Is your 10% off pop-up actually costing you money?
Be honest, is your email sign-up still offering 10% off someone’s first order? If so, you’re definitely not alone. It’s the most common pop-up I see on small business websites. But the thing is, it’s so common now that most customers don’t even notice it anymore. It’s become a bit like wallpaper. People click the little “x” out of habit, without even reading it.
That means two things are happening. First, the pop-up isn’t doing much to grow your list (which is its actual purpose). Second, on the occasions where people do use it, you’re usually giving away money you didn’t need to.
Think about it. If a customer was already planning to buy, that 10% off didn’t persuade them, it just reduced your margin. And if your average order value is only £20 or £30, that little discount starts to feel like quite a chunk of profit disappearing for very little gain.
This is why “10% off” is such a trap. It doesn’t change buyer behaviour, it doesn’t make your brand stand out, and it doesn’t really serve your long-term goals. What it does do is quietly eat away at your bottom line.
So, what should a pop-up be doing? Its real job is to grow your email list. That’s where the magic happens, building relationships, encouraging repeat orders, and driving long-term profitability. The fastest-scaling brands all have this nailed.
Your pop-up is prime real estate. It’s often the first interaction someone has with your business, so it should feel like a genuine reason to join your list, not just a half-hearted discount.
Instead of 10% off, think about alternatives that feel more exciting and cost you less:
A free gift with purchase (something small but high perceived value)
Early access to new products or launches
Entry into a monthly prize draw
A “secret” product or collection only available to subscribers
These kinds of offers stand out more, create curiosity, and don’t eat into your profit margins in the same way.
At the end of the day, your list should be growing, and your profits should be protected. That tired old 10% off pop-up isn’t doing either very well. Swap it for something fresh, and you’ll see the difference not just in your sign-ups, but in your bottom line too.