What is an exit intent popup?
An exit intent popup is a message that appears when a user is about to leave a website, aiming to capture their attention one last time before they go. It's often used to prevent cart abandonment or offer a special deal.
Key points
- Triggers when a user intends to leave a website, typically by tracking mouse movements.
- Designed to capture attention and prevent abandonment of a page or shopping cart.
- Commonly offers incentives like discounts, free content, or email sign-ups.
- Aims to convert visitors into leads, customers, or subscribers before they exit.
An exit intent popup is a web overlay that appears on a user's screen when the system detects they are about to leave a website. This technology monitors user behavior, such as mouse movements toward the browser's 'close' button or the top of the browser window, to predict when someone is intending to navigate away. The popup then displays a targeted message or offer, presenting a final opportunity to engage the visitor.
These popups are a popular tool in digital marketing, primarily used for conversion rate optimization. They serve as a last-ditch effort to convert a visitor into a lead, customer, or subscriber before they exit the site. This could involve offering a discount, requesting an email sign-up for a newsletter, providing a free resource, or reminding them about items left in a shopping cart.
Why exit intent popups matter
Exit intent popups are valuable because they address a critical moment in the user journey: the point of departure. Many visitors leave a website without completing a desired action, such as making a purchase or filling out a form. These popups provide a second chance to engage these users, often by addressing potential hesitations or offering a compelling incentive.
- Lead generation: They are highly effective for capturing email addresses, building subscriber lists, and generating new leads by offering valuable content like ebooks or webinars.
- Reducing cart abandonment: For e-commerce sites, an exit intent popup can be deployed when a customer is about to abandon their shopping cart, offering a discount or free shipping to encourage completion of the purchase.
- Increasing conversions: By presenting a relevant offer at a crucial moment, these popups can significantly boost sign-ups, sales, or downloads that might otherwise be lost.
- Gathering feedback: Some popups are used to ask users why they are leaving, providing valuable insights for website improvement.
Best practices for effective exit intent popups
To ensure your exit intent popups are helpful and not annoying, consider these best practices:
Offer genuine value
The popup must present something truly appealing. This could be a unique discount, a free guide, an exclusive content piece, or a trial period. The offer should be relevant to the page content the user was viewing.
Craft a clear call to action
Make it immediately obvious what you want the user to do. Use strong, action-oriented language for your buttons, such as
Real-world examples
E-commerce cart abandonment prevention
A customer adds items to a shopping cart but then moves their mouse towards the browser's close button. An exit intent popup appears offering a 10% discount on their current order if they complete the purchase now, successfully reducing cart abandonment.
Content marketing lead generation
A visitor reads a blog post about digital marketing strategies and then moves to close the tab. An exit intent popup offers a free ebook titled 'The Ultimate Guide to SEO' in exchange for their email address, converting a reader into a lead.
Common mistakes to avoid
- Being too aggressive or appearing too often, leading to user frustration and a negative brand perception.
- Offering irrelevant content or a weak incentive that doesn't provide enough value to stop a user from leaving.
- Having a difficult-to-close popup with a tiny 'X' button or no clear way to dismiss it, which degrades user experience.