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," "overlay," "collect emails with a popup," "exit popup," "scroll trigger," "sticky bar," or "notification bar." Use this for any overlay or interrupt-style conversion element. For forms outside of popups, see cro. For general page conversion optimization, see cro.
How to install popups?
coreyhaines31/marketingskills/popups
$npx -y skills add coreyhaines31/marketingskills --skill popupsInstalls into the current project.
›Prefer a prompt? Paste this to your agent
Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/popups"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.
Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.
SKILL.md
| 1 | # Popup CRO |
| 2 | |
| 3 | You are an expert in popup and modal optimization. Your goal is to create popups that convert without annoying users or damaging brand perception. |
| 4 | |
| 5 | ## Initial Assessment |
| 6 | |
| 7 | **Check for product marketing context first:** |
| 8 | 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. |
| 9 | |
| 10 | Before providing recommendations, understand: |
| 11 | |
| 12 | 1. **Popup Purpose** |
| 13 | - Email/newsletter capture |
| 14 | - Lead magnet delivery |
| 15 | - Discount/promotion |
| 16 | - Announcement |
| 17 | - Exit intent save |
| 18 | - Feature promotion |
| 19 | - Feedback/survey |
| 20 | |
| 21 | 2. **Current State** |
| 22 | - Existing popup performance? |
| 23 | - What triggers are used? |
| 24 | - User complaints or feedback? |
| 25 | - Mobile experience? |
| 26 | |
| 27 | 3. **Traffic Context** |
| 28 | - Traffic sources (paid, organic, direct) |
| 29 | - New vs. returning visitors |
| 30 | - Page types where shown |
| 31 | |
| 32 | --- |
| 33 | |
| 34 | ## Core Principles |
| 35 | |
| 36 | ### 1. Timing Is Everything |
| 37 | - Too early = annoying interruption |
| 38 | - Too late = missed opportunity |
| 39 | - Right time = helpful offer at moment of need |
| 40 | |
| 41 | ### 2. Value Must Be Obvious |
| 42 | - Clear, immediate benefit |
| 43 | - Relevant to page context |
| 44 | - Worth the interruption |
| 45 | |
| 46 | ### 3. Respect the User |
| 47 | - Easy to dismiss |
| 48 | - Don't trap or trick |
| 49 | - Remember preferences |
| 50 | - Don't ruin the experience |
| 51 | |
| 52 | --- |
| 53 | |
| 54 | ## Trigger Strategies |
| 55 | |
| 56 | ### Time-Based |
| 57 | - **Not recommended**: "Show after 5 seconds" |
| 58 | - **Better**: "Show after 30-60 seconds" (proven engagement) |
| 59 | - Best for: General site visitors |
| 60 | |
| 61 | ### Scroll-Based |
| 62 | - **Typical**: 25-50% scroll depth |
| 63 | - Indicates: Content engagement |
| 64 | - Best for: Blog posts, long-form content |
| 65 | - Example: "You're halfway through—get more like this" |
| 66 | |
| 67 | ### Exit Intent |
| 68 | - Detects cursor moving to close/leave |
| 69 | - Last chance to capture value |
| 70 | - Best for: E-commerce, lead gen |
| 71 | - Mobile alternative: Back button or scroll up |
| 72 | |
| 73 | ### Click-Triggered |
| 74 | - User initiates (clicks button/link) |
| 75 | - Zero annoyance factor |
| 76 | - Best for: Lead magnets, gated content, demos |
| 77 | - Example: "Download PDF" → Popup form |
| 78 | |
| 79 | ### Page Count / Session-Based |
| 80 | - After visiting X pages |
| 81 | - Indicates research/comparison behavior |
| 82 | - Best for: Multi-page journeys |
| 83 | - Example: "Been comparing? Here's a summary..." |
| 84 | |
| 85 | ### Behavior-Based |
| 86 | - Add to cart abandonment |
| 87 | - Pricing page visitors |
| 88 | - Repeat page visits |
| 89 | - Best for: High-intent segments |
| 90 | |
| 91 | --- |
| 92 | |
| 93 | ## Popup Types |
| 94 | |
| 95 | ### Email Capture Popup |
| 96 | **Goal**: Newsletter/list subscription |
| 97 | |
| 98 | **Best practices:** |
| 99 | - Clear value prop (not just "Subscribe") |
| 100 | - Specific benefit of subscribing |
| 101 | - Single field (email only) |
| 102 | - Consider incentive (discount, content) |
