Last week, I dove deep into Lofree’s website popup. I spent about 60 minutes analyzing their email capture strategy across both desktop and mobile. I was curious to see how they turn visitors into email subscribers.

I use this same breakdown during strategy calls with DTC tech accessory brands. My goal is to help them turn website visitors into buyers without relying on discounts.

Want one for your brand? Book a free strategy call with me.​

Ready? Here’s Lofree’s popup:

Why Lofree?

​Lofree grabbed my attention because they’re crushing it in the mechanical keyboard space. Founded by designer Tim Chu (who has 20+ years experience and 150+ products under his belt), they’ve sold over 200,000 units of their DOT series alone and 50,000+ transparent keyboards worldwide.

Their keyboards range from $49-$239, positioning them in the premium-but-accessible range.

They blend retro design with modern tech while pioneering the ‘2m²’ concept—helping people design their perfect 2-square-meter workspace.

It’s brilliant positioning that goes beyond selling keyboards to selling workspace transformation.

Let’s break down 5 core components of their popup:

1. Headline and offer strategy

Here’s what they’re doing well: They’re clear about the discount amount (10%) and it applies to all products, which removes decision paralysis.

Here’s what they could do better: “10% off All Products” is the most generic headline in the book. It screams “This is the best I can offer you.” Plus, they’re training customers to only buy when there’s a discount—a dangerous game that kills margins and creates bargain hunters instead of brand lovers.

Here’s how I’d fix it: Replace with outcome-focused copy like “Get your first mechanical keyboard setup guide”. Lead with education, follow with value. Lofree’s whole brand is about creating that styled 2m² space—lean into that instead of competing on price.

2. Call-to-action button

Here’s what they’re doing well: “Submit” is clean and simple, and the dark button creates good contrast against the light form.

Here’s what they could do better: “Submit” doesn’t reinforce any value or create anticipation about what happens next. It’s a missed chance to build momentum toward the conversion.

Here’s how I’d fix it: Change to “Design my 2m²“ or “Grab the free starter guide”—copy that connects to their signature concept and makes people excited about transformation.

3. Timing trigger

Here’s what they’re doing well: The popup appears quickly, which catches attention while people are still engaged.

Here’s what they could do better: Immediate popups like this can feel pushy and interrupt the browsing experience. Visitors need time to understand your brand and see your products before being asked to commit. Right now it’s like asking someone to marry you on the first date.

Here’s how I’d fix it: Add a 60-second delay or trigger after scrolling 25% down the page. Let people see those beautiful keyboards first, then make your move.

4. Mobile vs desktop experience

Here’s what they’re doing well: The popup is responsive and maintains the same core elements across devices. The mobile version uses appropriate sizing for touch interactions.

Here’s what they could do better: They’re serving identical offers to mobile and desktop users. Mobile visitors often have different intent—they might be browsing during their commute or looking for quick info rather than making purchase decisions. Desktop users are more likely to want detailed guides and see all the product specs.

Here’s how I’d fix it: Create device-specific offers. Mobile could focus on “Text me when new keyboards drop” while desktop offers the full setup guide experience. Match the offer to how people actually use each device.

5. Close/exit options

Here’s what they’re doing well: The X button is visible and properly sized on both desktop and mobile.

Here’s what they could do better: When someone clicks the X button (to close the popup), they’re left with nothing. This is a dead end that wastes traffic instead of capturing some level of engagement. You’re basically saying “all or nothing” when you could be building a relationship.

Here’s how I’d fix it: Add a soft close option like “Maybe later” that triggers a smaller, less intrusive follow-up. Even capturing just an email for “new product alerts only” is better than losing them completely.

Here’s my fixed popup:

Fixed headline: New to mechanical keyboards?

Fixed offer: Avoid these 5 mistakes that lead to wasted money on the wrong board, typing pain after 30 minutes, and buyers remorse that makes you go back to your old membrane keyboard (even if you think all keyboards are the same)

Fixed CTA button: Grab the free starter guide

See the difference?

The offer strategy is WAY more compelling.

And here’s a before-and-after view:

Lofree’s popup has solid bones—it’s responsive, visually clean, and functional. But they’re making the classic mistake of leading with discounts instead of value.

Here’s what’s costing them conversions: generic discount messaging, a generic CTA, aggressive timing, and a weak strategy for people who aren’t ready to commit yet. These are all easy fixes that could boost their popup conversion rate by 40-60%.

The goal isn’t to bribe people with discounts. It’s to attract people who actually want what you’re selling.

Want to see YOUR popup get the same treatment? Book a free 30-minute strategy call with me—I’ll show you exactly what’s broken and how to fix it.

Quick tips

→ Replace discount headlines with outcome promises: “New to mechanical keyboards?” beats “10% off” every time

→ Use your unique brand language: Lofree’s ‘2m²’ concept is gold, but their popup never mentions it

→ Make your CTA button copy exciting: “Submit” is boring, “Grab the free starter guide” creates anticipation

→ Add exit intent value: When people say no, give them something smaller instead of nothing

Which tech brand popup should I break down next? Hit reply and let me know!

Until next time, see ya! 👋

Gannon

P.S. Seeing these fixes, you’re probably wondering what YOUR popup is costing you.

Get your Lofree-style popup audit in a free 30-minute call—I’ll show you exactly what’s broken and how to fix it.

Heads up: I only do 3 of these audits per week, and next week is filling up fast.