man holding picture of angry board

To Popup or Not To Popup? That's The Question

This info applies to all types of websites and not just eCommerce ones.

When's the best time to show a popup to your clients (if ever)?

First of all, we all hate pops. There's no getting around that fact. However, when introduced correctly they work really well and for most websites these days, it's a must!

The idea that your potential client will love your content so much, that they will tweet it, Facebook/Instagram share it and leave a lovely comment commending you on your fantastic work is a little deluded and not that realistic.

So what works?

The answer is, they all work depending on your niche and the type of industry you are in.

Here's what I found works:

The Content Upgrade - This bad boy is the best-converting popup we have tested without pis*ing off potential clients.

Ok, how does it work?

backlinko content upgrade

As you can see from the image above, Brian Dean aka Backlinko is using this technique.

If you like the content he has written, you can download additional resources (in this case a step by step checklist) by clicking on the "Download" hyperlink.

Whatever type of content you are showing on your page, you link out to an additional resource (a brilliant piece that you have created ) within the text of your description/article. A hyperlink linked to a popup asking for their email.

backlinko content upgrade popup

As you can see from the image above. As soon as you click the "Download" link you receive a popup asking for your email address.

Can you see how this works?

Instead of receiving an annoying popup as soon as you land on a page or when you leave, you are in full control of when you see this popup. Additionally, the content is totally relevant to the content you are reading.

There are various different apps that can help you do this.

If your store is based on Shopify, then I would recommend using a combination of Privy and Klaviyo Shopify apps.

My advice > Do this on an article or resource page (this could even be a PDF of the same article)

Note: For eCommerce - DO NOT do this on a product page.


Photo by Andre Hunter

guy placing an order online

Understanding The Customer Journey is Key For eCommerce Stores No Matter What The Size or Niche

Understanding the customer journey is 🔑 for eCommerce stores no matter what the size or niche.


Customer eCommerce JourneyDiscovery >> Research >> Ordering >> Delivery >> After-Sales


Now, each of the elements above is important, but where so many people go wrong is focusing on the "ordering" section instead of giving each one the same level of importance.

No matter where your client is on their journey, there needs to be a positive call to action at every step.

Discovery & Research

The goal here right off the bat is to collect email addresses (we've heard that a thousand times, right?).

We all know that conversion rates totally suck in our industry.

If you are getting above 1.5%, my hat goes off to you. However, in reality, the vast majority of eCommerce stores have conversion rates around this sort of level.

You may think that they will absolutely love your store. The truth is, the research stage is about them visiting multiple websites and at some point, they all merge into one.


Equally, this is an important part of the funnel. The previous steps allowed us to further educate the client, this step allows you to confirm and update them on delivery and further support.

This part will cut down customer service queries when communicated to properly!

Most eCommerce stop communicating with their client as soon as the item is delivered (crossing their fingers and toes that there won't be any issues). But, this is totally the wrong way to think about it.

The more touchpoints you have with your clients the better. In essence, you want them to remember you and your brand, recommend you to others and share your content on social media.

Delivery & Aftersales

This section allows another touchpoint with the client to ask for feedback, referrals and testimonials.

I touched on this previously, but I can't specify this enough. The journey between you and your client has just begun. Good things will happen if you just make the effort to stay in touch.


Treat all parts of the funnel EQUALLY!

The best eCommerce platform to help you with this is Klaviyo email software. This is a specialist email marketing software that will help you optimise your sales funnel at every level.

That would be my recommendation. However, no matter which email software you finally opt for, just ensure have one in place.


Image Credit: Austin Distel@austindistel