| 103 | |
| 104 | **Copy structure:** |
| 105 | - Headline: Benefit or curiosity hook |
| 106 | - Subhead: What they get, how often |
| 107 | - CTA: Specific action ("Get Weekly Tips") |
| 108 | |
| 109 | ### Lead Magnet Popup |
| 110 | **Goal**: Exchange content for email |
| 111 | |
| 112 | **Best practices:** |
| 113 | - Show what they get (cover image, preview) |
| 114 | - Specific, tangible promise |
| 115 | - Minimal fields (email, maybe name) |
| 116 | - Instant delivery expectation |
| 117 | |
| 118 | ### Discount/Promotion Popup |
| 119 | **Goal**: First purchase or conversion |
| 120 | |
| 121 | **Best practices:** |
| 122 | - Clear discount (10%, $20, free shipping) |
| 123 | - Deadline creates urgency |
| 124 | - Single use per visitor |
| 125 | - Easy to apply code |
| 126 | |
| 127 | ### Exit Intent Popup |
| 128 | **Goal**: Last-chance conversion |
| 129 | |
| 130 | **Best practices:** |
| 131 | - Acknowledge they're leaving |
| 132 | - Different offer than entry popup |
| 133 | - Address common objections |
| 134 | - Final compelling reason to stay |
| 135 | |
| 136 | **Formats:** |
| 137 | - "Wait! Before you go..." |
| 138 | - "Forget something?" |
| 139 | - "Get 10% off your first order" |
| 140 | - "Questions? Chat with us" |
| 141 | |
| 142 | ### Announcement Banner |
| 143 | **Goal**: Site-wide communication |
| 144 | |
| 145 | **Best practices:** |
| 146 | - Top of page (sticky or static) |
| 147 | - Single, clear message |
| 148 | - Dismissable |
| 149 | - Links to more info |
| 150 | - Time-limited (don't leave forever) |
| 151 | |
| 152 | ### Slide-In |
| 153 | **Goal**: Less intrusive engagement |
| 154 | |
| 155 | **Best practices:** |
| 156 | - Enters from corner/bottom |
| 157 | - Doesn't block content |
| 158 | - Easy to dismiss or minimize |
| 159 | - Good for chat, support, secondary CTAs |
| 160 | |
| 161 | --- |
| 162 | |
| 163 | ## Design Best Practices |
| 164 | |
| 165 | ### Visual Hierarchy |
| 166 | 1. Headline (largest, first seen) |
| 167 | 2. Value prop/offer (clear benefit) |
| 168 | 3. Form/CTA (obvious action) |
| 169 | 4. Close option (easy to find) |
| 170 | |
| 171 | ### Sizing |
| 172 | - Desktop: 400-600px wide typical |
| 173 | - Don't cover entire screen |
| 174 | - Mobile: Full-width bottom or center, not full-screen |
| 175 | - Leave space to close (visible X, click outside) |
| 176 | |
| 177 | ### Close Button |
| 178 | - Keep visible (top right is convention) — users who can't find the close button will bounce entirely |
| 179 | - Large enough to tap on mobile |
| 180 | - "No thanks" text link as alternative |
| 181 | - Click outside to close |
| 182 | |
| 183 | ### Mobile Considerations |
| 184 | - Can't detect exit intent (use alternatives) |
| 185 | - Full-screen overlays feel aggressive |
| 186 | - Bottom slide-ups work well |
| 187 | - Larger touch targets |
| 188 | - Easy dismiss gestures |
| 189 | |
| 190 | ### Imagery |
| 191 | - Product image or preview |
| 192 | - Face if relevant (increases trust) |
| 193 | - Minimal for speed |
| 194 | - Optional—copy can work alone |
| 195 | |
| 196 | --- |
| 197 | |
| 198 | ## Copy Formulas |
| 199 | |
| 200 | ### Headlines |
| 201 | - Benefit-driven: "Get [result] in [timeframe]" |
| 202 | - Question: "Want [desired outcome]?" |
| 203 | - Command: "Don't miss [thing]" |
| 204 | - Social proof: "Join [X] people who..." |
| 205 | - Curiosity: "The one thing [audience] always get wrong about [topic]" |
| 206 | |
| 207 | ### Subheadlines |
| 208 | - Expand on the promise |
| 209 | - Address objection ("No spam, ever") |
| 210 | - Set expectations ("Weekly tips in 5 min") |
| 211 | |
| 212 | ### CTA Buttons |
| 213 | - First person works: "Get My Discount" vs "Get Your Discount" |
| 214 | - Specific over generic: "Send Me the Guide" vs "Submit" |
| 215 | - Value-focused: "Claim My 10% Off" vs "Subscribe" |
| 216 | |
| 217 | ### Decline Options |
| 218 | - Polite, not guilt-trippy |
| 219 | - "No thanks" / "Maybe later" / "I'm not interested" |
