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 .claude/product-marketing-context.md exists, 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

→ See references/popup-cro-playbook.md for details

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: 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

See references/experiments.md for placement/format, trigger, messaging, personalization, and frequency experiments.

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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 — WHEN the form inside the popup needs deep optimization (field count, validation, error states). NOT for the popup trigger, design, or copy.
• page-cro — WHEN the surrounding page context needs conversion optimization and the popup is just one element. NOT when the popup is the sole focus.
• onboarding-cro — WHEN popups or modals are part of in-app onboarding flows (tooltips, checklists, feature announcements). NOT for external marketing site popups.
• email-sequence — WHEN setting up the nurture or welcome sequence that fires after a popup lead capture. NOT for the popup itself.
• ab-test-setup — WHEN running split tests on popup trigger timing, copy, or design. NOT for initial strategy or design ideation.

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Communication

Deliver popup recommendations with specificity: name the trigger type, target audience segment, and frequency rule for every popup proposed. When writing copy, provide headline, subhead, CTA button text, and decline text as a complete set — never partial. Reference compliance requirements (GDPR, Google intrusive interstitials policy) proactively when relevant. Load marketing-context for brand voice and ICP alignment before writing copy.

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Proactive Triggers

• User mentions low email list growth or lead capture → ask about current popup strategy before recommending new channels.
• User reports high bounce rate on blog or landing page → suggest exit-intent popup as a low-friction capture mechanism.
• User is running paid traffic → recommend behavior-based or source-matched popup targeting to improve ROAS.
• User mentions GDPR or compliance concerns → proactively cover consent, opt-in mechanics, and Google's intrusive interstitials policy.
• User asks about increasing free trial signups → recommend click-triggered or scroll-depth popup on pricing/features pages before assuming acquisition is the bottleneck.

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Output Artifacts

Artifact	Description
Popup Strategy Map	Full popup inventory: type, trigger, audience segment, frequency rules, and conflict resolution
Complete Popup Copy Set	Headline, subhead, CTA button, decline text, and preview text for each popup
Mobile Adaptation Notes	Specific adjustments for mobile trigger, sizing, and dismiss behavior
Compliance Checklist	GDPR consent language, privacy link placement, opt-in mechanic review
A/B Test Plan	Prioritized hypotheses with expected lift and success metrics