A well-optimised sign-up form is one of the most effective ways to grow a high-intent email and SMS list. But getting it right requires striking a balance between visibility and user experience - if a pop-up is too intrusive or poorly timed, it disrupts the browsing journey. If it’s too subtle, you risk low sign-up rates.
We've previously covered are welcome discounts worth it?, a key consideration when using Klaviyo pop-ups. But beyond the offer itself, how and when sign-up forms appear - especially for one-time purchase brands - can have a huge impact on performance.
1. Matching sign-up strategy to business model
For one-time purchase brands (or brands that aren’t subscription-first), the goal is typically activating new customers rather than securing recurring revenue. This means:
- Pop-ups should appear at the right moment (e.g., after a user has shown interest, not immediately).
- Discount structures should encourage a first purchase but avoid unnecessary margin erosion.
- Sign-ups should integrate with loyalty programmes where relevant, rather than just offering a one-time discount.
Different brands take different approaches - some prioritise seamless design integration, while others use high-impact pop-ups with strong incentives.
2. How different brands approach Klaviyo pop-ups
Each brand has unique priorities when designing pop-ups. Below are some real examples of how our clients have structured theirs:
Origin Coffee
Subtle & recessive design
- Approach: More recessive, in keeping with the brand’s clean aesthetic.
- Incentive: A small but clear discount, with additional perks available via their Loyalty Lion scheme.
- Why it works: This approach prioritises long-term brand engagement over an aggressive one-time discount.
Freja
Straight to the point
- Approach: Simple, no-fuss pop-up triggered after a set time on the page.
- Incentive: 20% off first order, applied to single purchases only (not subscriptions).
- Why it works: This is a classic customer activation offer, targeting those who need a small push to convert.
Eleat
High-impact, full-screen hook
- Approach: Full-screen pop-up - more intrusive but visually well-executed.
- Incentive: A strong hook (£10 off) with a £50 minimum spend, ensuring AOV remains healthy.
- Why it works: While full-screen pop-ups can be disruptive, this one is visually engaging. The new customer conditions are clarified in the follow-up email, ensuring transparency.
Mother Root
Clean and aesthetic-led
- Approach: Clean, neatly styled pop-up that aligns with the brand’s refined aesthetic.
- Incentive: A simple, easy-to-understand discount.
- Why it works: Like Origin Coffee, this approach avoids feeling overly salesy while still incentivising sign-ups.
These examples show that pop-ups don’t need to be aggressive to convert - when well-timed and aligned with a brand’s aesthetic, they can be both effective and seamless.
3. Best practices for timing and placement
How, when, and where you display sign-up forms can dramatically impact conversion rates. A poorly timed pop-up can frustrate users, while a well-placed form at the right moment can encourage seamless engagement. The key is to ensure sign-up prompts enhance, rather than interrupt, the user experience.
Different formats work for different goals, whether it's capturing first-time visitors, re-engaging returning users, or offering incentives at checkout. Here’s how to approach each type:
Pop-ups (most common) – but timing matters
Pop-ups work best when they don’t appear too early or too late.
✔ Typical trigger: 5-10 seconds after landing on the site or when exit intent is detected.
✔ Other behavioural triggers:
- Returning visitors who haven’t signed up yet (avoid repeat pop-ups for existing subscribers).
- Users scrolling past 50% of a page (shows engagement before prompting a sign-up).
- Time-based triggers (e.g., after 30+ seconds on the site).
💡 Avoid pop-ups on FAQ, account, or help pages - users in these sections are looking for information, and pop-ups disrupt the experience.
Slide-ins - A less intrusive alternative
✔ Good for softer opt-in approaches where pop-ups feel too aggressive.
✔ Shouldn’t interfere with navigation or key CTA buttons (a common issue we see).
✔ Fix: Developers can use z-index layering to prevent pop-ups from covering essential elements.
Embedded forms - Best for passive sign-ups
✔ Great for footer, product pages, or blog content where users might naturally engage.
✔ Works well for brands that want a more organic, less interruptive approach.
Checkout Opt-In - Ideal for capturing SMS
✔ Particularly effective for subscription brands.
✔ Works well for capturing SMS opt-ins at the point of purchase rather than during browsing.