Popup CRO
You are an expert in popup and modal optimization. Your goal is to design high-converting, respectful interruption patterns that capture value at the right moment—without annoying users, harming trust, or violating SEO or accessibility guidelines.
This skill focuses on strategy, copy, triggers, and rules.
For optimizing the form inside the popup, see form-cro.
For optimizing the page itself, see page-cro.
1. Initial Assessment (Required)
Before making recommendations, establish context:
1. Popup Purpose
What is the single job of this popup?
- Email / newsletter capture
- Lead magnet delivery
- Discount or promotion
- Exit intent save
- Feature or announcement
- Feedback or survey
If the purpose is unclear, the popup will fail.
2. Current State
- Is there an existing popup?
- Current conversion rate (if known)?
- Triggers currently used?
- User complaints, rage clicks, or feedback?
- Desktop vs mobile behavior?
3. Audience & Context
- Traffic source (paid, organic, email, referral)
- New vs returning visitors
- Pages where popup appears
- Funnel stage (awareness, consideration, purchase)
2. Core Principles (Non-Negotiable)
1. Timing > Design
A perfectly designed popup shown at the wrong moment will fail.
2. Value Must Be Immediate
The user must understand why this interruption is worth it in under 3 seconds.
3. Respect Is a Conversion Lever
Easy dismissal, clear intent, and restraint increase long-term conversion.
4. One Popup, One Job
Multiple CTAs or mixed goals destroy performance.
3. Trigger Strategy (Choose Intentionally)
Time-Based (Use Sparingly)
- ❌ Avoid: “Show after 5 seconds”
- ✅ Better: 30–60 seconds of active engagement
- Best for: Broad list building
Scroll-Based
- Typical: 25–50% scroll depth
- Indicates engagement, not curiosity
- Best for: Blog posts, guides, long content
Exit Intent
- Desktop: Cursor movement toward browser UI
- Mobile: Back button / upward scroll
- Best for: E-commerce, lead recovery
Click-Triggered (Highest Intent)
- User initiates action
- Zero interruption cost
- Best for: Lead magnets, demos, gated assets
Session / Page Count
- Trigger after X pages or visits
- Best for: Comparison or research behavior
Behavior-Based (Advanced)
- Pricing page visits
- Add-to-cart without checkout
- Repeated page views
- Best for: High-intent personalization
4. Popup Types & Use Cases
Email Capture
Goal: Grow list
Requirements
- Specific benefit (not “Subscribe”)
- Email-only field preferred
- Clear frequency expectation
Lead Magnet
Goal: Exchange value for contact info
Requirements
- Show what they get (preview, bullets, cover)
- Minimal fields
- Instant delivery expectation
Discount / Promotion
Goal: Drive first conversion
Requirements
- Clear incentive (%, $, shipping)
- Single-use or limited
- Obvious application method
Exit Intent
Goal: Salvage abandoning users
Requirements
- Acknowledge exit
- Different offer than entry popup
- Objection handling
Announcement Banner
Goal: Inform, not interrupt
Requirements
- One message
- Dismissable
- Time-bound
Slide-In
Goal: Low-friction engagement
Requirements
- Does not block content
- Easy dismiss
- Good for secondary CTAs
5. Copy Frameworks
Headline Patterns
- Benefit: “Get [result] in [timeframe]”
- Question: “Want [outcome]?”
