The Pop-Up Fix That Doubled Orders
Sometimes the biggest wins don’t come from massive overhauls they come from small, intentional tweaks. In Episode 10 of The Scalability School Podcast, Andrew Foxwell, Zach Stuck, Brad Ploch, and guest expert Ryan Doney unpacked how a single change to a website pop-up not only increased email opt-ins but also doubled orders. The lesson? Conversion rate optimization (CRO) isn’t always about big redesigns it’s about clarity, timing, and reducing friction.
One of the most overlooked opportunities for brands is the humble pop-up. Too often, brands treat it as an afterthought slapping on a generic discount offer without much testing. But as Ryan explained, optimizing your pop-up can have a dramatic downstream effect on both list growth and sales. By reworking the timing, messaging, and structure of a pop-up, this brand saw more users opt into the list and crucially, more of them actually convert into paying customers.
The insight here is simple but powerful: every small point of friction matters. If your pop-up feels intrusive, loads at the wrong time, or asks for too much information, you’re losing potential buyers. Conversely, if it clearly communicates value, appears at the right moment, and feels effortless to complete, you’re creating a seamless bridge from interest to purchase.
Tips and Recommendations
Test timing strategically. Instead of showing a pop-up immediately, experiment with delay triggers (like 10–15 seconds on page or exit intent).
Keep messaging clear. Your pop-up should answer: What do I get? Why should I care? How do I redeem it?
Limit the fields. The fewer form fields you require, the higher your opt-in rate will be. Start with email only, then consider SMS as a second step.
Match the offer to intent. A first-time visitor might respond to a discount, while a returning visitor may prefer exclusive content or bundle deals.
Do’s and Don’ts of Pop-Up CRO
Do’s
Do test different versions of your headline and CTA to find the highest performer.
Do make sure your mobile pop-up is seamless tiny “x” buttons and clunky layouts are conversion killers.
Do connect your pop-up to your backend flows so every opt-in gets nurtured with timely, relevant emails or SMS.
Don’ts
Don’t overwhelm users with multiple pop-ups, banners, and chat boxes competing for attention.
Don’t make discounts your only value exchange—test education, exclusivity, or free shipping as alternative hooks.
Don’t set it and forget it—review performance data regularly and optimize accordingly.
Key Takeaways
Small changes to on-site experiences, like pop-ups, can drive outsized revenue gains.
CRO success comes from reducing friction and increasing clarity at every step of the journey.
Testing one element at a time (timing, messaging, offer) is the fastest way to see what really works.
Pop-ups aren’t just for emails—they’re revenue tools when integrated with strong backend flows.
3 Things to Try This Week
Audit your current pop-up: Is the offer compelling? Is the timing right? Is it easy to complete on mobile?
Run a simple A/B test: Try one new variation of your headline or CTA and track opt-in and order rates.
Check your backend: Make sure every new subscriber is entering an automated email/SMS flow that nudges them toward a purchase.