Nimble has certifications most brands don’t — B Corp certified, EcoVadis Gold rated, a real recycling program. Their popup mentions none of it. You’re about to see exactly where that’s costing them subscribers, and the fixed version I’d run instead.

If you’re not familiar, Nimble sell sustainable phone chargers, portable batteries, and wireless chargers made from recycled materials — exactly the kind of brand that should be teaching, not discounting.

Instead, the popup leads with a whopping 25% off, repeats atypo in the body copy, and asks you to “Continue” toward nothing in particular. Those are three things any charging brand on Amazon could copy by lunchtime.

That’s a real problem for a brand built on being different. Well, that’s exactly what we’re getting into today.

• Their actual score across all 7 categories (and it’s rough)
  ​
• The categories quietly costing them the most subscribers
  ​
• What their fixed popup looks like instead — headline, copy, and CTA

Let’s get into it.

After running Nimble’s popup through my free 15-Minute Popup Audit Kit, it scored 40/86 points across all 7 categories.

That’s a 47% — definitely a bit rough, but nowhere near the lowest I've seen (Lume Cube scored 11/39 on an earlier version of this framework).

Four of those categories account for most of the lost points for Nimble. Those are the ones worth fixing first.

OK, let’s break down what’s broken and how to fix it.

What Nimble gets right

Before getting into what’s broken, credit where it’s due:

• The mobile experience actually works. The popup fits the screen, the close button sits far enough from the email field that you won’t fat-finger a signup, and nothing overflows or cuts off.
  ​
• The close button is impossible to miss. A clean circular X sits top-right on both desktop and mobile — no hunting required.
  ​
• The desktop design uses real product photography. AirPods, a charger, and a phone laid out on marble — it looks like a brand, not a template.

These are real strengths. The problems below aren’t about starting over — they’re about closing the gap.

~

Problem 1: The copy describes nothing in particular

Score: 0/12 points

Nimble's product photography on desktop is genuinely good — it shows real gear in a real setting, not a stock photo of a laptop.

It's the same split I found in MOFT's popup: strong design up top, broken popup down below.

Then you read the body copy underneath the headline: “Save big and get exclusive offers offers when you sign up for email & SMS.”

Did you spot the typo?

I can't help myself.

Here it is:

Yep.

That’s sitting on their live site right now, in the one piece of copy every visitor reads before deciding whether to hand over their email.

“Save big” and “exclusive offers” are vague filler.

What’s the offer worth?

What’s “exclusive” mean here?

None of it gets answered.

Here’s how I’d fix it

Replace the body copy with one sentence that names the specific thing the subscriber gets and why it matters today — not “save big,” but the actual mechanism.

If Nimble swapped this for an educational email course like The Right Charger Decoder, this copy block becomes the place to say exactly what’s inside and why it’s worth three minutes of their inbox.

(If you want the five-day version of how to build one of these for your own brand, that's exactly what the free Popup Fix Kit walks through.)

~

Problem 2: The headline sells a discount instead of the brand’s actual edge

Score: 8/15 points

“Get 25% off!” is short and specific enough to score well on length and clarity.

But it’s also the exact headline you’ll see on any generic phone case brand on Amazon.

Nimble has the credentials to back a different headline entirely — and none of it shows up near the one piece of copy doing the most conversion work on the site.

The headline also runs the same on every page, whether you’re looking at a $30 battery or a $130 wireless charger, so it never speaks to what you actually came to look at.

Here’s how I’d fix it

Lead with the thing every visitor is actually unsure about instead of the discount.

“Stop guessing if your charger is actually fast” tells a visitor something specific and true, and it sets up an educational offer like The Right Charger Decoder instead of training them to wait for the next sale.

~

Problem 3: The CTA tells you nothing about what happens next

Score: 8/12 points

The button is doing its job visually — solid black, high contrast, impossible to miss against the white background.

But “Continue” is the button equivalent of a shrug.

It doesn’t tell the visitor what they’re continuing toward, and on a popup that’s already buried the actual offer in vague language, a vague CTA just compounds the problem.

Here’s how I’d fix it

Match the button text to whatever the offer actually is.

If the offer becomes an educational email course, “Send me the guide” tells the visitor exactly what happens after they click — no surprise, no second-guessing.

Problem 4: The mobile popup drops the one thing that made the desktop version credible

Score: 8/10 points

On desktop, Nimble pairs the popup with a real lifestyle photo — AirPods, a charger, and a phone on a marble countertop.

It’s the strongest part of the whole popup.

Open the same popup on mobile and that photo disappears entirely.

You get the logo, the headline, the form, and the button — no product, no context, nothing to look at while deciding whether this brand is worth an email address.

Here’s how I’d fix it

Even a cropped version of the same lifestyle shot above the headline on mobile would close that gap.

Most DTC brands design for desktop first and let mobile become an afterthought — but mobile is where somewhere around 60-70% of traffic actually lands.

Here’s my fixed popup

Fixed headline: Stop guessing if your charger is actually fast.

Fixed offer: Get The Right Charger Decoder — a free 3-day email crash course on wattage, cable certification, and charging standards, so you know exactly what you’re paying for before you buy. (Even if you’ve already returned a charger that didn’t work.)

Fixed CTA button: Send me the guide

Here’s the before and after

Lead with expertise, not 25% off.

Three things to take from this.

A popup is the cheapest real estate you have to make a first impression. Here’s what to steal for your own:

1. Your discount isn’t your differentiator. If a competitor could run your exact headline tomorrow, it’s not saying anything specific about your brand.
   ​
2. One typo undoes a good photo. Visitors don’t separate your design quality from your copy quality — they just leave.
   ​
3. Mobile gets the leftovers too often. If your best visual asset only shows up on desktop, you’re hiding it from most of your traffic.

A popup is the only place on the internet where two strangers agree to pretend a transaction is happening.

Lead with expertise, not 25% off.

Until next time, see ya!

Gannon

P.S. Want to know exactly where your own popup is losing subscribers?

The free 15-Minute Popup Audit Kit scores your popup across 7 categories in 15 minutes — and tells you exactly what to fix first.

​→ Click here to score your popup in 15 minutes​