What is a good popup click rate?

Popups run on a huge number of Shopify stores, yet nobody tells you how they actually perform. So we measured it.

This is original Vitals data from 1,992 Shopify stores that used our Popups app in the last 90 days, part of the Vitals subscription, which is installed on 33,647 Shopify stores. Together those stores recorded 23 million popup impressions, 476,000 clicks on the popups' main button, 8.5 million closes and 214,000 sign-ups.

720 of the 1,992 stores showed their popups at least 1,000 times in total over the 90 days. Stores with fewer impressions than that can't give a reliable rate: one extra click can move it by several points. So the headline numbers describe the 720 stores, and we show all 1,992 next to them.

Below you'll find how a typical popup performs, what the top 10% of Shopify stores get, and how the numbers change with traffic, store size, average order value and Shopify plan.

KEY STATISTICS

What is a Shopify popup?

A popup is a message that appears on top of a store page, usually a discount offer, an email sign-up, an announcement or a reminder. It can show when a shopper lands, after a delay, as they scroll or when they look like they're about to leave.

Most stores run one or two. The trade-off is simple: a popup that gets seen gets read, but one that shows too often gets closed. If you're still choosing an app, see our comparison of the best Shopify popup apps.

How we measured it

We looked at every Shopify store that was active on Vitals when we pulled the data and showed at least one popup between 10 July and 7 October 2026 (the last 90 days). That is 1,992 stores, and all of them are counted.

We then split them into two groups. Stores with 1,000 or more popup impressions in the 90 days (720 stores) are the headline group. Below that line a few clicks swing a rate: one click on 20 impressions is a 5% click rate. So the main tables and the store size, order value, plan and theme comparisons use the 720 stores with 1,000+ impressions. The traffic section shows all 1,992 stores by volume.

We worked out each metric per store, then ranked the stores. The median is the store in the middle. "Top 25%" and "top 10%" are the values a store needs to reach to be in that group, and "bottom 25%" is the value a quarter of stores fall below.

The terms used throughout:

• An impression is one time a popup is shown on a page.
• Click rate is clicks on the popup's main button divided by impressions.
• Sign-up rate is contacts captured by popups divided by impressions. Impressions include popups that don't collect contacts, such as click-through popups, so for a popup built to collect emails the real rate is higher.
• Close rate is closes (shoppers dismissing the popup) divided by impressions.
• Popups shown per page view is popup impressions divided by the store's page views. A page shows at most one popup, so this is the share of page views that show a popup.

This article doesn't cover conversion or revenue.

What's a good popup click rate?

For a store with real traffic, a click rate of 1.5% is normal. Above 3.0% puts a store in the top quarter, and 5.3% puts it in the top tenth. Below 0.5%, a store is in the bottom quarter, and the popup is probably showing at the wrong moment, on the wrong pages or with an offer that doesn't interest the shopper.

The all-stores row is lower because it includes the many stores with very little traffic. Their bottom 25% shows as 0.0% because those click rates round down to zero: very few clicks, or none. The next sections show how much traffic matters.

Close rate is the number most stores overlook. At the median store with 1,000+ impressions, a popup is closed 45.0% of the time it is shown, and in the top quarter it's closed 61.5% of the time or more. A high close rate isn't automatically bad, since closing is what most shoppers do with any popup. But it tells you how many shoppers you interrupted without getting a click.

The last row shows how often popups appear. At the median store with 1,000+ impressions, a popup is shown on 27.4% of page views, a little over one in four. At the top 10% of stores it's more than one in two.

What's a good popup sign-up rate?

Among stores with 1,000+ impressions, the median store captures about 9 sign-ups for every 1,000 popups shown. A rate above 2.3% puts a store in the top quarter, and 4.0% puts it in the top tenth. Below 0.1% is the bottom quarter.

Four stores in five with 1,000+ impressions captured at least one sign-up: 584 of 720. Together the 720 stores captured 211,516 contacts in 90 days.

Read these rates as a floor. Every impression counts, including popups that can't collect a contact, like a click-through popup that sends shoppers to a page. A popup built to collect emails will do better than the store-level figure. Across all 1,992 stores the median is 0.0% because most small stores show their popups too few times to capture anyone.

Does traffic volume change the numbers?

