This week, I broke down one of the most beautiful workspace brands on the internet.

As someone who nerds out over premium desk setups, Grovemade has always been on my radar. Their handcrafted walnut desk shelves?

Chef’s kiss 🤌

But when I visited their site to finally pull the trigger on a desk mat, their popup stopped me in my tracks.

Let’s break down what’s killing their conversions—and probably yours too.

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

Let’s check out Grovemade’s popup:

Why Grovemade caught my attention

Grovemade makes handcrafted desk accessories from premium materials like walnut, maple, and oak. Think monitor stands, desk shelves, keyboard trays, and cable management—all built in Portland, Oregon.

Founded in 2009, they’ve built a cult following among designers, developers, and remote workers who care about quality workspace aesthetics.

Their products range from $50-$500+, positioning them squarely in the premium tier.

What they’re doing right

Let’s start with the good stuff:

Clean, minimal design. The popup matches their brand aesthetic perfectly. No clutter, easy to read, and the charcoal gray background feels premium.

Works on both mobile and desktop. The mobile version doesn’t feel cramped or overwhelming. It’s positioned at the bottom where thumbs can easily reach the close button.

Clear close option. Unlike some brands that make you hunt for the X, Grovemade puts “Close” right where you’d expect it.

Simple ask. Just email, no phone number or shipping address nonsense.

These fundamentals matter. But here’s where things start to fall apart…

But here are the problems that are costing them subscribers

Problem #1: Leading with a discount (for a $300 desk shelf)

“Get started building your dream home office with 10% off your first order.”

When you sell handcrafted walnut accessories at premium prices, leading with a discount tells customers to wait for a better deal.

Grovemade isn’t competing with Amazon Basics. They’re selling heirloom-quality pieces that should last 10+ years. But this popup trains visitors to see them as “expensive” rather than “valuable.”

If someone needs 10% off to buy a $200 monitor stand, they’re not your customer anyway.

Here’s how I’d fix it: Replace the discount with a 5-day email course on materials that last vs. materials that fail. This attracts buyers who think long-term, not bargain hunters looking for a quick deal.

Problem #2: A generic “dream office” fluff

“Get started building your dream home office…”

This could be anyone. IKEA could say this. Wayfair could say this. There’s nothing here that says “handcrafted in Portland from premium walnut.”

The copy doesn’t explain why Grovemade’s desk pad is worth $120 when you can get one on Amazon for $25.

Here’s how I’d fix it: Lead with specific material benefits: “Stop buying desk accessories that fall apart in 6 months.” Then highlight what makes Grovemade different—solid walnut that ages beautifully, not particle board that chips and warps.

Problem #3: A transactional CTA that screams “discount hunter”

“GET CODE”

This button tells me exactly one thing: you’re here for the discount, not the newsletter.

Compare that to a CTA like “Send me the guide” or “Show me what lasts.” One builds a relationship, the other builds a discount list.

Here’s how I’d fix it: Change the CTA to “Send me the blueprint” or “Show me what lasts 10+ years.” This frames the exchange as valuable content, not a coupon code that expires in 48 hours.

Problem #4: A text-only popup for a brand that sells visual craftsmanship

The popup is just charcoal gray with white text. No product photos, no walnut grain, no cable management transformation shots.

This is wild for a brand whose entire value proposition is “look how beautiful this handcrafted walnut is.”

When you’re selling premium workspace aesthetics, your popup should showcase what makes you worth the premium. Right now, it could be selling office supplies from Staples.

Here’s how I’d fix it: Add a clean, organized Grovemade desk setup. This creates instant visual desire while reinforcing the transformation you’re selling.

Problem #5: Missing the craftsmanship story

Grovemade’s whole thing is handcrafted, premium materials that last decades. But you’d never know that from this popup.

There’s no mention of solid walnut, no talk about heirloom quality, nothing about why handcrafted matters.

Here’s how I’d fix it: Add a single line below the email field: “Handcrafted in Portland from solid walnut, maple, and steel—built to last decades, not months.” This reminds visitors why they’re paying premium prices in the first place.

Here’s my fixed popup:

Fixed headline: Stop buying desk accessories that fall apart in 6 months

Fixed offer: Free 5-day course: “The Minimalist Workspace Blueprint” - Learn which materials warp, peel, and break within a year (and which ones age beautifully for decades)

Fixed CTA button: SEND ME THE BLUEPRINT

Fixed close option: “Maybe later” instead of just “Close”

Fixed visual: Add a clean, organized Grovemade desk setup photo.

What makes this version better?

It leads with a problem, not a discount. “Stop buying desk accessories that fall apart in 6 months” hits the pain point directly. Anyone who’s bought cheap Amazon accessories knows this feeling. This positions Grovemade as the solution to a real problem, not just another brand offering 10% off.

It emphasizes materials and longevity. “5 materials that actually last 10+ years” speaks directly to quality-conscious buyers. You’re not selling accessories. You’re selling expertise on what makes things last.

The offer provides actual value over 5 days. Instead of a discount code, you’re giving them a mini-education on materials that last vs. materials that fail. This builds trust and positions Grovemade as the expert—so when they’re ready to buy, they know exactly why solid walnut is worth more than particle board.

The CTA is value-focused. “Send me the blueprint” feels like getting something valuable, not just grabbing a discount code to maybe use later.

Visual storytelling sells the perfect workspace. The beautiful workspace does what the text can’t—it shows the emotional payoff of investing in quality. This helps visitors visualize the problem-solving value rather than just reading about it.

Better close option. “Maybe later” is softer than “Close” and could trigger a secondary offer like “Get notified when we launch new products” without the discount.

Here's a quick before and after comparison.

Grovemade makes beautiful, premium products. But their popup strategy is working against them by:

• Training customers to wait for discounts
• Not explaining why handcrafted quality matters
• Attracting discount hunters instead of quality buyers
• Missing the opportunity to show their craftsmanship visually
• Using generic copy that any furniture brand could steal

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

Lead with expertise, not 10% off.

OK that’s it for today.

Until next time, see ya! 👋

Gannon

P.S. A lot of people ask me this before grabbing the free 15-Minute Popup Audit Kit: “What if I score low — does that mean I need to rebuild my entire popup from scratch?” So, just so you know… Not always.

A lot of the fixes are small changes — headline rewrites, adjusted timing, a better CTA button.

The audit tells you exactly where the problem is, so you’re not guessing or overhauling things that are already working.

Which means you can often fix your biggest conversion leak in an afternoon.

BUT if you do need a bigger overhaul, you’ll know exactly why — and what to prioritize first.

​Score your popup →​