Brand scoping

Outputs live under ~/notes/Klaviyo/<brand>/<subfolder>/, where <brand> is resolved at run time from the connected Klaviyo account's organizationName attribute (via mcp__claude_ai_Klaviyo__klaviyo_get_account_details). For ExampleBrand, this resolves to ExampleBrand. If multiple brands are connected, ask Will which brand the current run is for.

/klaviyo-popup

The input side of the funnel. Most ecom brands lose 95%+ of first-time site visitors to nothing — a well-designed popup converts 3-10% of those into list subscribers, which becomes the addressable audience for every other skill in this stack. This skill designs the form, the offer, the targeting, the timing, and the copy.

Flow

1. Parse intent — form type (welcome offer / exit-intent / sticky bar / inline / quiz / multi-step), incentive (discount % / dollar amount / free shipping / free gift / content / VIP access), audience (all visitors / first-time only / specific page / specific source).
2. Load brand context — ~/notes/[brand-slug]/brand-identity/ for voice, color palette, current discount structure, prior form performance if any.
3. Pull baseline — mcp__claude_ai_Klaviyo__klaviyo_get_lists to confirm which list the form feeds. If the brand uses double opt-in, design copy that survives the confirmation step.
4. Design the form — see ## Form patterns below for the canonical structures by type.
5. Write the copy — headline, sub, incentive line, CTA button, fine print. Apply the brand voice.
6. Spec the targeting + trigger — when to fire, who to fire on, suppression rules (don't re-show to existing subscribers, suppress after dismissal for N days).
7. Define success metric — submit rate (target: 3-10% on welcome offers, 1-3% on exit-intent), and a holdout/cooldown to keep the form fresh.
8. Save the spec — ~/notes/Klaviyo/<brand>/popups/[slug]/spec.md with copy, targeting, design notes, and Klaviyo setup steps. (MCP cannot create forms directly — Will configures in Klaviyo's Forms builder.)
9. Print summary + setup walkthrough.

Form patterns

Welcome offer popup (the workhorse — ~5-8% submit rate target)

• Trigger: 8-15 second delay OR 50% scroll, whichever comes first. Fire once per session.
• Suppression: don't show to existing subscribers (URL param or cookie check); don't show again for 30 days after dismissal.
• Copy structure:
• Headline: clear benefit ("15% off your first order")
• Sub: trust/permission line ("Plus first access to drops")
• Field: email (single field, never name + email + birthday — friction kills submit rate)
• CTA: action verb ("Send my code")
• Fine print: opt-out language + privacy
• Post-submit: show the code on the success state, NOT only in the email (email-only delivery loses ~20% of submits to deliverability).

Exit-intent popup (the recovery — ~1-3% submit rate target)

• Trigger: mouse exit detection on desktop; back-button intent on mobile.
• Higher-friction allowed — these visitors are leaving anyway. Bigger offer can justify the interruption.
• Copy: acknowledge the exit ("Hold on" / "Before you go") + stronger incentive than welcome popup.

Sticky bar (the persistent — ~0.5-1% submit rate, but never dismissed)

• Trigger: always present, top or bottom of page.
• Copy: one-liner offer, inline email field.
• Best used for: broad always-on lead capture during quiet periods (no active promo).

Inline form (the contextual — ~1-2%)

• Trigger: embedded in specific pages (blog post, product page, footer).
• Best used for: content-led capture, where the surrounding context warrants signup.

Multi-step / quiz (the high-intent — ~3-5% with much higher LTV)

• Trigger: explicit click ("Take the quiz") or context entry.
• Steps: 2-5 questions → email gate → personalized result/recommendation.
• Best used for: brands with multiple product lines where personalization is real (skincare, supplements, apparel sizing).

Output structure

# Klaviyo Popup — [slug]

**Type:** welcome-offer / exit-intent / sticky / inline / quiz
**Audience:** ...
**Incentive:** ...
**Goal submit rate:** N%
**Feeds list:** [list name + id]

## Trigger + targeting
- ...

## Copy
- Headline: ...
- Sub: ...
- Fields: ...
- CTA: ...
- Fine print: ...
- Success state: ...

## Design notes
- Color: ...
- Image: ...
- Mobile vs desktop variants: ...

## Suppression rules
- ...

## Klaviyo setup steps
1. Sign-up Forms → Create New
2. ...

What this skill does NOT do

• Does not create the form in Klaviyo automatically — MCP has no create_form. Will configures in Klaviyo's Forms builder per the spec.
• Does not write the underlying welcome-flow content — that's /klaviyo-flow welcome. The popup feeds the list; the welcome flow nurtures the subscriber.
• Does not run on-site A/B tests of form variants — Klaviyo has built-in form A/B; spec out the variants and Will enables in the UI.

Failure modes

• No clear incentive → ask Will what the offer is. "Subscribe to our newsletter" alone converts at <1%.
• Brand voice / palette missing → ask before designing.
• Existing form is performing well → don't replace blindly; surface current performance and ask whether to A/B variant vs full replace.