Hey there! I can’t cite any sources but would recommend you test them yourself since every site and business and customer base is different.

I also think each may serve a different purpose. The popup interstitial is rooted more on impulse (in the moment) and an embedded form is typically a long-term staple capture activation on your site.

Again, I’d test both, see what you find out and then come update us!

In my experience, a pop up allows you to serve the form when you think it’s got the highest probability to capture the customers data. To find when this probability is the highest you will have to do some testing on your own site, every audience and product is different.

I would encourage you to test multiple timings, designs, and data fields depending on the persona you’re trying to capture.

A/B testing generally shows that pop-ups with embedded forms tend to capture more emails than static embedded forms alone, especially when triggered based on engagement (e.g., time on page, scroll depth, or exit intent). However, pop-ups can also negatively impact user experience if too intrusive. The effectiveness depends on timing, design, and audience behavior. If possible, running your own A/B test would provide the best data for your specific audience.

Thanks everyone for your replies. Appreciate the time, effort and thought afforded.

Food for thought and definite direction of travel clear to pursue. Will update when I establish the facts and get the figures from first hand experience