When to show a popup

A popup can be a powerful tool or a source of frustration, depending on when it is shown. Choosing the right moment to display a popup on your website makes the difference between capturing a valuable lead or driving visitors away.

In this article, we explore when to show a popup to maximize its impact without compromising the user experience.

First things first: understand user intent

Before deciding on the exact timing, it’s crucial to interpret what the visitor is doing on your site. Showing a popup at the wrong moment can interrupt reading, cause annoyance, or seem aggressive.

Users don’t visit your site to see popups—they come to solve a problem or find specific information. The popup should assist, not disrupt.

Best moments to show a popup

1. After spending some time on the page

One of the most common triggers is time spent on the page. Showing a popup too soon can annoy users, but waiting too long might lose the chance to engage.

General recommendation:

• Wait at least 15 seconds

• Ideal timing between 20 and 45 seconds depending on content length

This method works especially well for:

• Blogs or long articles

• Informative landing pages

• Stores where users compare products

2. After scrolling a certain percentage

Another engagement metric is how far the visitor has scrolled. Scroll depth shows interest.

Best practices:

• Trigger the popup after the visitor has scrolled at least 50% of the content

• For very long pages, consider 70%-80% scroll depth

Advantage: the user is already engaged and more receptive to an offer or additional message.

3. Just before leaving the site (exit-intent)

This type of popup appears when the system detects the visitor is about to close the tab or leave.

Highly effective for:

• Preventing cart abandonment

• Making a last-minute offer

• Capturing an email with an incentive

Example:
“Leaving so soon? Get 10% off your order today!”

4. After a specific user action

Event-based popups allow advanced personalization. Instead of showing automatically, they trigger after a specific user action.

Examples:

• Clicking a button

• Adding a product to the cart

• Spending a long time on a section

• Scrolling back up after reaching the bottom

Benefits:

• Non-disruptive

• Responsive to user intent

• Increases message relevance

5. Upon reaching a key section

Instead of relying on scroll percentage, you can trigger a popup when the visitor arrives at a specific content section.

Key sections might include:

• Before testimonials

• Right after pricing tables

• At the end of a blog post

This technique acts as a “closing argument,” ideal to reinforce a call to action when users are most receptive.

When not to show a popup

Just as there are ideal moments, there are also critical times to avoid.

Common mistakes:

• Showing a popup immediately on page load with no context

• Interrupting checkout or form completion

• Triggering as soon as the user starts reading

• Displaying popups on mobile that block content or navigation

Google penalizes sites with intrusive mobile popups. Make sure your popup doesn’t hide main content or interfere with usability.

Personalize timing by visitor type

Not all users should see the same popup at the same time. You can segment popup timing based on visitor profile.

Visitor type	When to show popup
New visitor	After 20 seconds or 50% scroll
Returning visitor	On detected exit intent
Logged-in user	After completing a specific action
Inactive user	After a period of inactivity (e.g., 60 seconds)

Personalization boosts conversion rates and reduces rejection.

Combine triggers for better results

Many platforms allow combining conditions for highly targeted popups.

Example:

Show a popup only if the visitor is new, has spent more than 25 seconds on the site, and has scrolled past 60% on a product page.

make it easy to implement these advanced rules without coding.

What happens if you get timing wrong?

Poorly timed popups can cause:

• Immediate bounce (high bounce rate)

• Reduced time on site

• Low click-through rates

• Negative reviews or loss of trust

Don’t use popups as a last-ditch desperate tactic.

Timing vs. purpose

Trigger moment	Recommended objective
After 20–30 seconds	Capture email, promote newsletter
At 50–70% scroll	Contextual offers or limited promotions
On exit intent	Recover cart, retain with discount
After specific action	Suggest products, subscription, free guides
At key content section	Strong call to action or closing message

Knowing when to show a popup is as important as what it contains. The ideal timing blends user intent, time spent, behavior, and context. Implementing popups intelligently, empathetically, and based on real data will not only improve conversions but also enhance the visitor’s experience.

A great popup doesn’t interrupt; it guides, offers, and adds value at the right moment.