This week, I checked out Freewrite—a brand making distraction-free writing tools for people tired of fighting their own laptops.

Their Smart Typewriter and Traveler devices run $600-$700. No internet. No apps. Just you and the page. It’s basically a typewriter that syncs to the cloud.

Perfect for writers who can’t focus with 47 browser tabs open—I certainly know NOTHING about that LOL.

But when I hit their site ready to learn more, their popup immediately made me question if they understand their own customers.

Let’s break down what’s killing their conversions—and why this matters if you’re selling anything that requires thought before buying.

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

Here’s their popup on desktop and mobile:

But here are the problems costing them subscribers.

I’m going to score Freewrite’s popup across 4 key categories from my 15-minute popup audit kit. Each category has a point value based on conversion impact—54 points total. The lower the score, the more conversions they’re losing.

Problem 1: Leading with “Save 50% Today” (for a $600 writing tool)

Scored 4/15 points

“Delete Distractions + Save 50% Today”

When you sell a $600 distraction-free writing tool, leading with a discount trains visitors to wait for Black Friday. If someone needs 50% off to justify your product, they’re not your customer.

Worse, the offer is buried and confusing: “unlock 50% off a Felt Sleeve with any device purchase.”

What’s a felt sleeve?

Why do I care about an accessory discount when I’m still deciding if I want the actual device?

Here’s how I’d fix it: Replace the discount with a 5-day email course that educates people on why distraction-free writing works—and what it takes to actually finish that novel sitting in your drafts folder.

Call it something like: “The Focus Framework”

The offer could be: Avoid the 5 mistakes that lead to abandoned drafts sitting in your folder for years, constant tab-switching killing your flow, and never actually finishing that novel you started (even if you’ve tried every productivity app).

See the difference?

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

Problem 2: The popup fires after 5 seconds (before anyone’s decided anything)

Scored 4/12 points

Five seconds.

Ouch.

That’s barely enough time to see the hero image, let alone read about their e-ink screens, understand their philosophy, or check the product specs.

Here’s how I’d fix it: Set the trigger to 60+ seconds or scroll depth (like 40% down the page).

Better yet, use exit-intent so you catch people right before they leave. This gives visitors time to browse, understand the value, and actually want to hear from you.

When you interrupt at 5 seconds, you’re training people to close popups without reading them.

You might do this all the time without even thinking.

Problem 3: The mobile experience is worse (and most traffic is mobile)

Scored 7/15 points

On desktop, at least you get a product photo. On mobile? Just text on a light blue background taking up 75% of the screen.

The popup also appears at the same time as their warehouse sale banner and a browser notification request. That’s three interruptions in 5 seconds. Most people will close everything and never come back.

Here’s how I’d fix it: Keep the product imagery on mobile (it’s your best sales tool). Make the close button bigger and easier to tap. Delay the timing to 60+ seconds or exit-intent. And never, ever stack three popups at once.

Problem 4: “Get My Code” trains people to think about discounts, not value

Scored 8/12 points

“Get My Code” is transactional language that works for impulse purchases. But Freewrite isn’t an impulse buy—it’s a $600 considered purchase that requires education first.

Here’s how I’d fix it: Change the CTA button to match the educational offer. Something like “Send Me The Framework” or “Start Day 1” positions you as a teacher, not a discount dispenser.

The button should promise the next step in their journey, not a coupon code.

Here’s my fixed popup:

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

Fixed headline: Finish your first draft in 90 days (without fighting distractions)

Fixed offer: Free 5-day course: “The Focus Framework” - Avoid the 5 mistakes that lead to abandoned drafts sitting in your folder for years, constant tab-switching killing your flow, and never actually finishing that novel you started (even if you’ve tried every productivity app).

Fixed CTA button: START DAY 1

Fixed input: Email only (no phone number, no confusing felt sleeve mentions)

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

What makes this version better?

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

It leads with pain, not features. The offer focuses on specific, tangible problems writers face—abandoned drafts, tab-switching, unfinished novels—instead of generic “distraction” talk. People don’t buy solutions to abstract problems.

It whispers to the objection. Adding “even if you’ve tried every productivity app” disarms the “I’ve tried everything” skeptic and makes them feel understood.

It removes all friction. One email field, one button, no confusing accessory offers. You can ask about device preferences after you’ve earned trust.

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

Here’s a quick before-and-after comparison to show the differences:

Freewrite’s final score: 23/54 points

Sadly, that’s a 43%—a failing grade. They’re leaving a huge pile of potential conversions on the table.

Most of the lost points came from leading with discounts (scored 4/15) and aggressive timing (scored 4/12). Both are easy fixes that don’t require design changes—just better strategy.

If you’re selling premium products ($100+), your popup should educate and qualify, not interrupt and discount.

Lead with expertise, not 50% off.

Want to see how your popup scores?

I put together a 15-minute audit kit that walks you through scoring your own popup across 7 conversion categories.

​→ Grab the audit kit here​

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.