I just analyzed LitONES’s popup, and something immediately caught my eye.

They’re sitting on a goldmine of remote work customers but their email capture feels like it was built in 2019.

I spent almost 2 hours breaking down every piece of their popup strategy—from timing triggers to mobile experience—and found 4 major conversion leaks.

I do this same analysis during strategy calls with consumer electronic and remote work tech brands. But because you’re subscribed to this newsletter, you’re getting it for free.

Ready? Here’s the LitONES popup:

And here's what it looks like on mobile:

Why LitONES

They sell desk lamps for video calls using “Sunshine Simulation” technology—side-emitting LEDs that create natural lighting instead of harsh direct light. Products range from $50-$150.

The problem is, their popup doesn’t mention any of their value proposition.

Let’s break down 4 core components of their popup:

1. Headline effectiveness and offer strategy

Here’s what they’re doing well: The word “community” suggests there’s value beyond just a transaction.

Here’s what they could do better: “Join our community” is vague and the “UNLOCK 10% OFF” button immediately contradicts any community-building message by screaming discount.

They’re training customers to only buy when there’s a sale.

Plus, there’s no mention of what makes their lighting special or why someone would want to be part of this community.

Remote workers don’t wake up thinking “I need to join a lighting community”—they wake up thinking “I look terrible on Zoom calls.”

Here’s how I’d fix it: Replace with a specific educational offer that solves their actual problem.

Something like: “5 lighting mistakes making you look unprofessional on video calls (and how to fix them).”

This speaks directly to the pain point remote workers have.

Then offer a free 5-day email course that teaches them about proper home office lighting—while naturally positioning LitONES products as the solution.

That builds trust through education instead of bribing people with discounts.

2. Call-to-action buttons

Here’s what they’re doing well: The bright yellow button stands out and is easy to tap on mobile.

Here’s what they could do better: “UNLOCK 10% OFF” is purely transactional and creates no anticipation or curiosity.

And it doesn’t tell people what happens next—do they get an email?

A code?

A guide?

More importantly, it’s training people to only care about price instead of value.

Here’s how I’d fix it: Change to “Send me the free course” or “Fix my lighting now.”

This creates curiosity about what they’ll learn while positioning them as the expert who can solve their problem.

When people sign up for education instead of a discount, they’re much more likely to actually buy because they understand the value of what you’re selling.

3. Timing trigger

Here’s what they’re doing well: The popup loads quickly without lag or technical issues.

Here’s what they could do better: Showing up right after the page loads is pushy.

People just arrived and haven’t seen your products yet.

It’s like walking into a store and having a salesperson block the door asking for your email before you’ve looked around.

Most people will close it out of reflex.

Here’s how I’d fix it: Add a 60-second delay or trigger after scrolling 40% down the page.

Let people see those beautiful desk lamp photos and understand what makes their side-emitting technology different.

Then make your move when they’re actually engaged.

4. Close/exit options

Here’s what they’re doing well: The X button is visible and easy to find in the top right corner on both devices.

Here’s what they could do better: When someone clicks X, they’re left with nothing.

That’s valuable, wasted traffic.

These people were interested enough to visit your site but not ready to commit yet.

They’re basically saying “give me your email or get nothing.”

That’s a missed opportunity to capture some level of engagement.

Here’s how I’d fix it: Add a two-step exit intent offer.

When someone moves to close, show a smaller offer like “Not ready yet? Get our quick checklist: 3 signs your video lighting is hurting your professional image.”

This gives hesitant visitors a smaller commitment option and keeps the conversation going.

Here’s my fixed popup:

Let’s look at each piece of the popup to make it crystal clear for you to see the fixes:

Fixed headline: 5 lighting mistakes making you look unprofessional on video calls

Fixed offer: Get the free Home Office Lighting Blueprint—a 5-day email course that shows you exactly how to fix your lighting (even if you’ve tried ring lights and still look washed out)

Fixed CTA button: Send me the free course

Fixed subtext: Learn why overhead lights create shadows, how to eliminate eye strain by 2PM, and which lighting actually makes you look professional—without buying expensive camera equipment.

See the difference?

Instead of bribing people with 10% off, they can focus on teaching them why proper lighting matters and positioning their products as the natural solution.

People who go through this course will understand the value of side-emitting technology and full-spectrum lighting—making them much more likely to buy at full price.

And here’s a before-and-after view:

Quick tips

→ Lead with education, not discounts: A 5-day email course teaching home office lighting builds more trust than 10% off ever will

→ Name your offer like a physical product: “The Home Office Lighting Blueprint” feels more valuable than “free lighting tips”

→ Solve the actual problem in your headline: “5 mistakes making you look unprofessional” speaks directly to what remote workers worry about

Which brand's popup should I fix next?

I’m always on the lookout for tech companies using creative popups and email strategies.

Hit reply and let me know.

Until next time, see ya!

Gannon

P.S. Want these kinds of fixes for your brand? Book a free call here​

I offer free 30-minute strategy calls for DTC tech accessory brands.

On the call, I’ll walk you through:

• The top 3 conversion leaks on your popup or email capture system
• How to replace discount offers with educational content that actually converts
• And how to build an automated 5-day email course that turns subscribers into customers—all on autopilot

You’ll get the same level of insight I gave LitONES—including a custom email course outline for your specific product and audience.

​Book a free strategy call with me​