Modals are a useful UI device to give users prompts or additional context. They can be used to drive traffic to a particular product or webpage. You should experiment with them when trying to increase your conversion rate.
Modals appear as overlaid “pop-ups” that interrupt the user with important information. They can be used to let visitors know about special deals or sales that are happening on your ecommerce website. Experimenting with how well your site does with and without them is a great idea for an A/B test.