What Is a Good Popup Submit Rate for an Ecommerce Store?

For a standard email sign-up popup on an ecommerce store, 3% is the floor and 5% or more is good. Klaviyo's help center tells you to aim for about 3% or higher on popups and flyouts, and Klaviyo's own blog calls 3% a low bar.

That said, the published averages do not agree with each other, and the gap between them is large. So I will show you the range, explain why it exists, and then go through what actually moves the number.

What the published benchmarks say

Klaviyo's form analytics guide sets the target at about 3% or higher. Klaviyo's sign-up form best practices article goes further: it puts a standard homepage popup at 3% to 8%, says strong brands reach 8% to 20%, and says anything under 3% means the strategy needs another look.

Omnisend's analysis of 1.24 billion popup displays in 2025 is the most conservative. It found a 2.1% average and grades 1.5% to 3% as average, 3% to 5% as good and 5% or more as excellent.

Wisepops reports a 4.82% average across about 1 billion displays. OptiMonk reports 11.09% across all its popups, but its figure for classic email signup popups is 5.10%, with cart abandonment popups at 17.2% pulling the overall average up.

Put together, the sources that isolate email capture land between about 2% and 5% on average, and they all treat 5% and above as strong. That is the range I would measure a standard popup against.

What moves the submit rate

The offer

The offer does the most work. In Omnisend's data, popups with a discount converted at 2.4% against 1.7% without one. Wisepops found the same direction with a bigger gap, 7.45% with a discount against 4.60% without. The offer does not have to be a percentage off. Free shipping, a gift with the first order or early access can do the job without training people to wait for a code.

Timing

Showing the popup the instant the page loads tends to hurt. Omnisend found the best rate, 2.4%, with a delay of 6 to 10 seconds, against 1.9% for popups shown in the first second. The differences are small, so I treat timing as a tidy-up rather than a fix.

Exit intent

Here the sources flatly disagree. Klaviyo's blog puts exit intent forms at 10% to 13%. Omnisend measured its exit trigger at about 1.8%, below its scroll based trigger at 2.1%, and Wisepops has exit intent at 3.94%, below its overall average. My read: exit intent works well as a second chance for people who ignored the first popup, and less well as the only form on the site. Test it on your own traffic.

Mobile versus desktop

Mobile converts better in both large datasets. Wisepops reports 4.98% on mobile against 3.67% on desktop, and Omnisend reports 2.2% for mobile only popups against 1.4% for desktop only. Since most store traffic is on phones, build the mobile version first and check that the close button, the field and the keyboard all fit on one screen.

Steps and fields

Multi-step forms, where email is asked first and phone number second, hold up well. Klaviyo's form data shows a median of 2.85% for multi-step email forms against 2.27% for single step, although Klaviyo notes the difference was not statistically significant. Omnisend found 2.3% against 2.0%. On fields, Omnisend's rate held at about 2.1% to 2.2% for one to three fields and dropped to 1.5% at four.

Targeting

Who sees the form matters as much as what it says. Hide the email popup from people already on your list, and show existing subscribers an SMS form instead. Klaviyo's blog puts phone only forms shown to existing email subscribers at 10% to 13%. Omnisend also found popups with URL targeting converting at 2.4% against 2.0% without.

How to read Klaviyo form analytics

Klaviyo's definition is simple: submit rate is total submitted form events divided by total viewed form events. A few details from the help center change how you read it.

• Views are total, not unique. One visitor who sees the form on three visits counts three times, which pulls the rate down.
• Multi-step forms count the first step. People who only saw the teaser are not counted as views.
• The step funnel shows where people drop. A big fall at the phone step is normal. A big fall at the email step is an offer problem.
• Device breakdown is built in. Check desktop and mobile separately before changing anything.
• Benchmark status. Popup forms get a Poor, Fair, Good or Excellent label against Klaviyo's benchmarks.

For A/B tests created after December 18, 2023, Klaviyo reports unique views and unique submits for each variation, so test results and the main form report are not calculated the same way. Do not compare one against the other.

A quick popup audit

What to do next

Open your form in Klaviyo, set the date range to the last 30 days and write down the submit rate by device. If it is under 3%, start with the offer and the mobile layout, because that is where the published data shows the widest gaps. If it is between 3% and 5%, test one thing at a time: a multi-step version, a different delay, then an exit intent form as a second chance. And if you would like me to look at your form and the welcome flow behind it, book a call and I will tell you what I would change first.