This week, I looked at a brand that’s now the top choice for leather cases since Apple ended theirs.

After getting burned by cheap Amazon cases that peel in three months, a good friend recommended Bullstrap. Their full-grain leather iPhone cases age like a good wallet—something that I might actually want to use for years.

But when I hit their site ready to drop $89 on a case, their popup immediately made me question if they understand their own value.

Let’s break down what’s killing their conversions—and why this matters if you’re selling anything over $50.

My goal is to help you turn website traffic into cash through email lists that convert without discount bribing.

Let’s check out Bullstrap’s popup:

Why Bullstrap caught my attention

Bullstrap makes premium leather goods—cases, wallets, watch bands, and desk accessories. Their iPhone cases run $89, positioning them squarely in the “quality over cheap” tier.

Their full-grain leather develops a unique patina—each case ages differently based on how you use it.

Their brand philosophy is simple: “Plastic doesn’t patina, but leather remembers you.” In a world full of disposable products, they make things that wear in instead of wearing out.

Their trackable wallets have built-in Find My support, and everything they make is backed by a lifetime warranty.

But here are the problems costing them subscribers

Problem 1: The popup fires after 5 seconds (before anyone’s ready to commit)

Let me say that again...5 seconds.

That’s barely enough time to scroll past the hero image, let alone browse their cases, compare colors, or read any reviews.

Here’s how I’d fix it: Set the trigger to 60+ seconds or use scroll depth (like 50% down the page). Better yet, use exit-intent so you catch people right before they leave. This gives visitors time to browse, understand the quality, and actually want to stay on the site.

Problem 2: Leading with 10% off (for an $89 leather case)

“GET 10% OFF”

When you sell full-grain leather that lasts for years, leading with a discount trains visitors to wait for a holiday sale. If someone needs $9 off to justify an $89 case, they’re not your ideal customer.

Here’s how I’d fix it: Replace the discount with a 5-day email course that educates people on why most cases fail—and what actually lasts.

Call it: “The Real vs. Fake Blueprint”

The offer could be:

See the difference?

This attracts buyers who think long-term, not bargain hunters refreshing for coupon codes.

Problem 3: Vague “events and product launches” copy

“Stay connected on events and receive the latest product launches.”

There’s nothing here that explains why Bullstrap’s leather is worth $89 when Amazon has “leather” cases for $20. The copy misses key points—full-grain leather, patina development, their “real recognizes real” philosophy.

Here’s how I’d fix it: Lead with the specific problem that connects to Bullstrap’s brand story.

Instead of “Stay connected on events and receive the latest product launches,” try:

Then follow with the course subtitle:

This speaks directly to people who are tired of the replacement cycle. It positions Bullstrap as the expert on quality materials, not just another case brand offering 10% off.

Problem 4: Asking for a phone number with scary SMS legal text

After clicking your product preference, the popup asks for your phone number.

Not your email. Your phone number.

And below the input field? A wall of tiny legal text about “recurring auto-dialed marketing SMS” and “artificial or prerecorded voices” and data rates and consent terms.

This instantly triggers “they’re going to spam text me” anxiety.

Here’s how I’d fix it: Stick with email for the educational course. The CTA becomes simple:

Just one email field. No phone number. No legal disclaimers. No trust barriers.

If you want phone numbers later, ask in the Day 3 email after you’ve already delivered value and explained why full-grain leather matters. At that point, people trust you and understand your expertise.

Problem 5: Making people choose preferences before seeing the offer

“Product Preferences: Men’s / Women’s / I Want It All”

This creates decision fatigue before visitors even know what they’re signing up for. They have to make a choice, then get asked for a phone number, then maybe see their discount code.

That’s three steps when it should be one.

Here’s how I’d fix it: One headline, one offer, one button. Ask about preferences in the welcome email where you can explain why it matters.

Less friction means more signups. And once people are in your course learning why full-grain leather matters, they’re way more likely to actually buy.

Here’s my fixed popup:

Fixed timing trigger: 60+ seconds or exit-intent instead of 5 seconds

Fixed headline: Stop buying cases that need to be replaced in 6 months

Fixed offer: Free 5-day course: “The Real vs. Fake Blueprint” - Learn which case materials peel and crack within months (and which ones develop character for years, like full-grain leather)

Fixed CTA button: SEND ME THE BLUEPRINT

Fixed input: Email only (no phone number, no legal text)

Fixed close option: “Maybe later” instead of just the X

What makes this version better?

It gives people time to fall in love with the product. Exit-intent or 60+ seconds means they’ve seen what makes Bullstrap different before you ask for anything.

It educates instead of bribing. The 5-day course teaches people why $89 makes sense before they ever see a checkout page. By Day 5, they understand patina, leather grades, and the replacement cycle trap.

It removes all friction. One email field, one button, no legal disclaimers. You can ask about preferences and phone numbers after you’ve earned trust.

The course does the selling work. Each day explains a specific reason why Bullstrap costs more—and why it’s worth it. Education builds buyers, discounts build bargain hunters.

Here’s a quick before and after comparison

See the difference?

If you’re selling premium products ($75+), your popup should educate and qualify, not interrupt and discount.

Lead with expertise, not 10% off.

OK that’s it for today.

Until next time, see ya!

Gannon

P.S. If you want me to break down your brand’s popup strategy, just hit reply. I’d love to check it out.