The Problem with How Most Brands Use Popups
Almost every ecommerce brand treats popup forms as simple lead capture tools. You offer a 10% or $20 discount, ask for an email address, and send the subscriber on their way. Once that person opts in, the popup never speaks to them again.
That is a mistake.
A massive chunk of your list signs up, receives your welcome series, and gets distracted before buying. They still browse your store over the coming days, but their discount code is buried inside an unread email. If you want to lift onsite conversions, you need forms that turn existing subscribers into first-time buyers.
Designing a Form with No Input Fields
The form we build for this strategy has no email field, no phone field, and no submit button for data collection. You already have their details, so asking again is pointless and annoying.
Instead, the form acts as a reminder. It simply re-states the introductory offer, displays the discount code (for instance, $20 off your first order), and features a single action button.
- Clear headline: Remind them that their welcome offer is still waiting.
- One-click activation: Set the primary button action to 'Go to URL' and include your store link with the auto-applied discount parameter.
- Compliant legal copy: Always include your terms at the bottom, such as single-use restrictions or order minimums.
When the shopper clicks the button, the form closes and the discount code is automatically attached to their checkout session. They never have to leave your site, search their inbox, or copy and paste a string of text.
Format Matters: Why You Should Use Flyouts
When you capture cold traffic, a centre popup makes sense because you need their attention before they leave. Here, aggressive tactics will only irritate someone who already trusts you enough to subscribe.
In my books, a flyout format is the right choice for this message. It slides smoothly out from the bottom corner of the screen without blocking the products they are actively browsing.
You should also build two dedicated versions inside Klaviyo: one tailored for desktop screens and one clean version configured solely for mobile devices. Never rely on responsive auto-resizing when you can control the layout precisely.
Timing and Display Behavior
Showing this reminder the second a returning visitor lands on your homepage feels spammy. You need to give them time to explore your catalogue first.
Inside your Klaviyo form behavior settings, apply these rules:
- Display timing: Show based on rules after a 15-second delay on the page.
- Dismissal frequency: If a visitor closes the form, do not show it again for at least 7 days.
- Device targeting: Set your desktop form to desktop only, and your mobile form to mobile only.
This timing ensures you only prompt shoppers who are actively engaged during their session, rather than hitting casual visitors who bounce immediately.
Building the Exact Klaviyo Target Segment
You cannot show this popup to everyone. Showing a discount reminder to cold visitors makes no sense, and showing it to past customers burns margin on people who would pay full price.
You need a targeted Klaviyo segment using three exact conditions:
- Condition 1: Someone is subscribed to email marketing.
- Condition 2: Has subscribed to a list zero times in the last 3 days.
- Condition 3: Has placed order zero times over all time.
The 3-day buffer is crucial. It gives your automated welcome series room to do its job without interrupting the customer the minute after they join. If 72 hours pass and they still have not bought, this form steps in to assist.
Why First Orders Dictate Ecommerce Profitability
Some founders hesitate to keep pushing discounts to returning traffic. The reality is that the first order is rarely where your real profit comes from.
Across more than 200 client accounts we have managed, second and third purchases consistently carry significantly higher average order values. You sacrifice a small slice of margin on purchase number one to acquire a customer who stays for repeat orders down the track.
Make the initial conversion as frictionless as possible. Once they experience your product and unboxing, the automated retention flows take over.
Final Thoughts
Popups are not just for growing list size. When you target non-purchasing subscribers with a 15-second flyout and an auto-applied code, you eliminate the friction between browsing and buying. It is one of the easiest conversion rate optimisations you can implement in Klaviyo this week.
If you want high-converting popups and targeted capture forms built for your store, explore our Sign-Up Forms service.
