TL;DR: During high-intent sales events like Black Friday Cyber Monday (BFCM), generic "10% off" sign-up forms underperform because they ignore the visitor's primary goal: the sale itself. By replacing a generic pop-up with a form that directly featured the specific BFCM offer, IM Digital helped peel-and-stick paint brand Samplize increase attributed revenue from on-site forms by 213% year-over-year. This hyper-relevant e-commerce pop-up strategy aligned the call-to-action with peak user intent, simultaneously boosting list growth by 98% and more than doubling the form's submission rate.
During major sales events, your website is flooded with high-intent traffic from shoppers ready to buy. Yet, many e-commerce brands greet these valuable visitors with a generic "sign up for 10% off" pop-up—the same form they run in the middle of a slow Tuesday in February. This disconnect is a massive missed opportunity, and it's the precise challenge IM Digital solved for Samplize during the crucial BFCM 2025 shopping season.
The Problem: Generic Forms Were Ignoring High-Intent BFCM Traffic
Samplize, the innovative peel-and-stick paint sample brand, already had on-site pop-up forms in place. The issue wasn't a lack of tools; it was a lack of relevance. The existing forms were not optimized to capitalize on the unique mindset of a Black Friday shopper, a period when site traffic and purchase intent are at their absolute peak.
A visitor who lands on your site during a Black Friday sale is on a mission. They are actively hunting for the exclusive deals you're promoting. When the first thing they see is a generic welcome offer, it creates friction. You're asking a ready-to-buy shopper to pause their primary task and care about something they didn't come for. The result is a low-performing asset at a high-stakes moment.
The Solution: A Hyper-Relevant Klaviyo Form Optimization
The IM Digital team recognized that the standard forms were a massively underutilized asset. The key wasn't to reinvent the pop-up but to re-engineer its purpose to match the visitor's immediate goal.
"We identified that the standard on-site forms were a massively underutilized opportunity for the high-intent traffic that BFCM brings. Instead of running a generic sign-up offer, we used Klaviyo forms to feature the specific BFCM offer prominently. This created a highly relevant and timely call to action for visitors, making it incredibly easy for them to opt in and convert."
Raquel Martin, (Previously) Marketing Specialist at IM Digital
Raquel Martin is a certified Klaviyo specialist who worked at IM Digital, focusing on creating data-driven email and SMS marketing strategies that enhance customer lifecycle value for e-commerce brands.
This strategic shift collapsed two separate user journeys into one. The action of opting into the email list became the same action as claiming the limited-time sale offer. A shopper's first interaction with the brand was no longer a distraction; it was their direct path to purchase.
The Results: Tripling Revenue with a Single Strategic Tweak
By matching the on-site form to the user's high-intent mission, the results were immediate and dramatic. This Klaviyo form optimization proved that relevance is a powerful revenue multiplier.
| Metric | Previous Year (BFCM 2024) | Optimized (BFCM 2025) | Percentage Change |
|---|---|---|---|
| Attributed Revenue | $10,800 | $33,800 | +213% |
| New Subscribers | 769 | 1,522 | +98% |
| Form Submit Rate | 0.96% | 1.90% | +98% |
Read the full Samplize case study for more on the partnership.
Analysis: Why This E-commerce Pop-Up Strategy Was So Effective
The remarkable success of this campaign wasn't driven by a larger discount or a massive increase in ad spend. It was the result of fundamentally aligning the on-site experience with the visitor's existing intent.
The Power of Removing Friction
When the offer on the pop-up perfectly matches the reason a person is on the site, friction evaporates. The user isn't being asked to make two separate decisions ("Should I sign up for emails?" and "Where is the sale?"). Instead, they are presented with a single, unified action that serves their primary goal. This seamless motion is what caused the form's submit rate to nearly double.
Converting Intent into Action, Instantly
This strategy recognizes that your pop-up form is prime real estate, especially during a high-traffic sales event. By transforming it from a passive list-growth tool into an active conversion driver, you capitalize on purchase intent the moment it's highest. For Samplize, this single change more than tripled the revenue attributed to those forms, proving that the same traffic can convert at a vastly different rate when the path is made clear and relevant.
Key Takeaway for Your Business
For any brand heading into a high-traffic period, this case study offers a clear blueprint. Running your everyday, generic pop-up form during your biggest sale of the year leaves significant money on the table.
Match the form to the moment. When your on-site messaging aligns perfectly with your visitor's intent, you don't just capture an email but you capture a customer.
If you're looking to apply this kind of high-intent, lifecycle-driven strategy to your own store, our growth marketing team can help. And if you're looking for a partner to manage that continuously across your entire commerce program - not just around big sales moments - TotalCare brings our full team into your operation year-round.
