Trigger: Use when "exit intent", "popup conversions", "modal optimization", "lead capture popup", "email popup". Distinct from form-cro (standalone forms) and page-cro (page-level optimization).
Popup Types and When to Use
| Type | Trigger | Best For | |---|---|---| | Exit intent | Mouse leaves viewport | Cart abandonment, lead capture | | Time-based | After X seconds | Newsletter, content upgrade | | Scroll-based | After X% scroll depth | Qualified leads (they read your content) | | Click-triggered | Button or link click | CTAs that don't need navigation | | Welcome mat | Immediate on load | Highest urgency offers (sparingly) | | Slide-in | After scroll or time | Softer alternative to center modal | | Announcement bar | Always-visible top bar | Promotions, site-wide announcements |
Principle 1: Timing Is Everything
- Too early = annoying interruption
- Too late = missed opportunity
- Right time = helpful offer at moment of need
Recommended timing defaults:
- Time-based: 30-60 seconds (after engagement, not on load)
- Scroll-based: 50-60% scroll depth for blog content
- Exit intent: Mouse leaves — maximum 1 trigger per session
Principle 2: Value Exchange Must Be Clear
The popup must answer "What do I get?" in under 3 seconds:
- Weak: "Sign up for our newsletter"
- Strong: "Get the Roofing Inspection Checklist — Free PDF"
Headline Formulas
- "Get [Specific Thing] — [Time or Qualifier]": "Get Your Free Quote in 90 Seconds"
- "Stop [Pain] — Start [Desired State]": "Stop Guessing Prices — See Real Costs"
- "Join [Number] Who [Result]": "Join 8,000 homeowners getting our weekly tips"
Mobile Treatment
Core rules:
- Mobile popups must not cover more than 75% of the viewport
- Always show a clearly visible close button (X), minimum 44x44px tap target
- Never use exit-intent popups on mobile (no mouse movement to detect)
- Replace exit-intent with scroll-based (80% depth) on mobile
- Bottom sheet slide-in performs better than full-screen modal on mobile
Anatomy of a High-Converting Popup
- Headline: Benefit-first, specific, under 10 words
- Sub-copy: One sentence elaborating the value or reducing friction
- Visual: Image or icon (optional, but increases attention)
- CTA button: Action verb + outcome ("Send My Free Checklist")
- Dismiss copy: Keeps the brand voice ("No thanks, I'll pay full price")
- Trust micro-copy: "No spam. Instant access." below email field
A/B Test Priority Queue
- Headline copy (highest impact)
- CTA button copy
- Trigger timing
- Offer/lead magnet itself
- Form fields (email only vs name + email)
- Visual design