If you’re relying on a homepage pop-up to grow your email list, you’re not alone. Most ecommerce brands start there — offering 10% or 15% off in exchange for an email address. But here’s the catch: many visitors close that first pop-up before they’ve even read it.
Not because they’re uninterested — but because they’ve just landed. They’re still exploring. Still deciding.
That doesn’t mean you’ve lost them. It just means the timing is off.
Here’s a simple way to turn more product-page visitors into high-intent subscribers — using Klaviyo’s flyout forms. It’s a small shift in timing and placement that can significantly boost your list growth and improve onsite conversion. Better yet, it’s easy to test, low-cost to implement, and seamlessly integrates with what you already have running.
Let’s walk through how to set it up — and what to watch for as it runs.
Key Takeaways
- Replace traditional homepage pop-ups with Klaviyo flyouts on product pages to engage visitors at the right time, enhancing user experience and reducing immediate dismissals.
- Set flyouts to trigger after 45 seconds on product pages, targeting engaged shoppers while limiting frequency to avoid overwhelming them with pop-ups.
- Upon email submission, instantly display discount codes with a one-click apply button to maintain user flow and boost conversion rates.
- Incorporate interest checkboxes within the flyout to gather subscriber preferences, enabling tailored welcome emails and improving engagement.
- Track submissions, conversion rates, and on-site sales to test effectiveness, and refine offers and strategies based on performance insights for continuous improvement.
Step 1 – Set Up a Timed Flyout on Product Pages
Start by duplicating your existing Klaviyo pop-up form. Then change the display type to Flyout — so the form slides in gently from the bottom corner.
Here’s how to configure it:
- Set it to show on URLs that contain the word product
- Delay the display to 45 seconds after page load
- Exclude anyone who has already subscribed
- Limit the frequency (e.g. once every 5 days)\
This lets you reach shoppers who are actively engaging with your products — not just passersby. And because the form shows up later in the session, it feels less intrusive and more relevant.
We recommend creating separate versions for desktop and mobile for a smoother experience across devices.
This flyout doesn’t replace your original pop-up — it complements it. You’re simply adding a second, well-timed opportunity for engagement.
Step 2 – Optimise the Success Step
Once someone submits their email, you want to reduce friction — not create more.
Instead of asking them to check their inbox, show the discount code right away. Even better, use a button that auto-applies the code and brings them back to your site.
This keeps momentum high and removes unnecessary steps. It also improves your onsite conversion rate — because shoppers stay in flow, instead of dropping off.
This kind of small UX improvement often drives outsized results. And if you’re curious how this fits into a full-stack email setup, check out our guide to Top Email Marketing Agencies for more proven strategies.
Step 3 – (Optional) Capture Product Interests
Want to take this one step further? Add interest checkboxes to your flyout form.
This lets subscribers share what they care about most — like gift ideas, travel gear, or skincare. Then inside Klaviyo, you can use those preferences to personalise your welcome emails.
For example, someone who selects “sustainable clothing” might receive a product showcase that aligns with that value. It’s simple segmentation — and it makes your first emails feel more relevant without creating extra work.
We use this technique regularly with clients who want to increase engagement early in the funnel. It’s a small lift that pays off quickly. Learn more about how we approach this inside our Email Automation Services overview.
Why It Works
This approach gives you a second chance with your best prospects — the ones who are lingering on product pages, weighing a decision.
The first pop-up helps you catch fast movers. The product-page flyout captures browsers who need more time. These subscribers tend to be more qualified and more likely to convert.
And by showing the code immediately — with a one-click apply button — you create a seamless handoff from email collection to purchase. No friction, no distractions.
It’s a small change in form behaviour. But it changes the dynamic completely. And once you’ve got it in place, it’s easy to iterate — testing different offers, placements, or interest tags over time.
Ready to Try It?
If you’re already using Klaviyo, this takes just a few minutes to set up. Test it on a few key product pages and watch how it performs.
Keep an eye on form submissions, welcome flow conversions, and on-site sales. Even if traffic to the flyout is lower than your homepage, the quality is usually higher — and that matters.
You can also use this opportunity to evaluate your welcome flow performance. Are subscribers receiving relevant content? Is the incentive being used? Are people converting within the first few emails?
And if you want help setting this up — or scaling your email marketing with smart automations and better strategy — reach out to our team. We’re here to help you build a system that works.
FAQ About How to Grow Your Email List
Q: What is the benefit of using a flyout form instead of a traditional pop-up?
A: Flyout forms are less intrusive and appear after a visitor has had time to engage with a product, making them feel more relevant and increasing the likelihood of conversion. This approach allows brands to capture email addresses from potential subscribers who may not respond to a standard pop-up immediately.
Q: How can I ensure that my flyout form doesn’t annoy users?
A: To reduce annoyance, you can set your flyout to display after a delay (e.g., 45 seconds) once the page has loaded and limit its frequency (e.g., once every 5 days) for each user. This strategy allows users to explore your products without interruption while providing a timely opportunity for engagement.
Q: What can I do to enhance engagement after someone subscribes through the flyout?
A: You can optimize the post-submission experience by immediately displaying the discount code and including a button that auto-applies it to their cart. Additionally, gathering preferences through interest checkboxes helps personalize future communications, making your welcome emails more relevant to the subscriber’s interests.
This article has been written by Gavin Hewitson from In-box. Gavin and his team specialize in email and SMS marketing and regularly help our clients with their own email and SMS marketing needs.
