{ "name": "Popupsmart Popup Benchmark 2026", "url": "https://popupsmart.com/blog/popup-conversion-benchmark-report", "creator": "Popupsmart", "license": "https://creativecommons.org/licenses/by/4.0/", "citation": "Popupsmart, \"Popup Conversion Benchmark Report 2026\" (data January 2024 to September 2026), https://popupsmart.com/blog/popup-conversion-benchmark-report", "version": "2026-09", "temporalCoverage": "2024-01-01/2026-09-23", "methodology": { "benchmarkSet": "10,768 campaigns with >= 1,000 displays and >= 14 active days from 4,559 businesses", "leadDefinition": "A lead is a popup submission that contains an email address or phone number.", "leadConversionRate": "leads / displays, for popups that ask for an email or phone number; reported as the median campaign", "interactionRate": "clicks / displays; reported as the median campaign", "notComparableTo2025Report": "The 2025 report used different, non-reproducible definitions (leads / interactions, averaged). Do not compare.", "comparisons": "Only comparisons that are robust after a 5% false-discovery-rate correction across all tests are stated as differences; 'likely' ones are stated as leans; everything else as no measurable difference." }, "subjects": [ { "slug": "mobile-popups", "name": "mobile popup", "statements": [ "Mobile visitors convert on popups at 1.02% vs 0.57% on desktop, and click at 2.99% vs 1.34% (median campaign).", "63% of popup displays happen on mobile.", "On the same popup, Android visitors click more often than iPhone visitors.", "Android visitors also convert slightly more often than iPhone visitors on the same popup: iPhone visitors converted better in only 38% of 2,059 campaigns (median gap 0.06 percentage points).", "Visitors on smaller phone screens (under 360 px wide) click popups more often than visitors on standard 390–429 px phones.", "Visitors browsing inside the Instagram or Facebook app show no measurable difference in popup conversion from visitors in a normal mobile browser." ], "metrics": { "medianLeadRateMobile": 1.02, "medianLeadRateDesktop": 0.57, "medianInteractionRateMobile": 2.99, "medianInteractionRateDesktop": 1.34, "mobileShareOfDisplaysPct": 63.5 }, "breakdowns": {} }, { "slug": "popup-conversion-rate", "name": "popup conversion rate", "statements": [ "Across 3,034 Popupsmart popups that ask for an email or phone number (January 2024 – September 2026, each with at least 1,000 displays and 14 active days), the median converts 0.83% of its displays into leads; the top 25% reach 1.96% and the top 10% reach 3.87%. A lead is a popup submission that contains an email address or phone number.", "The median popup records a click on 2.25% of its displays; the top 10% reach 11.67% (10,768 campaigns).", "The dataset covers 1.98 billion page views, 499.6 million popup displays and 1.84 million leads: 28,674 campaigns from 11,533 businesses that ran a popup with Popupsmart between January 2024 and September 2026.", "40.5% of popup displays end with the visitor closing the popup (all displays pooled, February 2025 – September 2026, since close tracking began).", "On mobile the median popup converts 1.02% vs 0.57% on desktop.", "Center modal popups convert 0.88% vs 0.49% for corner/slide-in boxes (median campaign).", "Industry medians rest on 27–206 lead-collecting campaigns each; the statistically reliable gaps are Finance & Insurance over Software & Technology and Health & Beauty over Healthcare & Medical." ], "metrics": { "medianLeadConversionRate": 0.83, "leadConversionRateTop25": 1.96, "leadConversionRateTop10": 3.87, "medianInteractionRate": 2.25, "closeRatePooled": 40.5, "benchmarkCampaigns": 10768, "benchmarkBusinesses": 4559, "leadGenBenchmarkCampaigns": 3034, "campaignsInScope": 28674, "businessesInScope": 11533, "popupDisplays": 499629317, "leadsCollected": 1842177, "pageViewsTracked": 1976102190 }, "breakdowns": { "byPopupType": [ { "label": "Center modal", "value": 0.88 }, { "label": "Corner / slide-in", "value": 0.49 } ], "byDevice": [ { "label": "Mobile", "value": 1.02 }, { "label": "Desktop", "value": 0.57 } ], "byIndustry": [ { "label": "Finance & Insurance (38 campaigns)", "value": 2.22 }, { "label": "Health & Beauty (97 campaigns)", "value": 1.99 }, { "label": "Food & Beverage (52 campaigns)", "value": 1.42 }, { "label": "Media, Entertainment & Gaming (93 campaigns)", "value": 1.14 }, { "label": "Nonprofit & Public Sector (27 campaigns)", "value": 1.03 }, { "label": "Fashion & Apparel (97 campaigns)", "value": 0.88 }, { "label": "Education (137 campaigns)", "value": 0.84 }, { "label": "Travel & Hospitality (110 campaigns)", "value": 0.8 }, { "label": "Retail & E-commerce (183 campaigns)", "value": 0.79 }, { "label": "Manufacturing, Energy & Logistics (107 campaigns)", "value": 0.7 }, { "label": "Real Estate & Construction (70 campaigns)", "value": 0.69 }, { "label": "Marketing & Agencies (57 campaigns)", "value": 0.5 }, { "label": "Healthcare & Medical (86 campaigns)", "value": 0.43 }, { "label": "Software & Technology (206 campaigns)", "value": 0.39 } ] } }, { "slug": "popup-cta", "name": "popup cta", "statements": [ "CTA buttons that promise value (\"Get\", \"Claim\", \"Unlock\") look stronger than \"Subscribe\" / \"Join\" buttons (1.06% vs 0.77%, English popups, median campaign), but the gap is not statistically reliable.", "First-person buttons (\"Send my code\") convert 1.18% vs 0.80% for neutral wording (English popups, median campaign).", "Emoji in the headline or button come with a slightly higher click rate (2.76% vs 2.20%) but no measurable difference in leads; the click difference is not statistically reliable.", "Button colour, dark vs light popup backgrounds, urgency words and question headlines show no measurable effect on conversion; the data are too noisy to rule out modest effects." ], "metrics": { "medianLeadRateGetClaimCTA": 1.06, "medianLeadRateSubscribeJoinCTA": 0.77, "medianLeadRateFirstPersonCTA": 1.18 }, "breakdowns": { "byCTAVerb": [ { "label": "Get / Claim / Unlock", "value": 1.06 }, { "label": "Subscribe / Join", "value": 0.77 }, { "label": "Submit / Send", "value": 0.84 } ] } }, { "slug": "popup-discounts", "name": "popup discount", "statements": [ "Signup popups that offer a discount code convert 1.46% vs 0.75% for signup popups without one.", "Popups stating 10% off convert 1.25% vs 0.67% for popups that state no discount.", "Bigger discounts did not convert measurably better: 10% off converted 1.25%, 20% off 0.91% and 25–30% off 1.33%, but the larger-discount samples are small (78 and 46 campaigns), so the data cannot rule out a real difference either way.", "Spin-to-win and other gamified popups get far more clicks (7.33% vs 1.87% of displays, median campaign; the spin itself counts as a click), but do not collect measurably more email or phone leads than plain signup popups." ], "metrics": { "medianLeadRate10PctOff": 1.25, "medianLeadRateNoDiscountStated": 0.67, "medianLeadRateSignupWithDiscount": 1.46, "medianLeadRateSignupNoDiscount": 0.75 }, "breakdowns": { "byDiscountSize": [ { "label": "5% off (61 campaigns)", "value": 1.31 }, { "label": "10% off (515 campaigns)", "value": 1.25 }, { "label": "15% off (131 campaigns)", "value": 1.21 }, { "label": "20% off (78 campaigns)", "value": 0.91 }, { "label": "25–30% off (46 campaigns)", "value": 1.33 }, { "label": "35–50% off (46 campaigns)", "value": 1.01 } ] } }, { "slug": "popup-form-fields", "name": "popup form fields", "statements": [ "Popups asking for one or two fields convert 0.88% and 0.94%, against 0.56% for three fields (median campaign; spin-to-win and other gamified popups are counted separately).", "Adding a name field alongside the email shows no reliable effect: the overall gap in its favour (1.25% vs 0.88% for email only) reverses among campaigns whose form rarely changed (0.74% vs 0.79%).", "Forms that ask for a phone number instead of an email look weakest (0.46% vs 0.88% for email only), though that gap is not statistically reliable.", "Multi-step forms show no measurable conversion advantage over single-step forms once step-1 clicks without contact details are excluded." ], "metrics": { "medianLeadRate1Field": 0.88, "medianLeadRate2Fields": 0.94, "medianLeadRate3Fields": 0.56, "medianLeadRateEmailPlusName": 1.25, "medianLeadRateEmailOnly": 0.88, "medianLeadRatePhoneNoEmail": 0.46 }, "breakdowns": { "byFieldCount": [ { "label": "1 field (1,224 campaigns)", "value": 0.88 }, { "label": "2 fields (736 campaigns)", "value": 0.94 }, { "label": "3 fields (493 campaigns)", "value": 0.56 }, { "label": "4-5 fields (374 campaigns)", "value": 0.85 }, { "label": "6+ fields (75 campaigns)", "value": 0.57 } ] } }, { "slug": "popup-frequency", "name": "popup frequency", "statements": [ "71% of visitors who close a popup do so within 5 seconds of it appearing.", "61% of popup leads are submitted within 30 seconds of the popup appearing.", "The first two