You’re likely sitting on a goldmine of customer data… but not all data is created equal.
In a world where privacy is king, zero party data—information that shoppers willingly provide, like their preferences, interests, and needs—has become more valuable than ever.
It’s the most reliable data you can use to deliver personalized experiences throughout your marketing funnel, improve customer loyalty, and drive revenue.
But how do you capture this data in a way that’s engaging, scalable, and impactful?
The answer lies in website pop-ups, a tool you’re likely already using for list growth.
But if you’re only using them for that, you’re missing out on their full potential. Here’s how to level up your strategy and turn ecommerce pop-ups into your data-capturing powerhouse.

Step 1: Design ecommerce pop-ups that ask the right questions
While website pop-ups are often seen as a tool to welcome visitors and invite them to join your email/SMS program, they should play a much bigger role in your marketing strategy. To capture useful zero party data, your pop-ups need to do more than just focus on list growth.
Whether it’s through exit intent pop-ups, post-purchase pop-ups, or behavior-based pop-ups, the key is to ask questions that can help you move a buyer further down your marketing funnel. After all, the answers you get are only as good as the questions you ask.
Segmentation questions
Instead of just offering a discount or free shipping in return for signing up, ask visitors about their preferences (e.g., “What’s your favorite product category?”). This way, you’re not just growing your list—you’re collecting valuable data that can be used for personalized follow-ups.
Take maternity and nursing fashion brand Seraphine, for example.

On their pop-up they ask one simple question when visitors opt in to learn if they’re expecting, if they’ve already had their baby, or if they’re interested in all the products.
This single question provides a valuable zero party data point that allows Seraphine to personalize the onsite experience immediately. They can also send this data to their retention marketing platforms for even deeper segmentation via email, SMS, and push. In this case, Seraphine sends this valuable data back to Ometria.
After asking the initial question and collecting the email, they ask for one more data point—the baby’s due date or birth date—depending on the shopper’s initial response.
Then, Seraphine can create highly personalized marketing campaigns based on the baby’s and mother’s stage, delivering relevant content at the right time.
Behavior-driven questions
Trigger your ecommerce pop-ups based on user behavior. For example, if a visitor adds something to their cart but doesn’t check out, ask them if they need help or what’s stopping them from completing the purchase.

Andie Swim implemented a smart exit intent pop-up to catch shoppers just before they left the site. The pop-up asked, “Before you go, why did you choose to leave?” with multiple choice options like “I don’t know my size,” “Prices are too high,” and “Didn’t reach Free Shipping threshold.”
These responses give the Andie Swim team direct insights into the obstacles preventing visitors from converting, allowing the brand to adjust their marketing strategies and even tweak their product offerings to meet customer expectations. This shows pop-ups’ ability to play a valuable role in conversion rate optimization.
Post-purchase questions
After a shopper completes their purchase, follow up with a pop-up asking how they heard about your brand, feedback on their experience, or what they’re shopping for next.

This is crucial data for personalized retargeting and future recommendations to increase customer lifetime value. It also helps to get a better understanding of where customers are coming from so you can double down on the most effective channels.
Step 2: Use the zero party data you collect to create personalized campaigns
Once you’ve captured zero party data, you need to activate it across all of your marketing channels (think email marketing, sms marketing, Google Ads retargeting, mobile apps, etc…).
This data organically creates highly engaging campaigns by making every interaction with a shopper more personal, relevant, and timely.
By feeding zero party data collected through website pop-ups into your marketing campaigns, you can make sure that every interaction feels relevant.
For example, with the Digioh + Klaviyo integration, this data flows seamlessly to power tailored campaigns based on what shoppers care most about. The more relevant your messaging, the more likely subscribers will stay engaged with your brand.
Here are a few ways to put that data to work for you:
Personalized email flows

Use the information you collected through your pop-ups—such as product preferences, pain points, or interests—to create email flows that feel personalized for every recipient.
Let’s say a visitor signs up through your pop-up and tells you that frizzy hair is their biggest beauty challenge. Use that information to send them an email sequence that focuses on your product line for frizzy hair.
Additionally, you can use zero party data in hide/show blocks inside of email service providers like Klaviyo. For example, Evenflo may choose to show a specific CTA like “Shop Infant Car Seats” to a customer who they know has a baby on the way.
Or Pvolve may choose to show an email heading “Best Equipment for Beginners” to a subscriber who signed up via their email pop-up and said they have no workout experience.
This makes emails instantly relevant and click for a subscriber opposed to generic cookie cutter experiences.
Segmented SMS campaigns
Personalization in SMS campaigns is key to driving engagement and conversions. If your pop-up captured a visitor's phone number along with their favorite product type, you can send them SMS updates about new arrivals, limited-time offers, or restocks related to their preferences to make every text message feel timely and relevant.
Whether you use Klaviyo, Yotpo, Postscript, Attentive, or virtually any other messaging platform, use this valuable zero-party data to get better ROI from your SMS program.
With how expensive it is to acquire an SMS subscriber, this helps you minimize the dreaded unsubscribe by ensuring all messaging stays relevant throughout the journey.
Retargeting with personalized offers
Retargeting is even more effective when based on the zero party data you’ve collected through your website pop-ups. Zero-party data helps you cut through the noise and deliver retargeting ads that actually resonate with individual shoppers—leading to higher conversion rates and more efficient ad spend.
Instead of one-size-fits-all ads, use this data to deliver personalized offers that resonate with each shopper’s interests.
If a visitor engages with a pop-up and shares interest in a certain product or collection, retarget them with ads promoting that product or collection. You can even offer a tailored incentive, like a personalized discount, to re-engage them.
Cross-channel personalization
Pop-ups should be the foundation of your cross-channel marketing strategy. The data you collect can power personalized interactions across all your channels—email, SMS, and even on-site experiences.
For example, a shopper engages with your pop-up and subscribes to your marketing in exchange for a discount. They also shared what they’re looking for.
This data can then be used to personalize the shopper’s experience, no matter which channel they engage with you next.
Step 3: Measure and optimize
Data-driven marketing is all about iteration. Once your ecommerce pop-ups are live and collecting zero party data, the next step is to measure their performance and optimize them for even better results.
Pay attention to metrics like opt-in rates, time on site, and conversion rates post-interaction. Are visitors who engage with your pop-ups more likely to make a purchase? If not, you might consider adjusting the flow of your follow-up campaigns or refining your targeting to better match customer intent.
You also might want to A/B test your pop-ups, whether that’s the design, messaging, or incentives. Testing even small variations can reveal what resonates most with your audience and lead to significant improvements in performance.
Digioh’s drag and drop editor makes it easy to experiment with different copy, call-to-action buttons, or imagery to see what drives the highest engagement. Plus, our robust testing capabilities make it easier than ever to find winning pop-ups so your strategy stays continuously optimized.
Lastly, don’t forget about frequency caps and targeting rules. Overexposing visitors to pop-ups can lead to banner blindness, so make sure you’re not serving the same pop-up too often. Optimize the timing to feel natural and useful in the customer journey.
Using pop-ups to collect zero-party data isn’t just about driving conversions—it’s about building long-term relationships with your customers through personalized, efficient marketing that keeps them coming back.

The days of one-size-fits-all marketing are long gone. To really stand out, you need to get personal—and that starts with zero party data. Digioh’s pop-ups make it easy to capture and activate zero party data at scale, helping you turn every site visitor into a loyal shopper.