Goal: Create popups that convert without annoying users or damaging brand perception.Documentation Index
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Tools Required
This skill runs using CORE memory only. No integrations required.Trigger
Run on demand when the user wants to design or optimize popups and modals.Setup
Search memory for:- “What’s the popup goal (email capture, lead magnet, discount)?”
- “What’s your current popup performance?”
- “What triggers are you using?”
“What’s the primary popup goal? (1) Email capture / (2) Lead magnet / (3) Discount / (4) Announcement? And what’s your target audience (new / returning / both)?”Store the response in memory. Do not ask again in future runs.
Step 1: Choose Popup Type
Select based on your goal:- Email capture: Newsletter subscription
- Lead magnet: Exchange content for email
- Discount/promotion: First purchase incentive
- Exit intent: Last-chance conversion
- Announcement banner: Site-wide communication
- Slide-in: Less intrusive engagement
- Feedback/survey: Gather user input
Step 2: Select Trigger Strategy
Match trigger to goal:Time-Based
- 30-60 seconds is proven engagement threshold
- Too early = annoying interruption
- Too late = missed opportunity
Scroll-Based
- 25-50% scroll depth indicates engagement
- Good for blog posts, long-form content
- Signals genuine interest
Exit Intent
- Detects cursor moving to close/leave
- Last chance to capture value
- Mobile alternative: back button or scroll up
Click-Triggered
- User initiates (click to download, etc.)
- Zero annoyance factor
- Best for specific offers
Behavior-Based
- Add to cart abandonment
- Pricing page visitors
- Repeat page visits
- High-intent signals
Page Count / Session-Based
- Show after visiting X pages
- Indicates research/comparison behavior
Step 3: Design Popup Layout
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
- Mobile: Full-width bottom or center
- Always leave space to close (visible X, click outside)
Close Button
- Keep visible (top right is convention)
- Large enough to tap on mobile
- “No thanks” text link as alternative
- Click outside to close
Step 4: Write Compelling Copy
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”
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”
Step 5: Set Frequency Rules
Frequency capping:- Show maximum once per session
- Remember dismissals (cookie/localStorage)
- 7-30 days before showing again
- Respect user choice
- New vs. returning visitors (different needs)
- By traffic source (match ad message)
- By page type (context-relevant)
- Exclude converted users
- Exclude recently dismissed
- Exclude checkout/conversion flows
- Consider blog vs. product pages
- Match offer to page context
Step 6: Plan Multiple Popups (If Using)
If using multiple popups, define conflict rules:| Popup | Goal | Trigger | Audience | Frequency |
|---|---|---|---|---|
| 1 | Email capture | 30-sec delay | All visitors | Once/session |
| 2 | Discount offer | Exit intent | New visitors | Once per visit |
| 3 | Feature promo | Scroll 50% | Returning users | Once/7 days |
Step 7: Measure and Optimize
Track:- Impression rate: % of visitors who see popup
- Conversion rate: Impressions → Submissions
- Close rate: How many dismiss immediately
- Engagement: Time before dismissal
- Trigger timing (5s vs. 30s vs. 50% scroll)
- Copy variations (curiosity vs. benefit)
- Design variations (centered modal vs. slide-in)
- CTA button color and text
- Mobile presentation
- Form fields (email only vs. email + name)
- Pricing display (percentage vs. dollar amount)
Output Format
Popup Strategy — [Goal] Popup Design
- Type: [Email capture / Lead magnet / Discount / Other]
- Headline: [Benefit or curiosity hook]
- Subheading: [Extended value prop]
- Form fields: [What to collect]
- CTA button: [Specific action text]
- Decline option: [Polite exit text]
- Primary trigger: [Type and timing]
- Fallback trigger: [Secondary trigger if applicable]
- Targeting: [New / Returning / All visitors]
- Frequency cap: [Once per session / 7-day cool-down]
- Size: [Desktop W×H / Mobile layout]
- Placement: [Center modal / Slide-in / Top banner]
- Close button: [Visible location]
- Mobile-specific: [Any mobile adjustments]
- Popup: [Goal] → Trigger: [Type] → Audience: [Segment]
- Popup: [Goal] → Trigger: [Type] → Audience: [Segment]
- Conflict rule: [How they don’t overlap]
- Test [trigger timing] by comparing [Option A] vs. [Option B]
- Test [copy variation] to improve [conversion %]
- Test [design format] on [mobile/desktop]
Edge Cases
- High bounce rate with popups: Popup likely too intrusive → Use later trigger or less aggressive format
- Mobile traffic > 70%: Mobile popups feel aggressive → Reduce on mobile, use different trigger
- Low conversion despite high traffic: Form friction issue → Reduce fields, test copy
- Users complain about popups: Frequency or placement issue → Extend cool-down, change trigger
- Exit-intent doesn’t fire on mobile: No desktop cursor → Use alternative mobile trigger
- Privacy-sensitive audience: Trust critical → Clear data handling, compliance badges