An exit popup (aka exit intent popup, aka on-exit overlays) is a type of website overlay that is displayed when the user attempts to navigate away from the page, with the purpose of convincing them not to leave. The message and graphic of the exit popup can be customized based on the page the user is viewing. For customers who have added some products in their shopping cart, the exit popup can offer an incentive or a discount code to convince them to close the deal, while for visitors who haven’t registered yet, and don’t have any product in their cart, the exit popup can include an opt-in form.
Studies have shown that pages that use exit popups outperform in terms of conversion rate the pages that do not make use of them. And this is not difficult to understand considering the fact that statistically speaking, a new user that lands on a page and then leaves has a less than 10% chance of ever returning. So the vast majority of new users are lost once they leave the website, and their acquisition cost will never be regained. This is why the moment they intend to leave is the best timing for displaying an exit popup with a last minute offer that will either entice the visitor to stay or it would ask for their contact details so that the conversation can be continued on email.
But how do exit-intent popups work?
Exit intent technologies are usually based on tracking the movement of the user's mouse cursor on the page. The exit intent popup is then triggered immediately after the cursor leaves the active area of the browser. The browser's active area is the actual content window, while the static area is represented by the search-bar, toolbar and any other browser add-ons that are not part of the loaded web page. Here's a graphical exemplification of how does an exit popup work:
It's important to note that since exit popups are triggered based on the movement of the mouse cursor, they are not a viable solution for mobile devices. Although touch activity can be tracked on mobile, unlike desktop computers, the movement is not constantly trackable as the touchpoint can suddenly disappear and then re-appear in a different position on the screen of the device. So these interactions should be replaced with other types that work on mobile devices such as on-load, on-scroll or on-click popups.
Another common question about how exit popups work is: can they work only when the user clicks on the close button? The answer is yes, BUT it requires a different approach and in this case, it's not possible to display rich content such as images or lead forms..not even formatted text since you can't use CSS. You're only limited to plain text on a gray background. You can see an example here. So although this type of exit popup has 100% triggering accuracy, it does not perform as well as the rich media ones that only have an about 85%-90% exit intent accuracy.
Exit popup examples and templates
Some of the most popular exit intent popup examples are the ones used to collect the user's contact details. They usually promote a free offer such an ebook, a product discount or an email course. And in order to get access, the user needs to fill in their contact details (usually name and email, but sometimes other information such as company name, phone number etc.). The information is then automatically sent to an email processor and usually, a series of promotional emails are sent to the user's inbox every few days with the intention of bringing them back on the website. Collecting users contacts is usually referred to as a micro conversion. Here's a lead collection exit popup example:
And here's a vast resource of popup templates and how you can easily create similar ones for your website in just a few minutes using Omniconvert. With the help of the newly released template editor, even completely non-technical persons can whip up cool-looking popup banners within minutes. If you want to give it a shot, just sign up here and see for yourself.
Some fun facts you might want to know about Omniconvert's popup features:
- You can test 2 or more exit popups simultaneously in order to see which one performs best
- You can also trigger them on-load, on-scroll, on-click or delayed (after x seconds)
- You can display any type of custom creatives on them (including gifs and videos)
- You can deliver them only to specific segments of your audience (new or returning users, users from a specific location, etc.)
- You have 100% control over the display frequency (a user can see a popup only once, every time, only x times, once per day/week etc....it's up to you to choose)
- You have access to tens of templates that can be implemented without any type of coding
- You can set goals and track them in the custom reporting area
- Besides exit popups, Omniconvert allows you to run A/B tests, personalization experiments and website customer surveys