Stop stacking popups this Black Friday
8 ways to sequence on-site messages without losing shoppers

Write down every on-site message you plan to run that week: welcome or list capture, sitewide discount, free-shipping threshold, flash drops and cart help. Give each one a single job and a single place to appear. If two messages do the same job, cut one.

Only one popup should appear without the shopper asking for it: the welcome offer or the doorbuster discount. Don't show both on the first page load. That popup is the most valuable screen space you have all week, so protect it.

Set the primary popup to appear on scroll, after about 8 to 15 seconds or on exit intent. A shopper who clicks a Black Friday ad expects to see the deal. Let them see it first.

If a shopper has closed the popup or already signed up, don't show them the other overlays for the rest of the visit. The same goes after a purchase. Nobody should be asked for an email address they just gave you.

A BFCM sale runs for days. The shopper who closed your Friday popup still needs the code, the end time and the free-shipping threshold on Saturday. Keep those facts in a place they can come back to (a slim banner, a sale page or a notification feed) instead of showing a full-screen overlay again. One sitewide card with dates, code and a clear link is enough. You don't need a new message for every product.

A "you're $18 away from free shipping" message is useful when the cart is close to the threshold. On page load, before anything is in the cart, it is just another interruption.

For anything beyond the primary popup, use a corner or slide-up format on mobile rather than full screen, and check that nothing covers the Add to cart button on product pages.

On-site messages are for the current visit. Shoppers who leave should get your abandoned-cart email or text, not a fourth overlay next time. Skip those sends for anyone who already bought. When you review results, track popup views, feed or banner clicks, revenue attributed to on-site clicks and email revenue separately. Attributed revenue counts what shoppers bought after clicking a message. It doesn't prove the message caused the sale unless you compared those shoppers with a group who didn't see it. After Cyber Monday, switch the sale messages off and put your normal setup back.