Everyone loves a story of something simple turned into something brilliant.

Take frozen yoghurt, for example.

Yoghurt? Good.

Frozen yoghurt? Even better, take my money.

This is exactly what Wikipedia did with the 'Maybe Later' button we're all familiar with.

Instead of simply being another way to close a popup, Wikipedia completely redesigned the concept of the button.

Now, clicking it prompts you to enter your email for a reminder later, a move that brought in $169 million through their donation campaign last year.

But why does it work? Tom Orback from Marketing Ideas explains that choosing Maybe Later over the X creates a mental commitment to the offer, making the email request feel natural, like handing over a business card after a quick pitch.

It’s got me thinking... with so many hotels offering popup discounts on their websites, wouldn’t this idea be a perfect fit?