What Was Holding Them Back
This was one change, not four — so what follows is how we found it rather than what we built. Tap and attention data pointed at the popup, and we tested removing it rather than redesigning it.
Clarity tap data exposed 6,295 dismissals per 100k views — pure friction, no value.
Scroll and attention data showed the popup firing inside the highest-value window.
Nothing else changed. No copy, no layout, no offer — so the result meant one thing.
Instead of redesigning the popup, we removed it entirely to measure its true cost.
"We had assumed the popup was earning its place collecting emails. It turned out to be costing us more than it was collecting."
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