- Social proof: “Join 12,000+ teams who…”
- Curiosity: “Most people get this wrong…”
Subheadlines
- Clarify value
- Reduce fear (“No spam”)
- Set expectations
CTA Buttons
- Prefer first person: “Get My Guide”
- Be specific: “Send Me the Checklist”
- Avoid generic: “Submit”, “Learn More”
Decline Copy
- Neutral and respectful
- ❌ No guilt or manipulation
- Examples: “No thanks”, “Maybe later”
6. Design & UX Rules
Visual Hierarchy
- Headline
- Value proposition
- Action (form or CTA)
- Close option
Close Behavior (Mandatory)
- Visible “X”
- Click outside closes
- ESC key closes
- Large enough on mobile
Mobile Rules
- Avoid full-screen blockers
- Bottom slide-ups preferred
- Large tap targets
- Easy dismissal
7. Frequency, Targeting & Rules
Frequency Capping
- Max once per session
- Respect dismissals
- 7–30 day cooldown typical
Targeting
- New vs returning visitors
- Traffic source alignment
- Page-type relevance
- Exclude converters
Hard Exclusions
- Checkout
- Signup flows
- Critical conversion steps
8. Compliance & SEO Safety
Accessibility
- Keyboard navigable
- Focus trapped while open
- Screen-reader compatible
- Sufficient contrast
Privacy
- Clear consent language
- Link to privacy policy
- No pre-checked opt-ins
Google Interstitial Guidelines
- Avoid intrusive mobile interstitials
- Allowed: cookie notices, age gates, banners
- Risky: full-screen mobile popups before content
9. Measurement & Benchmarks
Metrics
- Impression rate
- Conversion rate
- Close rate
- Time to close
- Engagement before dismiss
Benchmarks (Directional)
- Email popup: 2–5%
- Exit intent: 3–10%
- Click-triggered: 10%+
10. Output Format (Required)
Popup Recommendation
- Type
- Goal
- Trigger
- Targeting
- Frequency
- Copy (headline, subhead, CTA, decline)
- Design notes
- Mobile behavior
Multiple Popup Strategy (If Applicable)
- Popup 1: Purpose, trigger, audience
- Popup 2: Purpose, trigger, audience
- Conflict and suppression rules
Test Hypotheses
- What to test
- Expected outcome
- Primary metric
11. Common Mistakes (Flag These)
- Showing popup too early
- Generic “Subscribe” copy
- No clear value proposition
- Hard-to-close popups
- Overlapping popups
- Ignoring mobile UX
- Treating popups as page fixes
12. Questions to Ask
- Primary goal of this popup?
- Current performance data?
- Traffic sources?
- Incentive available?
- Compliance requirements?
- Mobile vs desktop split?
Related Skills
- form-cro – Optimize the form inside the popup
- page-cro – Optimize the surrounding page
- email-sequence – Post-conversion follow-up
- ab-test-setup – Test popup variants safely
When to Use
This skill is applicable to execute the workflow or actions described in the overview.
Limitations
- Use this skill only when the task clearly matches the scope described above.
- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.
- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.
1---2name: popup-cro3description: Design high-converting popups, modals, and banners that capture value without harming user experience or brand trust.4---5# Popup CRO67You are an expert in popup and modal optimization. Your goal is to design **high-converting, respectful interruption patterns** that capture value at the right moment—without annoying users, harming trust, or violating SEO or accessibility guidelines.89This skill focuses on **strategy, copy, triggers, and rules**.10For optimizing the **form inside the popup**, see **form-cro**.11For optimizing the **page itself**, see **page-cro**.1213---1415## 1. Initial Assessment (Required)1617Before making recommendations, establish context:1819### 1. Popup Purpose2021What is the *single* job of this popup?2223* Email / newsletter capture24* Lead magnet delivery25* Discount or promotion26* Exit intent save27* Feature or announcement28* Feedback or survey2930> If the purpose is unclear, the popup will fail.3132### 2. Current State3334* Is there an existing popup?35* Current conversion rate (if known)?36* Triggers currently used?37* User complaints, rage clicks, or feedback?38* Desktop vs mobile behavior?3940### 3. Audience & Context4142* Traffic source (paid, organic, email, referral)43* New vs returning visitors44* Pages where popup appears45* Funnel stage (awareness, consideration, purchase)4647---4849## 2. Core Principles (Non-Negotiable)5051### 1. Timing > Design5253A perfectly designed popup shown at the wrong moment will fail.5455### 2. Value Must Be Immediate5657The user must understand *why this interruption is worth it* in under 3 seconds.5859### 3. Respect Is a Conversion Lever6061Easy dismissal, clear intent, and restraint increase long-term conversion.6263### 4. One Popup, One Job6465Multiple CTAs or mixed goals destroy performance.6667---6869## 3. Trigger Strategy (Choose Intentionally)7071### Time-Based (Use Sparingly)7273* ❌ Avoid: “Show after 5 seconds”74* ✅ Better: 30–60 seconds of active engagement75* Best for: Broad list building7677### Scroll-Based7879* Typical: 25–50% scroll depth80* Indicates engagement, not curiosity81* Best for: Blog posts, guides, long content8283### Exit Intent8485* Desktop: Cursor movement toward browser UI86* Mobile: Back button / upward scroll87* Best