times a visitor sees a popup in a week convert at similar rates (1.33% and 1.22% of displays, pooled); from the third view conversion falls, and from the sixth view it is 0.41%, 31% of the first-view rate.", "Showing a popup a second time caused no measurable drop in conversion within the same campaign; the decline begins with the third showing.", "New visitors convert on popups more often than visitors who were on the site in the previous 7 days: the same popup converts better for new visitors in 75% of campaigns (median gap 0.30 percentage points; pooled 1.28% vs 0.54% of displays)." ], "metrics": { "firstViewLeadRatePooled": 1.329 }, "breakdowns": {} }, { "slug": "popup-integrations", "name": "popup integration", "statements": [ "Among businesses whose popups collect an email or phone number, 16% connect an external tool (email platform, CRM or webhook) and 64% turn on the built-in autoresponder email; across all businesses in the benchmark, 93% connect no external tool.", "Among external integrations, Mailchimp (5.2% of lead-collecting businesses) and Brevo (4.5%) are the most connected email tools; the Shopify Customers sync is used by 10.7%.", "The share of new campaigns connected to an external tool fell from 7.0% in 2024 to 3.1% in 2026, while native Shopify Customers sync rose from 1.0% to 9.1%.", "Popups connected to Brevo convert at 1.27% and popups synced to Shopify Customers at 1.23%, vs 0.63% for popups with no integration (median campaign): a correlation, since marketers who connect a tool also tend to run better campaigns.", "Popups connected to Klaviyo convert at 1.44% vs 0.63% for popups with no integration (median campaign), on a small sample (47 campaigns from 23 businesses) and again a correlation, not an effect of the connection." ], "metrics": { "pctAllBusinessesNoExternalIntegration": 92.89, "pctLeadCollectingBusinessesExternalIntegration": 15.78, "pctLeadCollectingBusinessesAutoresponder": 63.62, "pctLeadCollectingBusinessesMailchimp": 5.18, "pctLeadCollectingBusinessesBrevo": 4.46, "pctLeadCollectingBusinessesShopifySync": 10.68 }, "breakdowns": { "byIntegrationShareOfLeadCollectingBusinesses": [ { "label": "Built-in autoresponder email", "value": 63.62 }, { "label": "Shopify Customers sync", "value": 10.68 }, { "label": "Mailchimp", "value": 5.18 }, { "label": "Brevo", "value": 4.46 }, { "label": "Webhook", "value": 2.51 }, { "label": "Klaviyo", "value": 0.9 }, { "label": "HubSpot", "value": 0.84 }, { "label": "MailerLite", "value": 0.8 }, { "label": "ActiveCampaign", "value": 0.7 }, { "label": "SendGrid", "value": 0.64 }, { "label": "Customer.io", "value": 0.34 }, { "label": "EmailOctopus", "value": 0.28 } ] } }, { "slug": "popup-leads", "name": "email capture", "statements": [ "59% of email addresses collected by popups are Gmail addresses; 12% use a business or other domain.", "Emails collected on desktop are about twice as likely to be at a business or other non-consumer domain: 21% vs 9.5% on mobile.", "The share of popup leads that include a phone number rose from 21.3% (2024) to 26.3% (2025) to 33.5% (2026) (all leads pooled); much of that comes from a few high-volume accounts that collect phone numbers, while most lead-collecting campaigns collect email only." ], "metrics": { "pctLeadsWithPhone": 26.3, "pctEmailsGmail": 58.8, "pctEmailsBusinessOrOther": 12.1, "pctDesktopEmailsBusinessOrOther": 21 }, "breakdowns": {} }, { "slug": "popup-targeting", "name": "popup targeting", "statements": [ "Visitors arriving from an email or SMS campaign convert on popups at 1.81% vs 0.74% for visitors from organic search.", "Popups on cart and checkout pages convert 4.57% vs 1.07% on the home page (median campaign); blog pages convert 0.23%.", "When a visitor's browser language matches the popup's language, the same popup converts better in most campaigns.", "Popups targeted at new visitors only convert 1.13% vs 0.77% for popups shown to everyone.", "Visitors arriving from social media convert on popups at 1.22% vs 0.71% for direct visitors (median campaign).", "Visitors referred by AI assistants (ChatGPT, Gemini, Claude, Perplexity, Copilot) show no statistically reliable advantage over organic search: popups converted 1.14% vs 0.74% (median campaign), but only 91 campaigns had enough AI-referred traffic, so the gap could be chance.", "Popups set up with three targeting rules convert 1.09% vs 0.71% for popups with none or one (median campaign): a correlation, since