That depends on what the goal of the pop-up is. There are tons of different types of value you can add to your website visitor's experience through lighthouses and pop-ups. Gated content: Offer exclusive content that is only available to individuals who sign up through the opt-in. This is a great way to boost the size of your email lists. Real-time Updates to the product or service: This can look like many things. If you are in the tourism industry or any other industry that works with reservations, you can turn on a pop-up notifying visitors that there are same-day openings for your service. If you are in a weather-related industry, you can notify individuals of any changes to your service due to last-minute weather reports. Discounts: Offer exclusive and specific flash discounts on any promoted products. This is a great way to quickly boost engagement in specific products.