simplicity (and dropping hyphens).

So, whether you go for “popup” or “pop-up,” your readers will likely know what you mean!

What are the benefits of using popups?

If you’re wondering why website pop-ups are such a hit with marketers, the answer is simple: they work—and they work well.

Second chance to convert: Exit-intent popups can recover abandoning visitors with last-minute offers like discounts or free shipping.
Reduces distractions: Popups cut through on-page clutter, focusing attention on one clear action.
Speeds up list-building: Offer a discount or freebie, and visitors are more likely to share their contact info.
Drives lead generation: Popups convert traffic into leads by exchanging value for email or SMS opt-ins.
High ROI: Easy to set up, low cost, and highly effective—popups deliver strong results with minimal effort.

Types of popups

Popups aren’t one-size-fits-all. They come in a variety of styles, each tailored to specific goals, making them a versatile tool for any website popup strategy.

Whether you’re trying to prevent a visitor from leaving or encourage them to take action, there’s a type of popup for every situation.

Here are the most popular types:

1. Exit-intent popups

Exit intent popups are activated when a visitor’s cursor moves toward the exit button, indicating they’re about to leave. An exit intent popup gives you a final opportunity to re-engage them with an offer, reminder, or even a freebie.

Tip: Make your offer irresistible and low-friction. Try using copy like “Before you go…” or “Wait! Grab this before you leave” with a one-click incentive like a coupon reveal or downloadable guide.

Here is a video on three easy hacks to convert visitors with exit intent popups:

2. Welcome popups

First impressions matter. Welcome popups surface as soon as someone lands on your page, appearing suddenly to capture their attention.

Use a welcome popup to

greet visitors,
introduce your brand,
or offer an incentive to explore further, like a discount or a lead magnet.

Tip: Time the popup to appear after a few seconds or after the first scroll, not instantly. It feels less intrusive and performs better.

3. Email popups

Lead generation popups are essential for building your subscriber list. They encourage visitors to provide their email addresses in exchange for something valuable, such as a

special offer,
free resource,
or exclusive content.

By engaging users with these popups, you can effectively capture their interest and drive newsletter sign ups, motivating them to take action

Tip: Use curiosity-driven copy on the CTA button. Instead of “Subscribe,” try “Reveal My Discount” or “Send Me the Freebie.”

Wanna create high-converting email and SMS popups? Here is how to do it quickly:

4. SMS popups

SMS popups are the cousin of email popups. Instead of collecting email addresses, they capture phone numbers for text-based marketing campaigns. These popups work well for promotions and real-time notifications, such as flash sales

Tip: Use a two-step popup: first ask for an email (lower barrier), then follow up with the phone number. It increases conversion rates without scaring visitors away.

5. Survey popups

Want to know what’s on your visitors’ minds? Survey popups are perfect for gathering feedback. Use them to ask quick questions about the visitor’s experience, preferences, or product needs.

Tip: Keep it short, one question works best. Ask something relevant like: “What brought you here today?” or “What stopped you from shopping?”

6. Product recommendation popups

These popups take personalization to the next level. Based on the visitor’s browsing behavior or purchase history, they suggest products that match their interests.

Tip: Use dynamic content. “Since you liked [Product A], you might love these too…” feels personalized and relevant.

7. Gamification popups

Who doesn’t love a little fun? Gamification popups turn engagement into a game with elements like spin-the-wheel discounts or digital scratch-off cards. They’re interactive, exciting, and incredibly effective at driving conversions

Tip: Always show a “no empty hands” prize setup, make sure every spin or scratch reveals some kind of reward, even if it’s small.

Want to dive deeper into popup strategies? Check this out: Website popup best practices

The 3 principles behind high-converting popups

If you want popups that convert, there are three essential principles to keep in mind. Every popup should:

1. Fit within the context it appears

Timing and relevance are everything. A popup should feel like a natural part of the visitor’s experience, not a sudden interruption. This means aligning your message with the visitor’s behavior and where they are in their buying journey.

For example:

On product pages, a “10% off if you subscribe” popup works well.
On checkout pages, a free shipping offer can nudge visitors to complete their purchase.

This context-aware strategy ensures your popups feel helpful, not pushy, increasing the likelihood of conversion.

2. Contain a relevant message

A popup is only as effective as the message it delivers. Keep your copy laser-focused on what matters to the visitor at that moment. A generic “Subscribe to our newsletter!” isn’t likely to grab attention, but “Get exclusive deals straight to your inbox!” just might.

Relevance isn’t just about what you say—it’s about when you say it. Visitors browsing for winter coats aren’t interested in popups promoting summer sales. Show them content that matches their intent, and you’ll boost both engagement and conversions.

3. Be personalized for a defined segment of visitors

Not all visitors are the same, so your popups shouldn’t treat them as such. Personalization is the secret sauce of effective popups. Tailor your messages to specific groups, such as:

New visitors: Offer a welcome discount to encourage their first purchase.
Returning customers: Highlight loyalty rewards or personalized product recommendations.
Cart abandoners: Send a reminder with an incentive, like a discount or free shipping, to win them back.

When your popups speak directly to a visitor’s needs, they’ll feel seen and valued, which makes them far more likely to convert.

9 best practices to create effective pop-ups

Popups can either boost conversions or drive visitors away—it all comes down to execution. Here’s how to create popups that get them right:

1. Find the right timing

Timing is everything. Effective popups that appear too early can feel pushy, while those that show up too late risk missing the moment.

A pop-up that hits the second someone lands on your site is usually annoying. But a form that appears when someone scrolls halfway through a product page or looks like they’re about to leave? That’s much more natural and tends to convert way better. The context should feel like a nudge, not an interruption.

