Popup Cro

---
name: popup-cro
description: When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion — "exit intent," "lead capture popup," "email popup," "announcement banner," "scroll trigger," "sticky bar," or any interrupt-style conversion element. For forms outside popups, see form-cro. For page-level conversion, see page-cro.
category: marketing
tier: on-demand
---

# Popup CRO

Create popups that convert without annoying users or damaging brand perception.

## Initial Assessment

**Product context:** If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it first and tailor output to it; only ask for what it doesn't cover.

Before recommending, understand:

1. **Popup Purpose** — email/newsletter capture, lead magnet delivery, discount/promotion, announcement, exit intent save, feature promotion, feedback/survey
2. **Current State** — existing popup performance? triggers used? user complaints or feedback? mobile experience?
3. **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 the 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.

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## Trigger Strategies

### Time-Based
"Show after 5 seconds" is not recommended; "after 30-60 seconds" (proven engagement) is better. Best for general site visitors.

### Scroll-Based
Typically 25-50% scroll depth — indicates content engagement. Best for blog posts and 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 and lead gen. Mobile alternative: back button or scroll up.

### Click-Triggered
User initiates (clicks button/link), so zero annoyance. 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.

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## Popup Types

### Email Capture Popup
**Goal**: Newsletter/list subscription. Clear value prop (not just "Subscribe"), specific benefit of subscribing, single field (email only), consider an 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. 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. Clear discount (10%, $20, free shipping); deadline creates urgency; single use per visitor; easy-to-apply code.

### Exit Intent Popup
**Goal**: Last-chance conversion. Acknowledge they're leaving; different offer than the 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. 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. Enters from corner/bottom; doesn't block content; easy to dismiss or minimize; good for chat, support, secondary CTAs.

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## Design Best Practices

### Visual Hierarchy
1. Headline (largest, first seen)
2. Value prop/offer (clear benefit)
3. Form/CTA (obvious action)
4. Close option (easy to find)

### Sizing
Desktop: 400-600px wide typical; don't cover the entire screen. Mobile: full-width bottom or center, not full-screen. Leave space to close (visible X, click outside).

### Close Button
Keep visible (top right is convention) — users who can't find it bounce entirely. 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; a face if relevant (increases trust); minimal for speed; optional — copy can work alone.

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## 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 an 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."

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## Frequency and Rules

### Frequency Capping
Show maximum once per session; remember dismissals (cookie/localStorage); wait 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.

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## 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. Allowed: cookie notices, age verification, reasonable banners. Avoid: full-screen before content on mobile.

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## 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)

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## 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 for how they don't overlap.

### Test Hypotheses
Ideas to A/B test with expected outcomes.

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## Common Popup Strategies

### E-commerce
1. Entry/scroll: First-purchase discount
2. Exit intent: Bigger discount or reminder
3. Cart abandonment: Complete your order

### B2B SaaS
1. Click-triggered: Demo request, lead magnets
2. Scroll: Newsletter/blog subscription
3. Exit intent: Trial reminder or content offer

### Content/Media
1. Scroll-based: Newsletter after engagement
2. Page count: Subscribe after multiple visits
3. Exit intent: Don't miss future content

### Lead Generation
1. Time-delayed: General list building
2. Click-triggered: Specific lead magnets
3. Exit intent: Final capture attempt

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## Experiment Ideas

### Placement & Format Experiments

**Banner variations:** top bar vs. banner below header; sticky vs. static; full-width vs. contained; 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:** popup sizes on desktop and mobile; left vs. right corner for slide-ins; visibility without blocking content.

### Trigger Experiments

**Timing triggers:** exit intent vs. 30-second delay vs. 50% scroll depth; optimal time delay (10s vs. 30s vs. 60s); scroll depth percentage (25% vs. 50% vs. 75%); page count trigger (show after X pages viewed).

**Behavior triggers:** user intent prediction; specific page visits; return visitor vs. new visitor targeting; referral source.

**Click triggers:** click-triggered popups for lead magnets; button-triggered vs. link-triggered modals; in-content vs. sidebar triggers.

### Messaging & Content Experiments

**Headlines & copy:** attention-grabbing vs. informational headlines; "Limited-time offer" vs. "New feature alert" messaging; urgency-focused vs. value-focused copy; headline length and specificity.

**CTAs:** button text variations; button color for contrast; primary + secondary CTA vs. single CTA; decline text (friendly vs. neutral).

**Visual content:** countdown timers for urgency; with/without images; product preview vs. generic imagery; social proof in the popup.

### Personalization Experiments

**Dynamic content:** personalize on visitor data; industry-specific content; tailor to pages visited; progressive profiling (ask more over time).

**Audience targeting:** new vs. returning visitor messaging; segment by traffic source; target by engagement level; exclude already-converted visitors.

### Frequency & Rules Experiments

Frequency capping (once per session vs. once per week); cool-down period after dismissal; different dismiss behaviors; escalating offers over multiple visits.

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## Task-Specific Questions

1. What's the primary goal for this popup?
2. What's your current popup performance (if any)?
3. What traffic sources are you optimizing for?
4. What incentive can you offer?
5. Are there compliance requirements (GDPR, etc.)?
6. Mobile vs. desktop traffic split?

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## 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
- **ab-test-setup**: For testing popup variations