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is the average conversion rate for website visitors presented with pop-up advertisements
(Wisepops, 2025)
is the average conversion rate achieved by the top 10% of high-performing pop-up campaigns
(Wisepops, 2025)
is the average conversion rate for cart abandonment popups.
(OptinMonk, 2025)
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A popup form is a signup form that appears over your website content to collect email addresses or other contact details. Common types include timed, scroll-triggered, exit-intent, and click-triggered popups. Most brands pair one well-timed popup with an embedded form for steady list growth.
A popup should appear after a visitor shows interest — not the instant the page loads. A short time delay, a scroll-depth trigger, or an exit-intent trigger gives people time to see your content first, which is why those setups typically outperform immediate popups. Test one trigger at a time and cap the frequency.
A popup appears over the page based on triggers you set, while an embedded form sits inside the page layout, such as a footer or sidebar. Popups are harder to miss, so many sites run both. See how embedded and popup forms compare to choose your mix.
Website popups convert 4.65% of visitors on average, and the top 10% of campaigns reach 19.77% (Wisepops, 2025). Results depend on your offer, trigger, and targeting — track each form's views, signups, and conversion rate in Sender's form analytics and performance stats and A/B test one element at a time.