Phurba Sherpa Director of E-Commerce at Wrist Aficionado

Experiment with triggers, such as

appearing after a certain scroll percentage,
time spent on the page, or
specific actions like moving toward the exit button.

The key is to catch users when they’re most likely to engage. OptiMonk offers various triggering options to ensure your popup appears at the right moment.

Master the art of perfect popup timing: Explore timed strategies

2. Limit frequency

Nobody likes being bombarded with website popups. Keep things visitor-friendly by showing only one popup per session or limiting how often a specific visitor sees the same popup.

Less is often more if you want to avoid a negative user experience.

3. A motivating value proposition

For a popup to truly work, it has to offer something that matters to your audience.

That could be a:

A limited-time discount
Free shipping on their first order
A free downloadable guide or ebook
Early access to a special sale or product launch

Whatever the offer, it should feel valuable and relevant. That’s what grabs attention and attracts customers to engage.

Because here’s the truth: if your popup doesn’t clearly answer “What’s in it for me?”, potential customers will look at it as an unwanted pop-up.

4. Clear message and call-to-action

A concise message paired with a bold, clear call to action (CTA) is your formula for success.

Phrases like “Claim My Discount” or “Get Free Shipping” are much more effective than generic CTAs like “Submit” or “Sign Up.”

5. Handle objections and fears

Anticipate objections and address them upfront. If you’re asking for an email, reassure visitors about privacy—promise no spam or limited communication.

For online stores, adding testimonials, reviews, or guarantees directly on the popup can also reduce hesitation.

6. Increase FOMO (fear of missing out)

Urgency and scarcity are powerful motivators. Adding limited-time offers, low-stock notifications, or countdown timers can push users to act before they miss out.

For example, “Offer ends in 24 hours!” is much more effective than a generic discount.

7. Targeted messaging

A one-size-fits-all popup isn’t ideal. Tailor your messages to different segments of visitors—new users, returning customers, or cart abandoners.

For instance, a first-time visitor might appreciate a welcome discount, while a repeat customer could respond to a loyalty reward.

8. User-friendly design

Your main message should be on an eye-catching popup that stands out without being intrusive. Utilize clean, on-brand designs with legible text, ensuring the layout directs focus to the CTA.

A lightbox popup, for instance, can improve customer experience by appearing with a darkened background to capture attention.

Avoid overly cluttered or poorly designed popups, as they risk frustrating visitors and driving them away.

9. Easy close option

Never force interaction. Give users an easy and visible way to close the popup. Whether it’s a small “X” or a “No, thanks” button, respecting the visitor’s choice builds trust and reduces irritation.

How to launch your first pop-up window in just a few minutes?

Getting started with popups is easier than you think. With the right tools, you can have a high-converting popup live on your site in no time.

Here’s a quick step-by-step guide to get started with OptiMonk:

Step 1: Choose a template

Start by selecting a popup template that fits your goal.

Whether you’re…

building an email list,
preventing cart abandonment, or
promoting a special offer

…tools like OptiMonk offer plenty of ready-to-use designs tailored for different purposes.

Step 2: Customize your popup

Make it your own. Edit the text, call-to-action (CTA), colors, and images to align with your branding. Keep the message clear, visually appealing, and relevant to your audience.

You can also consider using sidebar popups as a non-intrusive way to engage users with announcements or promotions.

With drag-and-drop editors, customization is quick and intuitive.

Step 3: Set up triggering and targeting rules

Decide when, where, and how your popup will appear. Do you want it to trigger on exit-intent, after a few seconds, or when the user scrolls halfway down the page?

A pop-up form can be triggered based on user behavior, providing a targeted approach to capture attention.

You can also target specific audiences, such as new visitors, returning customers, or those on mobile devices.

Step 4: Launch

Once you’re happy with the design and settings, hit “Publish” to go live. From there, you can monitor performance and tweak it as needed for optimal results.

FAQ

Do popups work on mobile devices?

Yes, but they must be optimized. Mobile screens have limited space, so use smaller, non-intrusive designs like slide-ins or sticky bars. And make sure they comply with Google’s mobile usability guidelines to avoid SEO penalties.

How often should I show popups to the same visitor?

Showing popups too frequently can annoy users and lead to higher bounce rates. As a general rule, limit popups to once per session or set a frequency cap (e.g., once every 7 days per visitor). Smart popup tools like OptiMonk let you easily control these display rules.

Will popups hurt my SEO or user experience?

Not if used wisely. When timed and designed well, popups can improve user experience by delivering helpful, relevant messages within the browser window. Just avoid intrusive designs—Google may penalize full-screen mobile popups that block content.

Wrapping up

Popups are more than just attention-grabbing boxes—they’re powerful tools to engage visitors, boost conversions, and grow your lists.

By tailoring your popup strategy and following best practices, you can make them work for you without annoying your website visitors.

Ready to create your first popup? Give OptiMonk a try and see the impact it has on your site.

Your visitors—and your conversion rates—will thank you!

Migration has never been easier

We made switching a no-brainer with our free, white-glove onboarding service so you can get started in the blink of an eye.

What should you do next?

Thanks for reading till the end. Here are 4 ways we can help you grow your business:

Boost conversions with proven use cases

Explore our Use Case Library, filled with actionable personalization examples and step-by-step guides to unlock your website's full potential. Check out Use Case Library

Create a free OptiMonk account

Create a free OptiMonk account and easily get started with popups and conversion rate optimization. Get OptiMonk free

Get advice from a CRO expert

Schedule a personalized discovery call with one of our experts to explore how OptiMonk can help you grow your business. Book a demo

Join our weekly newsletter

Real CRO insights & marketing tips. No fluff. Straight to your inbox. Subscribe now

Share this article

Written by

Posted in
Conversion