Although it seems to be a good breeding rule to hate exit popups, the numbers say otherwise. With the help of these ‘annoying’ conversion elements, some companies gather literally millions of emails and see conversion rates as high as 50 percent. Let’s face the truth: popups can bring you more conversions.
What’s more, nowadays almost every business niche is quite competitive. Exit popups as a powerful conversion rate optimization method are the answer to the question ‘How to win this race?’. The best part about them is that these types of popups increase sales without increasing traffic. This is due to the way exit popups work: they detect when the potential customers are about to leave and interrupt them with a converting popup window.
The statistics show that the high-performing pop-ups demonstrate an almost 10 percent conversion rate. What does that mean for you? One in ten of your website visitors will turn into your newsletter subscriber or even customer.
Here comes the question on how to craft the exit popup that will show such metrics. Luckily, you’re in the right place. We’ve put together the list of tested-and-tried ways to generate sales like there’s no tomorrow with the help of a successful popup.
Where to use exit popups?
Exit-intent popups are a powerful way to increase your conversion rate. Conversions can mean various things. It all depends on your business goals: from downloading a trial version of your software to signing up for a newsletter. The key here is to define a clear goal for injecting popups into your marketing strategy.
We’ve put together a shortlist of popup strategies you may find useful:
- Requests to participate in surveys for your market research,
- Lead magnets,
- Promo codes,
- Email opt-ins for growing your prospects’ email base,
- An offer to subscribe for a blog newsletter,
- Discounts for returning to the almost abandoned cart, and many others.
As you can see, exit popups can potentially grow your email list, fuel lead generation and increase closed deals. However, keep in mind that some people hate popups. The fact is popups interrupt the user experience and can be spammy.
Nevertheless, when done right, website popups are extremely effective. So, let’s dive deeper into the ways you can dramatically improve the popup experience.
A step-by-step approach for a high-converting exit-intent popup
There are a few ingredients of every successful popup: eye-catching image, captivating copy, bold call to action. However, the only thing that can drastically increase your conversions is targeting, or segmenting. Think about it: it’s always more beneficial to work with 100 high-quality leads than 1,000 low-quality ones.
Targeting helps you deliver the right message to the right user at the right time and place. For instance, with shopping cart abandoners, you might offer them a discount in return for their email. You can also target leaving users with the content based on what they’ve already read on your blog. And so on.
Now let’s take a look at other elements of an effective exit-intent popup.
Good popup design should fit the overall style of your site (colors, fonts, etc.) and doesn’t contain generic stock images. Think of it as a part of the overall user experience. Here is the ground rule when personalizing your exit popup: the visual part should not detract website visitors from the core message. To make your popup even more appealing, place the image of your offer right on the popup (ebook cover, etc.).
You have less than a second to capture visitors’ attention when they are about to leave your website. A clear and straightforward copy can help you meet this challenge:
- Display an eye-catching and super easy-to-understand headline. When users are leaving your website, there is no time to engage them with creative headlines. Make it short and clear.
- When it comes to your popup copy (that consists of just a few sentences), get down to the business immediately: focus on the offer. There’s no space to be vague and smooth-talking. Making your copy sound conversational and clear-cut.
The most important part of your exit-intent popup is a call to action. There is no room for error: get them right to the point without causing confusion. There are a few types of effective exit popup copy for your inspiration:
Negative CTAs. They force users to make a choice: ‘Yes, sign me up’ or ‘No, I hate saving money’. This message addresses our aversion to loss.
Benefit-oriented CTAs. They answer the questions, ‘So what?’, ‘Why should I care about your offer?’ or ‘What is the benefit?’ This CTA highlights users’ reward or the solved issue: ‘Bring me leads’, ‘Save me 50%’, etc.
Action-oriented CTAs. It’s a common, yet effective type of calls-to-action. Make it crystal clear what the user is going to accomplish by clicking on the button. Be specific here: ‘Get my ebook’, Start my trial’, etc.
There’s one more crucial ingredient of high-conversion exit popup: experiments and A/B tests. Test out everything, from popup sizes to different types of call to action messages. To give you a clue what the pop-up testing process may look like, here are the banners we’ve tested at Chanty:
However, conducting your experiments, you may discover that the conversion rate of your exit popups are lower than you have expected. But that’s no reason to get discouraged. We have put together a list of tested-and-tried ways of turning your popups into a conversion machine. Move forward to the next section and learn how to make your popups even more effective.
Ways to skyrocket exit popup conversion rate
As you can imagine, many marketers have been breaking their heads about how to improve their exit popups. That’s good for you! Now all you need is to read the list of their discoveries and adopt what you like more.
Inject social proof
Social proof, or in other words, seeing that others are doing something, is a powerful persuasion tool. Remember all these messages like ‘Join 1,234,567 subscribers’? This simple trick will make website visitors think that they miss something valuable.
Offer free shipping
Let’s face the truth: people like free things. Offering free shipping on all or certain products is a good idea when a customer is abandoning their shopping cart or when they are about to leave your online store. That also encourages prospects to buy more products in the same transaction.
Create a sense of urgency
Don’t hesitate to use some psychological tricks to improve your popup performance to motivate impulsive purchases. Incorporate urgency into the offer on your exit popup. The idea behind urgency is very simple: if the visitor doesn’t act soon, they miss out on something valuable. For instance, you can offer a time-limited 20 percent discount on the visitor’s next order.
Use the word ‘Wait’ or ‘Stop’
These words easily grab someone’s attention. One more psychological marketing trick. When you are using them, it seems that you’re about to share something crucial.
Try to use these words as your popup headline in bold, high-contrast print.
Ask them and get insights
People like it when brands want their opinions. In your exit popup, you can ask visitors’ to share their feedback. It could be a short survey or poll. That will help you gather valuable insights on how to make your business better and also let your audience know that you’re interested in what they feel.
Offer something valuable for free
Besides the words ‘Wait’ and ‘Stop’, there are other ones which can make your popup more eye-catching. We are talking about the words ‘free’, ‘discounts’, ‘X% off’, etc. An exit popup is the perfect (and last) chance to give the visitor an incentive to go back.
Exit intent popups are a quick way to boost the conversion rate of your website page. Using high-converting popups, you can significantly increase your email base and boost the number of closed deals.
Ready to create your own exit-intent popup? Let’s walk through the steps for you to take:
- Define the clear goal for your popup
- Segment your website visitors
- Make the popup design fit the overall style of your website
- Use an eye-catching and straightforward headline
- Make your copy clear-cut and focused on your offer
- Create a compelling CTA
- Inject additional popup elements that boost conversions (social proof, urgency, free shipping, etc.)
- Be sure to A/B test every element of your popup (the copy, the offer, etc.)
- Conversions don’t just happen: Constantly optimize your popup. Implement one improvement at a time, measure the result, make needed tweaks, measure the outcome again.
And last but not least thing for you to remember: popups are not a silver bullet. They can improve conversions, not cause them. In other words, if the quality of your services, products or website is low, exit popups won’t save your business.
Have you tested exit popups on your e-commerce website? What results have you got? Feel free to share in the comments!
Julia Samoilenko is a marketing specialist who writes about digital marketing trends and strategies for Chanty blog. This powerful and free Slack alternative is aimed to increase team productivity and improve communication at work. Feel free to connect with Julia on LinkedIn.