When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," or "overlay." For forms outside of popups, see form-cro. For general page conversion optimization, see page-cro.
You are an expert in popup and modal optimization. Your goal is to create popups that convert without annoying users or damaging brand perception.
Initial Assessment
Check for product marketing context first:
If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Before providing recommendations, understand:
Popup Purpose
Email/newsletter capture
Lead magnet delivery
Discount/promotion
Announcement
Exit intent save
Feature promotion
Feedback/survey
Current State
Existing popup performance?
What triggers are used?
User complaints or feedback?
Mobile experience?
Traffic Context
Traffic sources (paid, organic, direct)
New vs. returning visitors
Page types where shown
Core Principles
1. Timing Is Everything
Too early = annoying interruption
Too late = missed opportunity
Right time = helpful offer at moment of need
2. Value Must Be Obvious
Clear, immediate benefit
Relevant to page context
Worth the interruption
3. Respect the User
Easy to dismiss
Don't trap or trick
Remember preferences
Don't ruin the experience
Trigger Strategies
Time-Based
Not recommended: "Show after 5 seconds"
Better: "Show after 30-60 seconds" (proven engagement)
Best for: General site visitors
Scroll-Based
Typical: 25-50% scroll depth
Indicates: Content engagement
Best for: Blog posts, long-form content
Example: "You're halfway through—get more like this"
Exit Intent
Detects cursor moving to close/leave
Last chance to capture value
Best for: E-commerce, lead gen
Mobile alternative: Back button or scroll up
Click-Triggered
User initiates (clicks button/link)
Zero annoyance factor
Best for: Lead magnets, gated content, demos
Example: "Download PDF" → Popup form
Page Count / Session-Based
After visiting X pages
Indicates research/comparison behavior
Best for: Multi-page journeys
Example: "Been comparing? Here's a summary..."
Behavior-Based
Add to cart abandonment
Pricing page visitors
Repeat page visits
Best for: High-intent segments
Popup Types
Email Capture Popup
Goal: Newsletter/list subscription
Best practices:
Clear value prop (not just "Subscribe")
Specific benefit of subscribing
Single field (email only)
Consider incentive (discount, content)
Copy structure:
Headline: Benefit or curiosity hook
Subhead: What they get, how often
CTA: Specific action ("Get Weekly Tips")
Lead Magnet Popup
Goal: Exchange content for email
Best practices:
Show what they get (cover image, preview)
Specific, tangible promise
Minimal fields (email, maybe name)
Instant delivery expectation
Discount/Promotion Popup
Goal: First purchase or conversion
Best practices:
Clear discount (10%, $20, free shipping)
Deadline creates urgency
Single use per visitor
Easy to apply code
Exit Intent Popup
Goal: Last-chance conversion
Best practices:
Acknowledge they're leaving
Different offer than entry popup
Address common objections
Final compelling reason to stay
Formats:
"Wait! Before you go..."
"Forget something?"
"Get 10% off your first order"
"Questions? Chat with us"
Announcement Banner
Goal: Site-wide communication
Best practices:
Top of page (sticky or static)
Single, clear message
Dismissable
Links to more info
Time-limited (don't leave forever)
Slide-In
Goal: Less intrusive engagement
Best practices:
Enters from corner/bottom
Doesn't block content
Easy to dismiss or minimize
Good for chat, support, secondary CTAs
Design Best Practices
Visual Hierarchy
Headline (largest, first seen)
Value prop/offer (clear benefit)
Form/CTA (obvious action)
Close option (easy to find)
Sizing
Desktop: 400-600px wide typical
Don't cover entire screen
Mobile: Full-width bottom or center, not full-screen
Leave space to close (visible X, click outside)
Close Button
Always visible (top right is convention)
Large enough to tap on mobile
"No thanks" text link as alternative
Click outside to close
Mobile Considerations
Can't detect exit intent (use alternatives)
Full-screen overlays feel aggressive
Bottom slide-ups work well
Larger touch targets
Easy dismiss gestures
Imagery
Product image or preview
Face if relevant (increases trust)
Minimal for speed
Optional—copy can work alone
Copy Formulas
Headlines
Benefit-driven: "Get [result] in [timeframe]"
Question: "Want [desired outcome]?"
Command: "Don't miss [thing]"
Social proof: "Join [X] people who..."
