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Last updated Mon May 13 2024

20+ Popup Statistics 2024 [Based on 1.1B Displays]

We're back with the new popup statistics report!

Last year, we analyzed 513 million of popup display 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:

Popup displays513.2 M1.13 B
Emails collected19.5 M45.3 M
Average CVR3.80%4.01%

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 study statistics

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.

average popup conversion rate

🏆 CR of the best performers
The top-performing 10% of popup campaigns averaged a CVR of 21.57%. That’s six times higher than the performance of the entire sample.

Amitai Sasson

"I know a lot of people are worried about popups and customer experience and I agree. But if you do popups right, then you can have them done tastefully, and you will reap the rewards."

Amitai Sasson, VP of ecommerce, Overstockart

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.

mobile and dekstop popup cr

🏆 CR of the best performers
The top-performing 10% of mobile and desktop popup campaigns averaged a CVR of 22.97% and 19.70%, respectively.

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%:

multistep popups vs one step popups

Learn more about multistep popups:

Guide to multistep popups with examples

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.

ab testing stats for popups

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%.

popup signup rate by number signup fields

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.

surfstich welcome popup example

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%.

popups with images vs without

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.

🏆 The top 10% campaigns
The 10% of top-performing Wisepops popup campaigns with images converted 25.46% of visitors on average.

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:

signup discount popup example without an image

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:

intelligensia popup

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 discounts stats

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.

conversions of popups with countdown timers

🏆 Performance of the top 10% of campaigns
The best-performing campaigns with countdowns converted 24.12% of visitors.

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.

popups CR vs spin to win popups

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.

Spin-to-win popup case study

Read how one wheel popup with a product giveaway became a major lead generation channel:
👉 Campaign breakdown: Faguo wheel popup

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.

popups with custom properties signup rate


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

💡 Note
Triggers are conditions under which popups appear (immediately on landing on a web page, on exit, on click, on reaching a certain part of a page, etc.). You can set a unique trigger for every campaign you make.

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.

popup conversion rate by display trigger

🏆 Top 10% campaignsCVR:

- On landing: 21.69%
- On exit: 19.63%
- On scroll: 21.07%
- On click: 53.45%
- On custom event: 41.42%

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%

popup placement on screen


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:

popup position alignment

Recently, Wisepops hosted our first-ever popup contest!

Seven campaigns, thousands of collected leads, and plenty of awesome ideas.

🏆 See the contest results

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.

popup display delay statistics

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

🏆 Top 10% campaignsCVR:

  • immediate display: 21.74%

  • Between one and five seconds: 20.78%

  • Between six and ten seconds: 16.92%

  • Between 11 and 15 seconds: 27.59%

  • Between 16 and 30 seconds: 18.49%

👉 Popup timing guide

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 signup rate by display delay in pageviews

🏆 Top 10% campaignsCVR:

  • immediate display: 20.47%

  • one page delay: 24.30%

  • two-page delay: 16.06%

  • three-page delay: 23.09%

  • four-page delay: 22.05%

  • five-page delay: 25.17%

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:

Pawel Lawrowski

Pawel is the Head of Growth at Wisepops and an expert in lead generation, popups, ecommerce, and onsite marketing.

With over a decade of experience in digital marketing and ecommerce, he has both build marketing teams from scratch and led strategic business growth projects.

Pawel has worked with countless online businesses on marketing strategies and is now sharing his knowledge. Previously, he was an head of growth at Tidio, where his responsibilities ranged from creating marketing materials to building acquisition channels.


West Pomeranian University of Technology


  • Marketing Strategy (course)

  • Advanced Growth Strategy (course)

  • Retention & Engagement (course)