This week, I saw a $40 screen protector brand confuse everyone with their popup. And it’s the same mistake that might be hurting your conversions too.

The brand is Paperlike. They make screen protectors with paper-feel texture for iPad writers and artists. When I visited their site, the popup quickly confused me about what they were selling.

Let’s break down what’s killing their conversions—and why this matters for your brand.

I want to help you turn website traffic into cash. We can do this with email lists that convert, so you won’t need to rely on discounts.

Let’s check out Paperlike’s popup:

Why Paperlike caught my attention

Paperlike makes premium iPad screen protectors and accessories for digital creators, artists, and note-takers.

Their claim to fame is the paper-feel texture that transforms your glossy iPad screen into something that works beautifully with the Apple Pencil.

But here are the problems costing them subscribers

Problem 1: The popup fires after 5 seconds (before anyone understands what Paperlike does)

That’s not a typo…5 seconds.

That’s barely enough time to see the hero image, let alone understand why a screen protector costs $40 instead of $12 on Amazon.

Here’s how I’d fix it:

Set the trigger to 60+ seconds or use scroll depth (like 40% down the page). Better yet, use exit-intent so you catch people right before they leave. This lets visitors see the product, learn about the paper-feel technology, and grasp its value.

Problem 2: Offering the planner without connecting it to the product

“Get Your Free Paperlike Digital Planner Today!”

The digital planner is actually brilliant—way better than the usual 10% off discount. But the copy doesn’t explain WHY a screen protector company is giving you a planner.

What does this planner have to do with screen protectors?

How does it connect to paper texture or Apple Pencil control?

Here’s how I’d fix it:

Connect the freebie directly to an educational email course that shows why the product matters for planning success.

The popup offer could be:

Plan like a pro with the iPad setup artists actually use

FREE DIGITAL PLANNER + The iPad Planning Blueprint

Everything you need to turn your iPad into a natural planning system that actually sticks—without fighting glossy screens, losing your handwriting habit, or wasting $1,000 on a device you never use

Better social proof: “Over 150,000 digital artists trust Paperlike for the perfect writing surface”

Now the planner isn’t just a random freebie—it’s the tool you’ll use while learning the complete system.

Here’s a peak into the 5-day email course:

• Day 1: Why paper-feel matters for planning habits
• Day 2: The 3 mistakes killing iPad planning (wrong screen protector, too many apps, no daily reset)
• Day 3: How to set up your planning system from scratch
• Day 4: Simple upgrades (Apple Pencil tips, templates, daily review rituals)
• Day 5: Best practices for staying consistent long-term

See the difference?

You’re not just giving away a planner. You’re educating people on why their current iPad setup isn’t working—and positioning Paperlike as the solution they discover through the course.

Bonus opportunity:

Paperlike already has two additional freebies on their site—a Mindfulness Journal and a Digital Journal. Smart move offering options.

But here’s the smarter play: instead of making people hunt for them or choose between them upfront, deliver them strategically inside the same email course.

• Day 2 of the course: “P.S. Also grab your free Mindfulness Journal template”
• Day 3 of the course: “P.S. Here’s your free Digital Journal for daily note-taking”

This approach works because people already opted in for one thing. Giving them surprise bonuses during the course costs you nothing and keeps open rates high.

Problem 3: Two-step popup forcing people to choose newsletter preferences before they opt in

After clicking to grab the planner, you hit a second screen with this:

“Are you a creator? Or doer? Or both?”

Then you’re forced to choose between Art and Productivity newsletters with 8 different checkbox options (Art & Illustration, Graphic Design, Business Notetaking, etc.).

This creates massive decision fatigue before visitors even commit to joining your list. They have to think about whether they’re a “creator” or a “doer,” pick multiple categories, then maybe get their planner.

That’s two steps when it should be one.

Here’s how I’d fix it:

One headline, one offer, one button.

Ask about preferences in your welcome email where you can explain what each newsletter includes and why it matters.

Less friction means more signups.

And you can track which freebies people grab to auto-segment them based on behavior instead of forcing them to self-identify upfront.

Here’s my fixed popup:

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

Fixed headline: Turn your iPad into a natural planning system that actually sticks

Fixed subheadline: FREE DIGITAL PLANNER + The iPad Planning Blueprint

Fixed offer: Everything you need to turn your iPad into a natural planning system—without fighting glossy screens, losing your handwriting habit, or wasting $1,000 on a device you never use

Fixed CTA button: SEND ME THE PLANNER + BLUEPRINT

Fixed input: Email only (no two-step process, no category selections)

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

Fixed social proof: “Over 150,000 digital artists trust Paperlike for the perfect writing surface”

Then in the 5-day email course:

• Day 1: Why paper-feel matters for planning habits + “P.S. Grab your free Mindfulness Journal”
• Day 2: The 3 mistakes killing iPad planning (wrong screen protector, too many apps, no daily reset)
• Day 3: How to set up your planning system from scratch + “P.S. Here’s your free Digital Journal”
• Day 4: Simple upgrades (Apple Pencil tips, templates, daily review rituals)
• Day 5: Best practices for staying consistent long-term

Here’s a quick before-and-after comparison

See the difference?

Education builds buyers. Random freebies build freebie seekers.

OK that’s it for today.

Until next time, see ya!

Gannon

P.S. This is the 12th DTC brand popup I’ve fixed. If you’re getting something valuable from them, hit reply and say “I dig it.”