## Common Mistakes

1. **Content-covering popup on mobile search landings** — risks Google's intrusive-interstitial signal and hurts UX/INP. Note delaying it doesn't make it "safe" (it still obscures content); prefer a dismissible banner or small slide-in for search traffic. See Mobile Popup Rules.
2. **No frequency cap** — Showing the same popup every page view = instant annoyance.
3. **Too many form fields** — Email only. Name is optional. Phone number kills conversion.
4. **Generic offer** — a vague "Subscribe to our newsletter" typically converts far worse than a specific lead magnet (often a multiple lower in CRO case studies; magnitude varies — test your own). Give a concrete reason to opt in.
5. **Tiny close button** — If users can't dismiss easily, they leave the site entirely.
6. **Same popup for everyone** — Segment by source, behavior, and customer status.
7. **No A/B testing** — Even small changes (headline, CTA color) can 2x conversion rate.
8. **Popup + cookie banner stacking** — Never show both simultaneously.
9. **No success state** — After submission, show confirmation + set expectations.
10. **Ignoring page speed** — Heavy popup scripts (especially images) slow the page. Lazy-load popup assets.

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