Yes, a lot. The 770 stores with under 100 impressions in the last 90 days have a median click rate of 0.0%: most of them recorded no clicks at all. They make up a large share of the 1,992 stores, which is what pulls the all-stores median down to 0.2%.

Their popups are also shown on far fewer page views (6.1%, against 26 to 28% for every other group). A popup that hardly ever shows gives shoppers little chance to click it. It may be switched on for a single page, or set to show rarely. We can't tell from this data which.

From 1,000 impressions up, the numbers settle. Stores with 1,000 to 9,999 impressions get a median click rate of 1.3% and a sign-up rate of 1.0%, and stores with 10,000 or more get 1.6% and 0.9%. Compare yourself with the row that matches your own traffic, not with the all-stores median.

Do bigger stores get more clicks on popups?

*Stores with 1,000+ impressions.*

Yes, and by a wide margin. Stores doing 1,000 or more orders a month get a median click rate of 3.7%. Stores with fewer than 10 orders get 0.4%. Sign-ups follow the same pattern up to a point: they rise from 0.3% for the smallest stores to 1.6% at 100 to 999 orders a month.

Two other things move with size. Bigger stores show popups on fewer page views (23.4% against 36.4%), and their shoppers close them more often (58.1% against 25.5%).

We can't tell from this data why. One possible reason is that established stores have more returning shoppers who know the brand and will engage with an offer, while a new store's traffic is mostly first-time visitors who are not ready to act. Another is that smaller stores leave popups on for most of the site. Either way, a popup that shows on 36% of page views and gets clicked 0.4% of the time is mostly noise to the shopper.

Does average order value change popup performance?

*Stores with 1,000+ impressions.*

A little. Stores with an average order of $30 to $99 get the best click rate at 1.7%. It falls to 1.5% at $100–199 and 1.1% at $200 and above. Sign-ups peak at $30–59 (1.2%) and fall to 0.7% at $200+.

The close rate goes the other way, rising from 42.8% for the cheapest stores to 48.4% for $200+ stores. A shopper looking at a $300 product is less likely to be moved by a popup and more likely to close it. The differences are small next to the effect of traffic and store size, so don't expect your price point to decide how a popup performs.

Do Shopify plans make a difference?

*Stores with 1,000+ impressions.*

Stores on the Shopify plan get a slightly higher click rate than stores on Basic, 1.6% against 1.3%, and the same sign-up rate (1.0%). Part of the click difference is store size: stores on higher plans tend to be the ones with more orders. The two groups show popups at almost the same rate.

Does your theme matter?

*Stores with 1,000+ impressions.*

Barely. Stores on Dawn and stores on every other theme have almost the same median click rate and sign-up rate. Not sure which theme you're on? Our Shopify theme detector will tell you.

Do popups work better on mobile?

We can't answer this one from our data. Vitals records popup impressions, clicks, closes and sign-ups per store, not per device, so we don't have a mobile and desktop split to publish.

How to calculate your own popup rates

You need popup impressions, clicks, closes, sign-ups and your store's page views, all for the same date range.

Click rate                 = clicks on the main button ÷ popup impressions
Sign-up rate               = contacts captured by popups ÷ popup impressions
Close rate                 = closes ÷ popup impressions
Popups shown per page view = popup impressions ÷ store page views

Two things to watch. Divide by impressions, not page views, for click, sign-up and close rate; page views make your rate look lower than it is. And use a period with at least 1,000 impressions if you can, or a handful of clicks will swing the result.

If you use Vitals, impressions, clicks, closes and sign-ups for your popups are in the Popups analytics in your Vitals dashboard (sign-ups appear as captured emails).

What improvement should you aim for?

Use the table for your traffic band and store size rather than the overall median. A store doing 20 orders a month shouldn't compare itself with a store doing 2,000.

If you have under 100 impressions, the first job is getting the popup in front of more shoppers, not tuning the design. If you have 1,000 impressions or more and you're in the bottom 25% (under a 0.5% click rate), start by checking when and where your popups show, using the steps below. If you're below the median for your group, the median is a fair target. If you're at the median, the top 25% is the next step: a 3.0% click rate. The top 10% (5.3%) is mostly reached by established stores, so treat it as a ceiling rather than a goal.

Watch the other numbers as well. If your popup is shown on far more than 27% of page views and your click rate is under the median, the fix is probably to show it less, not to redesign it. If clicks are fine but sign-ups are under 0.9%, look at what the popup asks for: a shorter form usually helps.