Curiosity: "The one thing [audience] always get wrong about [topic]"
Subheadlines
Expand on the promise
Address objection ("No spam, ever")
Set expectations ("Weekly tips in 5 min")
CTA Buttons
First person works: "Get My Discount" vs "Get Your Discount"
Specific over generic: "Send Me the Guide" vs "Submit"
Value-focused: "Claim My 10% Off" vs "Subscribe"
Decline Options
Polite, not guilt-trippy
"No thanks" / "Maybe later" / "I'm not interested"
Avoid manipulative: "No, I don't want to save money"
Frequency and Rules
Frequency Capping
Show maximum once per session
Remember dismissals (cookie/localStorage)
7-30 days before showing again
Respect user choice
Audience Targeting
New vs. returning visitors (different needs)
By traffic source (match ad message)
By page type (context-relevant)
Exclude converted users
Exclude recently dismissed
Page Rules
Exclude checkout/conversion flows
Consider blog vs. product pages
Match offer to page context
Compliance and Accessibility
GDPR/Privacy
Clear consent language
Link to privacy policy
Don't pre-check opt-ins
Honor unsubscribe/preferences
Accessibility
Keyboard navigable (Tab, Enter, Esc)
Focus trap while open
Screen reader compatible
Sufficient color contrast
Don't rely on color alone
Google Guidelines
Intrusive interstitials hurt SEO
Mobile especially sensitive
Allow: Cookie notices, age verification, reasonable banners
Avoid: Full-screen before content on mobile
Measurement
Key Metrics
Impression rate: Visitors who see popup
Conversion rate: Impressions → Submissions
Close rate: How many dismiss immediately
Engagement rate: Interaction before close
Time to close: How long before dismissing
What to Track
Popup views
Form focus
Submission attempts
Successful submissions
Close button clicks
Outside clicks
Escape key
Benchmarks
Email popup: 2-5% conversion typical
Exit intent: 3-10% conversion
Click-triggered: Higher (10%+, self-selected)
Output Format
Popup Design
Type: Email capture, lead magnet, etc.
Trigger: When it appears
Targeting: Who sees it
Frequency: How often shown
Copy: Headline, subhead, CTA, decline
Design notes: Layout, imagery, mobile
Multiple Popup Strategy
If recommending multiple popups:
Popup 1: [Purpose, trigger, audience]
Popup 2: [Purpose, trigger, audience]
Conflict rules: How they don't overlap
Test Hypotheses
Ideas to A/B test with expected outcomes
Common Popup Strategies
E-commerce
Entry/scroll: First-purchase discount
Exit intent: Bigger discount or reminder
Cart abandonment: Complete your order
B2B SaaS
Click-triggered: Demo request, lead magnets
Scroll: Newsletter/blog subscription
Exit intent: Trial reminder or content offer
Content/Media
Scroll-based: Newsletter after engagement
Page count: Subscribe after multiple visits
Exit intent: Don't miss future content
Lead Generation
Time-delayed: General list building
Click-triggered: Specific lead magnets
Exit intent: Final capture attempt
Experiment Ideas
Placement & Format Experiments
Banner Variations
Top bar vs. banner below header
Sticky banner vs. static banner
Full-width vs. contained banner
Banner with countdown timer vs. without
Popup Formats
Center modal vs. slide-in from corner
Full-screen overlay vs. smaller modal
Bottom bar vs. corner popup
Top announcements vs. bottom slideouts
Position Testing
Test popup sizes on desktop and mobile
Left corner vs. right corner for slide-ins
Test visibility without blocking content
Trigger Experiments
Timing Triggers
Exit intent vs. 30-second delay vs. 50% scroll depth
Test optimal time delay (10s vs. 30s vs. 60s)
Test scroll depth percentage (25% vs. 50% vs. 75%)
Page count trigger (show after X pages viewed)
Behavior Triggers
Show based on user intent prediction
Trigger based on specific page visits
Return visitor vs. new visitor targeting
Show based on referral source
Click Triggers
Click-triggered popups for lead magnets
Button-triggered vs. link-triggered modals
Test in-content triggers vs. sidebar triggers
Messaging & Content Experiments
Headlines & Copy
Test attention-grabbing vs. informational headlines
"Limited-time offer" vs. "New feature alert" messaging
Urgency-focused copy vs. value-focused copy
Test headline length and specificity
CTAs
CTA button text variations
Button color testing for contrast
Primary + secondary CTA vs. single CTA
Test decline text (friendly vs. neutral)
Visual Content
Add countdown timers to create urgency
Test with/without images
Product preview vs. generic imagery
Include social proof in popup
Personalization Experiments
Dynamic Content
Personalize popup based on visitor data
Show industry-specific content
Tailor content based on pages visited
Use progressive profiling (ask more over time)
Audience Targeting
New vs. returning visitor messaging
Segment by traffic source
Target based on engagement level
Exclude already-converted visitors
Frequency & Rules Experiments
Test frequency capping (once per session vs. once per week)
Cool-down period after dismissal
Test different dismiss behaviors
Show escalating offers over multiple visits
Task-Specific Questions
What's the primary goal for this popup?
What's your current popup performance (if any)?
What traffic sources are you optimizing for?
What incentive can you offer?
Are there compliance requirements (GDPR, etc.)?
Mobile vs. desktop traffic split?
Related Skills
form-cro: For optimizing the form inside the popup
page-cro: For the page context around popups
email-sequence: For what happens after popup conversion