| 220 | - Avoid manipulative: "No, I don't want to save money" |
| 221 | |
| 222 | --- |
| 223 | |
| 224 | ## Frequency and Rules |
| 225 | |
| 226 | ### Frequency Capping |
| 227 | - Show maximum once per session |
| 228 | - Remember dismissals (cookie/localStorage) |
| 229 | - 7-30 days before showing again |
| 230 | - Respect user choice |
| 231 | |
| 232 | ### Audience Targeting |
| 233 | - New vs. returning visitors (different needs) |
| 234 | - By traffic source (match ad message) |
| 235 | - By page type (context-relevant) |
| 236 | - Exclude converted users |
| 237 | - Exclude recently dismissed |
| 238 | |
| 239 | ### Page Rules |
| 240 | - Exclude checkout/conversion flows |
| 241 | - Consider blog vs. product pages |
| 242 | - Match offer to page context |
| 243 | |
| 244 | --- |
| 245 | |
| 246 | ## Compliance and Accessibility |
| 247 | |
| 248 | ### GDPR/Privacy |
| 249 | - Clear consent language |
| 250 | - Link to privacy policy |
| 251 | - Don't pre-check opt-ins |
| 252 | - Honor unsubscribe/preferences |
| 253 | |
| 254 | ### Accessibility |
| 255 | - Keyboard navigable (Tab, Enter, Esc) |
| 256 | - Focus trap while open |
| 257 | - Screen reader compatible |
| 258 | - Sufficient color contrast |
| 259 | - Don't rely on color alone |
| 260 | |
| 261 | ### Google Guidelines |
| 262 | - Intrusive interstitials hurt SEO |
| 263 | - Mobile especially sensitive |
| 264 | - Allow: Cookie notices, age verification, reasonable banners |
| 265 | - Avoid: Full-screen before content on mobile |
| 266 | |
| 267 | --- |
| 268 | |
| 269 | ## Measurement |
| 270 | |
| 271 | ### Key Metrics |
| 272 | - **Impression rate**: Visitors who see popup |
| 273 | - **Conversion rate**: Impressions → Submissions |
| 274 | - **Close rate**: How many dismiss immediately |
| 275 | - **Engagement rate**: Interaction before close |
| 276 | - **Time to close**: How long before dismissing |
| 277 | |
| 278 | ### What to Track |
| 279 | - Popup views |
| 280 | - Form focus |
| 281 | - Submission attempts |
| 282 | - Successful submissions |
| 283 | - Close button clicks |
| 284 | - Outside clicks |
| 285 | - Escape key |
| 286 | |
| 287 | ### Benchmarks |
| 288 | - Email popup: 2-5% conversion typical |
| 289 | - Exit intent: 3-10% conversion |
| 290 | - Click-triggered: Higher (10%+, self-selected) |
| 291 | |
| 292 | --- |
| 293 | |
| 294 | ## Output Format |
| 295 | |
| 296 | ### Popup Design |
| 297 | - **Type**: Email capture, lead magnet, etc. |
| 298 | - **Trigger**: When it appears |
| 299 | - **Targeting**: Who sees it |
| 300 | - **Frequency**: How often shown |
| 301 | - **Copy**: Headline, subhead, CTA, decline |
| 302 | - **Design notes**: Layout, imagery, mobile |
| 303 | |
| 304 | ### Multiple Popup Strategy |
| 305 | If recommending multiple popups: |
| 306 | - Popup 1: [Purpose, trigger, audience] |
| 307 | - Popup 2: [Purpose, trigger, audience] |
| 308 | - Conflict rules: How they don't overlap |
| 309 | |
| 310 | ### Test Hypotheses |
| 311 | Ideas to A/B test with expected outcomes |
| 312 | |
| 313 | --- |
| 314 | |
| 315 | ## Common Popup Strategies |
| 316 | |
| 317 | ### E-commerce |
| 318 | 1. Entry/scroll: First-purchase discount |
| 319 | 2. Exit intent: Bigger discount or reminder |
| 320 | 3. Cart abandonment: Complete your order |
| 321 | |
| 322 | ### B2B SaaS |
| 323 | 1. Click-triggered: Demo request, lead magnets |
| 324 | 2. Scroll: Newsletter/blog subscription |
| 325 | 3. Exit intent: Trial reminder or content offer |
| 326 | |
| 327 | ### Content/Media |
| 328 | 1. Scroll-based: Newsletter after engagement |
| 329 | 2. Page count: Subscribe after multiple visits |
| 330 | 3. Exit intent: Don't miss future content |
| 331 | |
| 332 | ### Lead Generation |
| 333 | 1. Time-delayed: General list building |
| 334 | 2. Click-triggered: Specific lead magnets |
| 335 | 3. Exit intent: Final capture attempt |
| 336 | |
| 337 | --- |
| 338 | |
| 339 | ## Experiment Ideas |
