Our latest 2025 popup statistics report is here!

As we do every year, we analyzed popup displays across all Wisepops popup builder users who run a popup campaign with a signup field to bring you actionable insights into how online businesses convert visitors.

Online businesses are getting better at using targeting to make campaigns that are more personalized and relevant, as we see a higher average conversion rate (CVR) this year compared to 2024.

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

Here’s a breakdown of the results:

Popup Statistics 2025

The average conversion rate of popups is 4.65% 

On average, popups convert 4.65% of website visitors.

This is a step up from the 2024 average conversion rate of 4.01%. This result proves that website popups are still a highly effective CRO tool for online businesses that can boost growth.

Mobile-only popup campaigns drive 38% more conversions 

Popups created only for mobile devices had a higher CVR than the desktop-only ones: 3.75% vs 2.67%. This result is consistent with last year’s findings and shows once again that many online shoppers prefer to browse ecommerce sites on mobile.

However, the overall conversion rates are also lower compared to 2024. The biggest reason for this is an update we made in Wisepops—it automatically adjusts campaign formats to be displayed on both desktop and mobile, replacing desktop-only and mobile-only campaigns.

Adding an extra step to popups increases conversions by 84% 

Traditional one-step popups typically achieve an average conversion rate of 3.07%. However, adding an extra step can increase this rate to 5.64%, which suggests that multi-step popup campaigns may be perceived as more engaging and rewarding.

A/B testing popups is a way to increase clicks by at least 5% 

Experimenting with popup content and design can help increase CTR from 4.90% to 5.15%. 

Small changes, such as adjusting the headline, tweaking the call-to-action (CTA), or testing different visuals, can impact how visitors interact with your popups.

The number of signup fields in popups and their impact on performance 

Website popups with only one signup field had the highest CVR of 5.77%, followed by four fields with 4.60%.

While one-field popups are the most common design, the four fields are more rare. There are two ways to implement such campaigns: include all four fields in one window or break them up, say two fields in the first step and the other two in the second.

Here’s an example of the first approach—

This welcome popup campaign has four fields: email signup, first name, last name, and Instagram profile.

Popups with images have a higher CVR than those without 

Visuals matter! In our research, popups with images performed better once again—they converted 5.46% of visitors while the ones without images had a lower CVR of 3.22%.

So, using images in popups is an effective way to boost a website's conversion rate. A good-looking image can reinforce popup copy, convey more information, and support your brand 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:

Discount codes are the top-converting incentive in popups 

Popups with discounts convert 8.62% of visitors on average. They remain the most effective signup incentive in popup campaigns.

Countdowns are a way to increase conversions by 58% during time-limited offers

Adding a countdown to a popup increased the conversion rate from 4.63% to 7.34%. It’s important to note, however, that many campaigns with this element are used to improve conversions during time-limited offers.

CVR of spin-to-win popups is 125% higher compared to traditional popups 

Spin-to-win popups (also called wheel popups) convert up to 10.15% of website visitors on average, making them one of the most engaging and effective popup types available. 

These interactive popups gamify the user experience, offering visitors a chance to "win" a discount, free shipping, or another incentive by spinning a virtual wheel.

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 163% 

By tailoring popups based on visitor behavior, location, purchase history, or demographics, businesses deliver more personalized, relevant messages that resonate with their audience.

This popup stat supports this: the campaigns that use custom properties to target specific groups of visitors or customers convert almost 10% of those who engage with them.

Note: With custom properties, you can target visitors based on criteria you define—such as customers who bought over three days ago, visitors who have added one item to their shopping cart, or those in a specific subscriber segment in Klaviyo.

Learn more about how to set up custom properties in popups

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

Popups triggered by clicks have the highest conversion rate at 28.79%, indicating that visitors who engage with specific elements are highly receptive to offers. 

Hover-based popups follow with a solid 17.37%, suggesting users are interested but not fully committed. Custom event popups, triggered by interactions like adding to the cart, perform well at 9.97%. On-landing popups have a moderate conversion rate of 4.97% while scroll-based popups show the lowest at 2.18%. 

Important to note that even though exit popup campaigns have the second lowest conversion rate, it’s the second most widely used trigger that also holds the second highest number of email collected. The 2.81% rate is most likely explained by the very high number of displays.

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

In 2024, the center-right position led with a 6.40% CVR, followed by top-left at 5.07%. 

In 2025, the bottom-center position now tops the list with a 12.88% CVR. Other positions like bottom-left and bottom-right have lower CVRs at 1.39% and 1.56%. Center positions show moderate performance, ranging from 2.78% to 4.01%, while the top-center, top-left, and top-right positions have the lowest CVRs, with top-right at 0.67%.

Example:

A bottom-centered campaign on Uranus Wiper made with Wisepops:

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

The findings this year are very similar to 2024.

Campaigns displayed between zero and five seconds performed exceptionally well, even though such a 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 displayed between zero and 10 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 28.98%.

The second highest conversion rate belongs to a four-page delay (10.69%):

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

• Guide to full-screen popup campaigns

• Apps for Shopify exit campaigns

• Must-have marketing campaigns [Expert roundup]