Leaving a website, users often hastily close the pop-up window, frequently without even paying attention to its content. However, some do read its content and even click on a button that takes them to another area of the site or leave their data (e.g., email address) to receive more information on a topic of interest to them.
Such pop-up windows are known as exit pop-ups (also called overlay exit popups or exit intent pop-ups triggered by a specific action – in this case, the intention to close the page).. It's nothing more than a feature supported by marketing automation. It's used when a user intends to leave the site, to thereby keep them on it. It is an unobtrusive yet effective format for retaining the viewer's attention. Its additional goals include:
However, these are not the only possibilities for using exit pop-ups in e-commerce and beyond. The following post will answer the questions: what is an exit pop-up and what should you remember when implementing this type of functionality on a site, and how to use it not only for strictly transactional purposes.
Before discussing the topic of exit pop-ups, it's worth briefly familiarizing oneself with the definition of a pop-up itself.
A pop-up is a window that appears while browsing a website. It has a specific message dependent on the goal previously set.
There are several types of pop-ups, including:
An exit pop-up is a window with a message (often including graphics, text, a CTA button, sometimes also a space for a form). It activates in response to the user's intent, i.e., their mouse movement, the speed at which they scroll the page, or when they remain inactive for an extended period. However, it most often appears when the cursor moves towards the cross that closes the page, hence it's often called a "last chance" pop-up. That's when the exit pop-up is activated, a message created based on exit tracking software (determining the time a user leaves the site). Its goal is to capture the user's attention, redirect them to another page within the same site, or simply keep them by presenting an attractive offer when they intend to leave the site.
Such actions prove effective when users have contact with the site, systematically familiarize themselves with its content, but do not seek anything more within the site. They are not always aware that, in addition to an interesting blog or offer tab, the site also has a valuable product for sale or even an entire online store. This does not mean, however, that customers are not interested in purchasing – they simply lack knowledge about the existence of the e-store. Therefore, it's worth showing them other areas of activity, indicating the path they should follow, and achieving additional company goals, also with the help of exit pop-up.
A well-designed pop-up will benefit both the site owner (by keeping the user longer) and the viewer (by giving them the opportunity to reacquaint or more thoroughly familiarize themselves with the offer). It can also encourage them to return to the site through additional benefits, such as an extra discount or freebie. This way, it's possible to gain not only conversion but also positively influence engagement and attachment to the brand.
When creating the perfect pop-up, remember to:
Furthermore, statistics show that conversion from pop-up messages averages 3%. The most effective are those that display to the user 8 seconds after entering the site. They increase effectiveness to 3.62%. The placement of the pop-up also matters – the highest conversion (3.35%) is achieved by those placed after scrolling 35% of the page.
The effectiveness of an exit pop-up will depend on how it is designed. In the case of thoughtful actions, it can result in a significant increase in subscribers. However, this requires the implementation of certain steps and stages in deploying such messages. The first of these is to familiarize oneself thoroughly with the audience and their specifics, and then skillfully divide them into specific segments. This will provide knowledge about the differences between individual user groups, as well as the possibility to tailor messages to them.
The key to success is a thoughtful design. To make the exit pop-up effective, it's worth utilizing all its possibilities, i.e., catchy copy, intriguing graphics, or a gif correlating with the content. There's the possibility to link content or redirect the recipient to a selected subpage within the site.
It's worth noting here that if there's a chance to add graphics to the exit pop-up, it should be done. It positively affects its effectiveness. In the case of pop-ups with graphics, their conversion is about 3.8%, while those without graphics implemented only 2.07%.
It's also necessary to consider the size of the overlay exit pop-up. There's the possibility of using the classic size, i.e., 600×700 px, which displays in the middle of the viewed site, and one that covers it entirely, example pop-up of appropriate size
The CTA is also extremely important. It might seem that a short call to action is not very significant, but nothing could be further from the truth. It's worth considering not only what content to choose (see, check, click or I'm checking, I'm downloading, I want to receive free xyz) but also what font, color, or special effects to use. The placement of the CTA should also be considered – it should be located where it will be visible and immediately attract attention,
Time pressure affects the speed of decision-making. When recipients know that the action lasts for a limited (short) time, they will be more willing to take advantage of it immediately and place an order. Therefore, it's worth using the FOMO (fear of missing out) effect by applying a countdown in the pop-up, example exit intent pop-up with a countdown
The last but extremely important step is to ensure that the exit pop-up displays correctly not only on desktops but also on mobile devices. Information about the percentage of visitors using mobile can be checked, for example, in Google Analytics. However, nowadays, more and more sites generate significantly more traffic on mobile devices than on desktops. Therefore, the exit pop-up should be properly optimized for responsiveness. It's also worth checking if it displays correctly on different browsers.
One of the main advantages of using an exit intent pop-up is that it appears when the user is heading towards leaving the site, encouraging them at the same time to take specific actions. Without it, the only solution would be to passively wait for the customer's return visit. Thanks to the possibility of customizing the appropriate content in the pop-up, it can not only generate conversion but also encourage leaving their data or signing up for the newsletter. This sign-up is usually possible on the site, but the form is most often located at the bottom of the site or in invisible places, so it is unconsciously ignored by users. Therefore, it's worth promoting it additionally, e.g., by placing the form in a pop-up window during an attempt to leave the site.
Another possibility is to use an exit pop-up that will help the user make a purchase decision. For this purpose, it's worth using communication:
Of course, the main goal of the exit pop-up is to increase conversion, and thereby achieve transactional goals. However, these are not the only possibilities arising from the use of such communication elements. They can also be applied to other tasks not directly related to the flow of money.
Additional benefits include:
The pop-up window that appears when the user wants to leave the site is an effective and unobtrusive tool for attracting attention and maintaining their interest. The effectiveness of actions, however, depends on the behavior of recipients and previous knowledge about them while simultaneously relating to their own business goals. Therefore, it's necessary to analyze data, such as the bounce rate. This will allow finding out what causes users to leave the site and then improve that area to improve key KPIs. It's also important to tailor the content and appearance of the window to the needs of users. In this regard, the key will be to use the possibilities of personalizing the message, as well as offering an additional benefit in the form of a reward, incentive, or other freebie, to further increase the effectiveness of the exit pop-up.
In summary, the exit pop-up is an effective tool not only for e-commerce but also for other industries. By properly adjusting its view, content, graphics, forms, or size, and applying personalization, it will help positively affect effectively keeping the customer on the site, and at the same time also increase conversion, not only in terms of sales.