We're back with the new, 2024 popup statistics report!

Last year, we analyzed 513 million of popup displays to bring you insights into how online businesses convert visitors.

This year, we've taken our study to the next level.

With a commitment to providing you with the most thoroughly researched report on website popups, we've analyzed over 1.1 billion popup displays to uncover deeper trends and strategies that can help you enhance their visitor-to-customer conversion rates:

Despite a much bigger sample, it's notable that the average conversion rate increased from 3.8% to 4.01% while the number of collected emails also more than doubled.

A higher conversion rate suggests that online businesses are making better onsite marketing campaigns that engage more visitors.

As always, we also differentiated the data from the top-performing 10% of the campaigns to show that using the best onsite marketing practices pays off.

Here’s a quick breakdown of the results:

Popup Statistics 2024

The average conversion rate of popups

On average, popups convert 4.01% of website visitors.

This marks a noticeable improvement from the average conversion rate in 2023, which stood at 3.8%. This increase signifies the growing effectiveness of well-designed popups in engaging website visitors and encouraging them to take action.

The conversion rate of mobile vs desktop popups

Popups created for mobile devices had a higher CVR than the desktop ones: 3.74% vs 4.27%. This result shows once again that many online shoppers prefer to browse ecommerce sites on mobile.

Adding an extra step to popups increases conversions by 43%

While one-step popups, the traditional format, typically convert about 3.18% of visitors on average, incorporating an additional step has been shown to significantly boost this rate to 4.55%:

A/B testing popups is a way to increase conversions by up to 57%

Experimenting with popup content and design can help achieve up to 57% CVR.

The number of fields in popups and their impact on CVR

Website popups with only one signup field had the highest CVR of 4.44%, followed by three fields with 3.98%.

In most cases, that single signup field included either an email or phone number signup form. Interestingly enough, popups with four fields also performed well, generating about 3.87% of conversions.

Let’s see what these popups look like.

This welcome popup campaign from SurfStitch has four fields: email, first name, phone number, and gender selector. This way, their team easily segments subscribers, which allows to personalize marketing offers based on the data visitors provided.

Popups with images have a higher CVR than those without

Popups with images converted 4.74% of visitors while the ones without images had a lower CVR of 2.55%.

So, using images in popups is an effective way to boost CVR. A good-looking image can reinforce popup copy, convey more information, and support your brand image.

Let me demonstrate how impactful images can be.

Here’s a popup without visuals—it’s simple and focuses on the marketing message but misses branding elements, which is very important for company recognition:

But images can help fix that—for example, look how Intelligentsia added a nice image to complements the overall website design and showcase the products:

Discount codes are the top-converting incentive in popups

Popups with discounts convert 3.82% of visitors on average. They remain the most effective signup incentive in popup campaigns.

Popups with a countdown vs. without a countdown

Adding a countdown to a popup increased the conversion rate by 41%: 5.61% vs 3.99%.

One reason why countdown popups work better is that they create a sense of urgency to get the best deals. This tactic is especially effective during limited-time sales, Black Friday marketing campaigns, and other quick offers.

CVR of spin-to-win popups is higher compared to traditional popups

Spin-to-win popups (also called wheel popups) convert up to 9.95% of website visitors on average.

Online businesses use spin popups for product giveaways and contests (and, more rarely, to build an email list). The spin-to-win popups work best for limited-time offers as the attractiveness of the deal diminishes if it stays on a website for a long time.

Targeting with custom properties such as shopping cart value improves conversions by 49%

Popups that use custom properties to target specific groups of visitors or customers convert 49% better than those without.

Note:

With custom properties, you can target visitors based on criteria you define—such as a specific country, customers who made a purchase more than three days ago, or visitors who have added at least one item to their shopping cart.

Learn more about how to set up custom properties in popups

Popups that appear on click convert best compared to other display rules

The average conversion rate for:

• On-landing popups: 4.37%

• On-exit popups: 1.96%

• On-scroll popups: 2.46%

• On-click popups: 22.65%

• On custom event popups: 11.46%

So, popups that appear on click convert much better than other types. Explanation: in most cases, people click on buttons because they’re likely to be interested in the offer.

Popups added to the “center right” position generated the highest CVR

The center right position converted 6.40% of visitors—the highest percentage of all options. The “top left” position had second highest CVR of 5.07%

Note:

If you’re using Wisepops (or another top popup software), you can choose a screen position for your campaigns.

For example, here are the "center right" settings:

The best time to show popups is between five and 15 seconds

Surprisingly, campaigns displayed between zero and five seconds performed exceptionally well, even though such short time is not quite ideal for the visitor experience. The safer option, which also performed well, was the time between 11 and 15 seconds.

Note: Most best-performing campaigns shared between zero and ten seconds were welcome popups with offers to convert first-time visitors.

Delaying the appearance of popups by one page produces the most conversions

Popups that appear on the second page a visitor views generated the highest CVR of 11.52%.

The second highest conversion rate belongs to a four-page delay (7.05%):

Popup statistics: summary

Website popups often get a bad rap because of their impact on the website experience.

But the truth is:

If you take into account all the best practices for implementing popups, they can easily become your main cost-effective source of quality leads.

Hope these popup statistics have also helped you to understand how to convert website visitors with popups. Each business is unique, but trying these best practices should be a great start.

If you’d like to learn more about popups, let me suggest these guides from our blog:

• How to add a popup to a Shopify store

• Best practices for website popups

• Must-have marketing campaigns [Expert roundup]