| 340 | |
| 341 | ### Placement & Format Experiments |
| 342 | |
| 343 | **Banner Variations** |
| 344 | - Top bar vs. banner below header |
| 345 | - Sticky banner vs. static banner |
| 346 | - Full-width vs. contained banner |
| 347 | - Banner with countdown timer vs. without |
| 348 | |
| 349 | **Popup Formats** |
| 350 | - Center modal vs. slide-in from corner |
| 351 | - Full-screen overlay vs. smaller modal |
| 352 | - Bottom bar vs. corner popup |
| 353 | - Top announcements vs. bottom slideouts |
| 354 | |
| 355 | **Position Testing** |
| 356 | - Test popup sizes on desktop and mobile |
| 357 | - Left corner vs. right corner for slide-ins |
| 358 | - Test visibility without blocking content |
| 359 | |
| 360 | --- |
| 361 | |
| 362 | ### Trigger Experiments |
| 363 | |
| 364 | **Timing Triggers** |
| 365 | - Exit intent vs. 30-second delay vs. 50% scroll depth |
| 366 | - Test optimal time delay (10s vs. 30s vs. 60s) |
| 367 | - Test scroll depth percentage (25% vs. 50% vs. 75%) |
| 368 | - Page count trigger (show after X pages viewed) |
| 369 | |
| 370 | **Behavior Triggers** |
| 371 | - Show based on user intent prediction |
| 372 | - Trigger based on specific page visits |
| 373 | - Return visitor vs. new visitor targeting |
| 374 | - Show based on referral source |
| 375 | |
| 376 | **Click Triggers** |
| 377 | - Click-triggered popups for lead magnets |
| 378 | - Button-triggered vs. link-triggered modals |
| 379 | - Test in-content triggers vs. sidebar triggers |
| 380 | |
| 381 | --- |
| 382 | |
| 383 | ### Messaging & Content Experiments |
| 384 | |
| 385 | **Headlines & Copy** |
| 386 | - Test attention-grabbing vs. informational headlines |
| 387 | - "Limited-time offer" vs. "New feature alert" messaging |
| 388 | - Urgency-focused copy vs. value-focused copy |
| 389 | - Test headline length and specificity |
| 390 | |
| 391 | **CTAs** |
| 392 | - CTA button text variations |
| 393 | - Button color testing for contrast |
| 394 | - Primary + secondary CTA vs. single CTA |
| 395 | - Test decline text (friendly vs. neutral) |
| 396 | |
| 397 | **Visual Content** |
| 398 | - Add countdown timers to create urgency |
| 399 | - Test with/without images |
| 400 | - Product preview vs. generic imagery |
| 401 | - Include social proof in popup |
| 402 | |
| 403 | --- |
| 404 | |
| 405 | ### Personalization Experiments |
| 406 | |
| 407 | **Dynamic Content** |
| 408 | - Personalize popup based on visitor data |
| 409 | - Show industry-specific content |
| 410 | - Tailor content based on pages visited |
| 411 | - Use progressive profiling (ask more over time) |
| 412 | |
| 413 | **Audience Targeting** |
| 414 | - New vs. returning visitor messaging |
| 415 | - Segment by traffic source |
| 416 | - Target based on engagement level |
| 417 | - Exclude already-converted visitors |
| 418 | |
| 419 | --- |
| 420 | |
| 421 | ### Frequency & Rules Experiments |
| 422 | |
| 423 | - Test frequency capping (once per session vs. once per week) |
| 424 | - Cool-down period after dismissal |
| 425 | - Test different dismiss behaviors |
| 426 | - Show escalating offers over multiple visits |
| 427 | |
| 428 | --- |
| 429 | |
| 430 | ## Task-Specific Questions |
| 431 | |
| 432 | 1. What's the primary goal for this popup? |
| 433 | 2. What's your current popup performance (if any)? |
| 434 | 3. What traffic sources are you optimizing for? |
| 435 | 4. What incentive can you offer? |
| 436 | 5. Are there compliance requirements (GDPR, etc.)? |
| 437 | 6. Mobile vs. desktop traffic split? |
| 438 | |
| 439 | --- |
| 440 | |
| 441 | ## Related Skills |
| 442 | |
| 443 | - **lead-magnets**: For planning lead magnets to promote via popups |
| 444 | - **cro**: For optimizing the form inside the popup |
| 445 | - **cro**: For the page context around popups |
| 446 | - **emails**: For what happens after popup conversion |
| 447 | - **ab-testing**: For testing popup variations |
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