/popups

name: popups
description: "When the user wants to create or improve popups, modals, slide-ins, sticky bars, and banners, or asks whether one will help or annoy and when to show it: exit intent, email capture, scroll and time triggers, announcements. For forms and pages outside popups, see cro."
metadata:
  version: 2.0.4

Popup 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 `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), 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:

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?
• What triggers are used?
• User complaints or feedback?
• Mobile experience?

3. **Traffic Context**

• Traffic sources (paid, organic, direct)
• New vs. returning visitors
• Page types where shown

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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

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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

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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 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 the close button will 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
• 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 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 sess