marketers who target carefully may also write better offers.", "By visitor country, popups convert 0.76% for visitors in the United Kingdom vs 0.34% in Germany, and 2.01% in Mexico vs 0.46% in the United States (median campaign)." ], "metrics": { "medianLeadRateEmailSmsTraffic": 1.81, "medianLeadRateOrganicSearch": 0.74, "medianLeadRateCartCheckoutPages": 4.57, "medianLeadRateBlogPages": 0.23 }, "breakdowns": { "byTrafficSource": [ { "label": "Email / SMS (322 campaigns)", "value": 1.81 }, { "label": "Social (1,043 campaigns)", "value": 1.22 }, { "label": "Referral (568 campaigns)", "value": 1.14 }, { "label": "AI assistants (91 campaigns)", "value": 1.14 }, { "label": "Same-site navigation (1,964 campaigns)", "value": 1 }, { "label": "Paid ads (1,350 campaigns)", "value": 0.84 }, { "label": "Organic search (1,958 campaigns)", "value": 0.74 }, { "label": "Direct (2,128 campaigns)", "value": 0.71 } ], "byPageType": [ { "label": "Cart / checkout (90 campaigns)", "value": 4.57 }, { "label": "Account / login (79 campaigns)", "value": 2.87 }, { "label": "Pricing (21 campaigns)", "value": 2.44 }, { "label": "Home (2,138 campaigns)", "value": 1.07 }, { "label": "Collection / category (553 campaigns)", "value": 1.03 }, { "label": "Product (835 campaigns)", "value": 0.79 }, { "label": "Contact / about (152 campaigns)", "value": 0.59 }, { "label": "Blog / content (364 campaigns)", "value": 0.23 } ] } }, { "slug": "popup-triggers", "name": "popup triggers", "statements": [ "Popups that wait before appearing convert 0.83% vs 0.61% for popups shown the instant the page loads (median campaign); the direction holds in every year of data but the difference is not statistically reliable, so treat it as a lean, not a rule.", "The exact delay length (0–5 seconds vs 21–60 seconds) makes no measurable difference to conversion.", "Exit intent shows no statistically reliable advantage: popups on the most sensitive exit-intent setting converted 1.10% vs 0.78% without exit intent (median campaign), a gap that could be chance.", "Popups convert better in the morning (06:00–11:59 visitor time) than at night or in the evening: the same popup converts better in the morning than between midnight and 6 a.m. in 69% of campaigns.", "Weekend visitors show no measurable difference in popup conversion from weekday visitors once each popup is compared with itself (2,333 campaigns)." ], "metrics": { "medianLeadRateTimeDelay": 0.83, "medianLeadRateOnPageLoad": 0.61 }, "breakdowns": { "byTrigger": [ { "label": "Time delay (1,159 campaigns)", "value": 0.83 }, { "label": "Immediately on page load (557 campaigns)", "value": 0.61 } ] } }, { "slug": "website-platform", "name": "website platform", "statements": [ "43% of the businesses in the benchmark (January 2024 – September 2026) run on Shopify; the WordPress ecosystem (WordPress and WooCommerce) accounts for 14%, custom-built sites on frameworks like Next.js for 2.5%.", "35% of popup campaigns on Shopify stores ask for an email or phone number, against 25% on WordPress sites.", "Popups on Shopify stores convert at 1.07% vs 0.66% on WordPress sites (median campaign).", "Shopify (1.07%) and WooCommerce stores (0.82%) show no statistically reliable difference in popup conversion; the data cannot rule out a gap in either direction.", "Popups on Webflow sites convert 0.37% vs 1.07% on Shopify stores (median campaign; 68 lead-collecting Webflow campaigns)." ], "metrics": { "pctBusinessesOnShopify": 43.3, "pctBusinessesWordPressEcosystem": 13.7, "medianLeadRateShopify": 1.07, "medianLeadRateWordPress": 0.66, "medianLeadRateWooCommerce": 0.82 }, "breakdowns": { "byPlatformShareOfBusinesses": [ { "label": "Shopify", "value": 43.3 }, { "label": "Custom / undetected", "value": 25.3 }, { "label": "WordPress (no WooCommerce)", "value": 9.8 }, { "label": "Other CMS / site builder", "value": 4.5 }, { "label": "WooCommerce", "value": 3.9 }, { "label": "Turkish e-commerce platform (ikas/Ticimax/IdeaSoft/T-Soft)", "value": 3.6 }, { "label": "Custom-built (Next.js / Nuxt / Gatsby)", "value": 2.5 }, { "label": "Blog platform (Blogger / Ghost / Substack)", "value": 2.4 }, { "label": "Webflow", "value": 2 }, { "label": "Other e-commerce platform", "value": 1.7 }, { "label": "Squarespace", "value": 1.1 }, { "label": "Wix", "value": 0.8 }, { "label": "Magento", "value": 0.5 }, { "label": "PrestaShop", "value": 0.4 }, { "label": "Other platforms (grouped)", "value": 0.2 } ] } } ] }