Let them see the jacket first

The worst second in most online stores is the first one.

You click an ad. The store opens. And before you see ONE product, a big box jumps in your face: "Get 10% off! Enter your email".

I close it. Everybody closes it. Some people close the whole tab and never come back.

Think about it - this person came to see the jacket from the ad. Not to join your newsletter. You didn't even say hello yet and you already ask for something.

And now it's black friday season, so every store adds one more popup, one more banner, one more countdown timer on top. The product is somewhere under all of it.

Let them look first. Show the offer after they scrolled a bit, or quietly in the top bar. Your email list will grow anyway, from people who actually LIKED something.