# popup-cro reference

## 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

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## 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
- Always visible (top right is convention)
- 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 session
- Remember dismissals (cookie/localStorage)
- 7-30 days before showing again
- Respect user choice

### Audience Targeting
- New vs. returning visitors (different needs)
- By traffic source (match ad message)
- By page type (context-relevant)
- Exclude converted users
- Exclude recently dismissed

### Page Rules
- Exclude checkout/conversion flows
- Consider blog vs. product pages
- Match offer to page context

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## Compliance and Accessibility

### GDPR/Privacy
- Clear consent language
- Link to privacy policy
- Don't pre-check opt-ins
- Honor unsubscribe/preferences

### Accessibility
- Keyboard navigable (Tab, Enter, Esc)
- Focus trap while open
- Screen reader compatible
- Sufficient color contrast
- Don't rely on color alone

### Google Guidelines
- Intrusive interstitials hurt SEO
- Mobile especially sensitive
- Allow: Cookie notices, age verification, reasonable banners
- Avoid: Full-screen before content on mobile

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## Measurement

### Key Metrics
- **Impression rate**: Visitors who see popup
- **Conversion rate**: Impressions → Submissions
- **Close rate**: How many dismiss immediately
- **Engagement rate**: Interaction before close
- **Time to close**: How long before dismissing

### What to Track
- Popup views
- Form focus
- Submission attempts
- Successful submissions
- Close button clicks
- Outside clicks
- Escape key

### Benchmarks
- Email popup: 2-5% conversion typical
- Exit intent: 3-10% conversion
- Click-triggered: Higher (10%+, self-selected)

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