Most pop-ups fail because they ignore intent. This article explores how intent-based pop-ups can boost engagement without relying on discounts or email bribes.

They interrupt the experience. They ask for something before offering anything of value. They treat every visitor the same. The result? Most people either close them immediately or, worse, leave the site entirely.

But the problem isn’t just pop-ups. It’s how and when we use them, and who we’re using them for.

This is the story of how we tried something different. No discount. No hard sell. Just a single, relevant question:

“What are you shopping for today?”

How We Used Intent-Based Pop-Ups Instead

Instead of offering a discount or capturing an email right away, we showed visitors a pop-up that asked:

• I’m shopping for an engagement ring
• I’m shopping for a gift
• I’m shopping for myself

Each answer led to a tailored landing page built around that specific path. These weren’t generic category pages. They were simplified, curated experiences with focused product recommendations, inspirational content, and helpful tools.

For example, a visitor shopping for an engagement ring landed on a page designed entirely around that journey. It included education, value props, product discovery, and no distractions.

We didn’t collect an email or offer a promo. Instead, the goal was to be helpful in the moment.

We designed this experiment to test whether intent-based pop-ups could outperform traditional ones in both click-through and AOV.

What Worked

• 25 to 30 percent interaction rate
• 8.3 percent increase in conversion rate
• 8.4 percent increase in average order value (AOV)
• For visitors who chose “engagement,” AOV increased by 162 percent

This was one of the highest-performing pop-up campaigns we’ve run. Not because it was flashy, but because it respected the visitor’s intent.

What Didn’t Work (or Could Be Better)

Not every path performed equally.

While this worked well for engagement shoppers, the other paths didn’t perform quite as strongly.

Visitors shopping for a gift or for themselves clicked, but the downstream metrics — like revenue per visitor — weren’t as strong. This was likely because we sent them to general gift guides and best-seller lists. Those pages were decent, but not truly personalized.

As a result, we learned something important. Intent matters, but follow-through matters just as much.

Additionally, while the campaign performed well overall, it didn’t fully replace email capture. Visitors who didn’t engage with the prompt still received the same generic experience. That’s something we’re actively working to improve.

What We’re Testing Next

The next evolution is simple but important.

We’re testing what happens if we ask for an email after the visitor tells us what they’re shopping for. We’re not offering a promo. Instead, we’ll ask if they’d like more helpful suggestions based on what they already shared. The goal is to extend the experience into email in a way that’s useful and timely.

This reflects a core belief I have about email:

Email is valuable, but only when it’s helpful.
Not every email captured drives revenue.
Not every subscriber is worth keeping.
But a relevant email, sent at the right time to the right person, can do more than sell. It can support, reassure, and convert over time.

What This Means for Pop-Ups

I’m not against pop-ups. I’m against pop-ups that serve no purpose.

Too many are designed to extract value from the visitor. This one was designed to give it. That’s what made the difference.

It’s not about the format. It’s about intent, timing, and relevance.

Ask too early, and you interrupt.

Ask with no context, and you confuse.

Ask the right question at the right moment, and you earn trust. That trust leads to better results.

Intent-based pop-ups won’t work for every visitor, but they open the door for more relevant experiences across the board.

Next time you think about email strategy, don’t ask “how many can we get?” Ask: “Why are we asking at all?

David Mannheim, Founder and CEO, Made With Intent
Why we should rename email capture

Final Thought

If you’re still using the same pop-up for every visitor, every session, every time, it’s time to rethink the strategy.

Visitors don’t come to your site hoping for 10 percent off. They come hoping to find the right thing.

The brands that win will be the ones that help them do that. Not with gimmicks, but with guidance.

 

Want to Go Deeper?

• 🎯 Download the full Intent Wins Playbook — 6 sections packed with real test results and frameworks
• 💼 Work with me — I help eCommerce teams turn behavioral data into revenue-driving personalization strategies
• 🔎 Read: Why Personalization Backfires (and What to Do About It)