E-commerce News and Insights
Sep 1, 2015

Email Popups: What is the Trade-Off Between Required Fields and Conversion Rate?


These days, most digital marketers use a popup on their website to increase conversion rates and grow their business. Some popups are exit-intent targeted coupons that convert bouncing traffic.  Other popups are simple newsletter signup forms that build email lists for ongoing customer relationship marketing programs.

However, in all cases, there is one common thread of debate: how much information should I ask for from my visitors and how will that quantity impact conversion rates?

At Privy, we have thousands of businesses that use our free email popups and landing pages to grow their email list. We took a look across all the businesses that use our platform and analyzed popup conversion rates across the different number of fields required.  Our default requirement is to collect first name, last name, and email address – but businesses can add more fields through our custom form fields feature, or remove all fields except the email address.

Here are the results:

  • Conversion rates for the default popup that collects first name, last name, and email address are 1.7% of web visitors.
  • Conversion rates for a popup that just collects email addresses increases to 2.2%

    Conversion rates for a popup that just collects email address increases to 2.2%.

  • Conversion rates for a popup that collects one additional field beyond first name, last name, and email address drops to 0.7%.  Every new field added after this first one cuts conversion rates down by another 50%.

As one would expect, conversion dropoff becomes significant as more fields are added. Anecdotally, we know that collecting first name and last name helps validate a new email address and also personalize future communication to improve downstream conversion rates.  Consumers are also comfortable sharing that data compared with other information, hence the major drop off when you ask for additional fields.

To maximize conversion rates, it is important to review your ultimate goals and distill your popup down to only collect the most minimal amount of data to accomplish those goals. Do you just want a large email list? More personalized communication? Better segmentation? Answer those questions and perform constant experiments and you can achieve a successful conversion engine using a popup. Get started with email capture popups by signing up free at Privy.


This post is written by Dan Scudder, VP Business Development at Privy. Privy helps businesses more rapidly grow their email list.

Shippo is a multi-carrier API and web app that helps retailers, marketplaces and platforms connect to a global network of carriers. Businesses use Shippo to get real-time rates, print labels, automate international paperwork, track packages and facilitate returns. Shippo provides the tools to help businesses succeed through shipping.

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Shan Lian
was a product marketer at Shippo.

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