Should You Include Discount Codes on Your Pop-Up Forms?

Adding a discount code to your pop-up might seem like a small detail, but it can significantly affect your conversion rate, user experience, and total revenue.

So, what’s better: showing the code upfront or sending it via email?

Let’s break down what consistently performs better and how to apply it.

The Real Question Isn’t “Should You Include a Code?”

It’s Where You Show It That Counts

Offering an incentive like "10% off" is one of the most effective ways to grow your email list. But how you deliver that discount matters.

Many email marketers recommend hiding the code until after the subscriber checks their inbox. This can boost email open rates and make the welcome series look like it is driving more sales.

But this strategy can actually hurt your real-world conversions.

Why Sending Codes via Email Can Lower Conversions

Imagine a new visitor signs up and sees this:
“Check your inbox for your discount.”

Here’s what often happens next:

• They leave your site to check their inbox
• They get distracted by other promotional emails
• They forget why they signed up
• They never return or never use the code

You’ve created friction between their interest and their purchase. That small delay might be all it takes to lose the sale.

Why On-Form Codes Convert Better

Showing the discount code on the final step of your form keeps things simple. Users can stay focused on checking out instead of digging through their inbox. You do not want to force your reader to leave your site to then go into their inbox, to then give you money via copying and pasting their discount code from an email into the checkout.

If you're using Shopify, you can auto-apply the code at checkout using a URL parameter in your call-to-action button, no copying or pasting required.

When using Alia, the same holds true as it would for any pop-up. Create interactive pop-ups, and on the final step, display the discount. It’s a subtle shift that can improve the experience and lead to more completed purchases.

Does Showing the Code Hurt Email Attribution?

Technically, yes.

When the discount is only available by email, platforms like Klaviyo attribute more revenue to the welcome series. That is because users must open the email to access the code.

But in most cases, those users were going to buy anyway. The email didn’t cause the purchase, it just got credit for it.

If you're aiming for real growth, it’s better to track actual conversions than chase inflated attribution numbers.

Want more on how other technical factors like deliverability impact your email results? Read this post to learn how to make your strategy work harder and get more of your emails actually seen.

How to Optimize Your Pop-Up Forms for Better Performance

Here are a few best practices to boost your results.

1. Keep the First Step Simple

Only ask for an email address at first. That’s it. Additional fields like name or SMS can come later. The simpler the form, the more likely people are to complete it.

2. Use Multi-Step Forms

After capturing the email, add a follow-up question:

• Are you shopping for yourself or someone else?
• Is this for a business or a personal purchase?

These answers help you create segmented welcome flows that feel more relevant and increase engagement over time.

Here’s a great breakdown of how user actions and segmentation power automated email flows.

3. Optimize for Device Type

Create both desktop and mobile versions of your form. Pop-ups display differently depending on the device, and your design should perform well on all screen sizes.

Prioritize Revenue, Not Just Email Stats

If your analytics show that the welcome series generates less revenue after you switch to this strategy, do not panic.

What you are seeing is a dip in attributed revenue, not a drop in real sales. More people are converting faster because they do not need to leave your site to use the code.

By removing steps and reducing friction, you create a better user experience.

That means more people finish their purchases, and your store earns more from the traffic you already have.

Final Tip: Make the Code Easy to Use

Showing the code is great, but auto-applying it at checkout makes it effortless.

Asking users to copy and paste adds another barrier. Use smart redirect links so the discount follows them into the cart.

Takeaway

When it comes to pop-up forms, the goal isn’t just to grow your list. It’s to convert new visitors into customers quickly.

That is why showing your discount code on the final step of your form, instead of hiding it in the inbox, is a smart move for your users and your bottom line.

Test the approach, track your on-site conversions, and continue to improve your setup.

Make the journey smoother, and the results tend to follow.