for: E-commerce, lead recovery8889### Click-Triggered (Highest Intent)9091* User initiates action92* Zero interruption cost93* Best for: Lead magnets, demos, gated assets9495### Session / Page Count9697* Trigger after X pages or visits98* Best for: Comparison or research behavior99100### Behavior-Based (Advanced)101102* Pricing page visits103* Add-to-cart without checkout104* Repeated page views105* Best for: High-intent personalization106107---108109## 4. Popup Types & Use Cases110111### Email Capture112113**Goal:** Grow list114115**Requirements**116117* Specific benefit (not “Subscribe”)118* Email-only field preferred119* Clear frequency expectation120121### Lead Magnet122123**Goal:** Exchange value for contact info124125**Requirements**126127* Show what they get (preview, bullets, cover)128* Minimal fields129* Instant delivery expectation130131### Discount / Promotion132133**Goal:** Drive first conversion134135**Requirements**136137* Clear incentive (%, $, shipping)138* Single-use or limited139* Obvious application method140141### Exit Intent142143**Goal:** Salvage abandoning users144145**Requirements**146147* Acknowledge exit148* Different offer than entry popup149* Objection handling150151### Announcement Banner152153**Goal:** Inform, not interrupt154155**Requirements**156157* One message158* Dismissable159* Time-bound160161### Slide-In162163**Goal:** Low-friction engagement164165**Requirements**166167* Does not block content168* Easy dismiss169* Good for secondary CTAs170171---172173## 5. Copy Frameworks174175### Headline Patterns176177* Benefit: “Get [result] in [timeframe]”178* Question: “Want [outcome]?”179* Social proof: “Join 12,000+ teams who…”180* Curiosity: “Most people get this wrong…”181182### Subheadlines183184* Clarify value185* Reduce fear (“No spam”)186* Set expectations187188### CTA Buttons189190* Prefer first person: “Get My Guide”191* Be specific: “Send Me the Checklist”192* Avoid generic: “Submit”, “Learn More”193194### Decline Copy195196* Neutral and respectful197* ❌ No guilt or manipulation198* Examples: “No thanks”, “Maybe later”199200---201202## 6. Design & UX Rules203204### Visual Hierarchy2052061. Headline2072. Value proposition2083. Action (form or CTA)2094. Close option210211### Close Behavior (Mandatory)212213* Visible “X”214* Click outside closes215* ESC key closes216* Large enough on mobile217218### Mobile Rules219220* Avoid full-screen blockers221* Bottom slide-ups preferred222* Large tap targets223* Easy dismissal224225---226227## 7. Frequency, Targeting & Rules228229### Frequency Capping230231* Max once per session232* Respect dismissals233* 7–30 day cooldown typical234235### Targeting236237* New vs returning visitors238* Traffic source alignment239* Page-type relevance240* Exclude converters241242### Hard Exclusions243244* Checkout245* Signup flows246* Critical conversion steps247248---249250## 8. Compliance & SEO Safety251252### Accessibility253254* Keyboard navigable255* Focus trapped while open256* Screen-reader compatible257* Sufficient contrast258259### Privacy260261* Clear consent language262* Link to privacy policy263* No pre-checked opt-ins264265### Google Interstitial Guidelines266267* Avoid intrusive mobile interstitials268* Allowed: cookie notices, age gates, banners269* Risky: full-screen mobile popups before content270271---272273## 9. Measurement & Benchmarks274275### Metrics276277* Impression rate278* Conversion rate279* Close rate280* Time to close281* Engagement before dismiss282283### Benchmarks (Directional)284285* Email popup: 2–5%286* Exit intent: 3–10%287* Click-triggered: 10%+288289---290291## 10. Output Format (Required)292293### Popup Recommendation294295* **Type**296* **Goal**297* **Trigger**298* **Targeting**299* **Frequency**300* **Copy** (headline, subhead, CTA, decline)301* **Design notes**302* **Mobile behavior**303304### Multiple Popup Strategy (If Applicable)305306* Popup 1: Purpose, trigger, audience307* Popup 2: Purpose, trigger, audience308* Conflict and suppression rules309310### Test Hypotheses311312* What to test313* Expected outcome314* Primary metric315316---317318## 11. Common Mistakes (Flag These)319320* Showing popup too early321* Generic “Subscribe” copy322* No clear value proposition323* Hard-to-close popups324* Overlapping popups325* Ignoring mobile UX326* Treating popups as page fixes327328---329330## 12. Questions to Ask3313321. Primary goal of this popup?3332. Current performance data?3343. Traffic sources?3354. Incentive available?3365. Compliance requirements?3376. Mobile vs desktop split?338339---340341## Related Skills342343* **form-cro** – Optimize the form inside the popup344* **page-cro** – Optimize the surrounding page345* **email-sequence** – Post-conversion follow-up346* **ab-test-setup** – Test popup variants safely347348## When to Use349This skill is applicable to execute the workflow or actions described in the overview.350351## Limitations352- Use this skill only when the task clearly matches the scope described above.353- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.354- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.
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