How to get more clicks on your popups

Most of the gain comes from showing the right popup to the right shopper once, not from showing more of them.

1. Make sure it actually shows. Stores with under 100 impressions show a popup on 6.1% of page views. Check that the popup is published, not a draft or scheduled for later, and that its Pages setting covers the pages that get your traffic. If you run more than one popup, only one shows per page view, starting with the highest priority.
2. Show fewer popups on fewer pages. Among stores with 1,000+ impressions, the lowest-click-rate group (under 10 orders a month) shows a popup on the most page views, 36.4%. Take it off pages where shoppers are mid-purchase, like the cart: in the display rules, set Pages to "All pages except" and pick the cart page.
3. Wait before you show it. A popup that appears the instant a page loads gets closed before it's read. Give shoppers time to look around first: set a delay in seconds under "On page load", or trigger it on scroll depth or after a number of pages viewed.
4. Don't show it again to someone who closed it. A shopper who closed it once has told you what they think. Set a Frequency (in hours, days or weeks) so the popup waits before it comes back.
5. Make one offer, not several. One clear headline and one button. Ask for an email only: Contact fields also lets you ask for a phone number, and every extra field is another reason to close the popup.
6. Check it on a real phone. Use the mobile preview. On mobile a popup is always full width, so choose a Position (top, middle or bottom) and a close button style that's easy to tap, and make sure it doesn't cover key content or a chat widget.

You can set all of this up in the Vitals Popups App, in each popup's display rules.

Frequently asked questions

1. What is a good popup click rate on Shopify?

Among Shopify stores with 1,000 or more popup impressions, the median click rate is 1.5% and the top 25% reach 3.0%. Across all 1,992 stores in our data the median is 0.2%, because many stores have very little traffic.

2. What is a good popup sign-up rate?

For stores with 1,000 or more popup impressions, the median sign-up rate is 0.9% of impressions, about 9 sign-ups for every 1,000 popups shown. The top 25% reach 2.3% and the top 10% reach 4.0%. Impressions include popups that can't collect a contact, so a popup built to collect emails will do better.

3. How often do shoppers close a popup?

For stores with 1,000+ impressions, the median popup is closed 45.0% of the time it is shown. The bottom 25% of those stores see a close rate of 25.9% or less, and the top 25% see 61.5% or more.

4. How many page views should show a popup?

At the median store with 1,000+ impressions, a popup is shown on 27.4% of page views. The top 10% of those stores show one on 57.9% of page views. Stores with under 100 impressions show one on only 6.1%, and have a median click rate of 0.0%.

5. Are popups worth it for small stores?

They get fewer clicks and fewer sign-ups. Among stores with 1,000+ impressions, those with fewer than 10 orders a month have a 0.4% median click rate and a 0.3% sign-up rate, against 1.5% and 1.2% for stores doing 10 to 99 orders. Our data doesn't cover sales from popups. For other ways to lift sales, see the best Shopify apps to increase conversion rate.

6. What's the difference between click rate and close rate on a popup?

In this article, click rate is clicks on the popup's main button divided by the number of times it was shown, and close rate is closes divided by the number of times it was shown. A shopper can click and close the same popup, so the two rates don't add up to 100%.

Methodology and sources

Data: Vitals Popups analytics for the 1,992 Shopify stores that were active on Vitals when the data was pulled and showed at least one popup between 10 July and 7 October 2026 (the last 90 days). All of them are counted. We report two groups: the 720 stores with 1,000 or more popup impressions in that period, which are the headline numbers because below that line a few clicks swing a rate, and all 1,992 stores, shown alongside and by traffic volume. Vitals keeps this analytics data for 90 days, so this edition covers one quarter; later editions will add more. Every figure is the 25th percentile, median, 75th percentile or 90th percentile of per-store values. Rates for stores with very few impressions are noisy. We only show a group of stores, such as a Shopify plan or an order-value band, when it has at least 30 stores. With fewer than that, one or two unusual stores can move the median too much to trust. No shopper-level or store-identifying data is published. For how Vitals itself affects store speed, see our Shopify speed benchmark.

A click is a click on a popup's main button. Sign-ups are contacts captured by Vitals popups in the same period, divided by all popup impressions, including popups that can't collect contacts.

If you'd like to cite these numbers, please link to this page as "Vitals Popups Statistics 2026".