It’s so frustrating to see a visitor leaving your site without engaging, isn’t it? After all, that’s why you launch so many calls to action and other lead generation strategies.
Popups, slide outs, overlays, under-the-post banners and much more help you engage visitors and generate leads. But here’s the catch – none of these strategies would work for visitors who have already decided to abandon your site.
In fact, your only chance to convert them is by stopping them dead in their tracks. And in this post, I’ll show you the exact strategy to achieve just that.
- How exit popups work
- What you can use them for
- The structure of a highly-converting exit popup
- A couple of advanced techniques for boosting your conversions
Interested? Then let’s get right to it.
How Exit Popups Help Convert Visitors
I’m sure you know this already – The easiest way to engage a visitor is by showing them a relevant message at the exact time when they’d be the most susceptible to it.
Unfortunately, that’s where the majority of calls to action (CTAs) fall short.
After all, you can’t control when a person is going to see an under-the-post banner. For one, they might never even get to the end of the content.
Similarly, sidebar CTAs rely on a person paying attention to more than the content in front of them, and so on.
Exit popups, on the other hand, focus entirely on targeting a specific user behavior.
The exit-intent technology behind them aims to notice when a person tries to leave the site and triggers a popup at that precise moment.
How? By tracking the cursor movement on a page, and detecting exit signals suggesting a potential intent to abandon the site.
These signals typically include:
- Moving the cursor to open or close a tab,
- Placing it in the address bar (suggesting that a person might want to type another URL), or
- Close the browser window.
Here’s a quick video showing how the exit technology works in practice.
Notice how the overlay triggers at the moment the cursor comes NEAR the “x” symbol that would close the tab but before a person manages to click it.
In other words, the exit popup shows right at the moment when it detects the intent. And early enough to stop it.
And because of that specific targeting, exit popups deliver incredible results.
For example, our clients see conversion rates around 7% on average.
Now, if this doesn’t sound impressive to you, compare it with typical conversion rates from other calls to action:
- Banners and ads in the sidebar typically convert at roughly 0.5% – 1.5%
- Under-the-post banners achieve similar results, 0.5% – 1.5%
- Sliders and Hello bars convert around 1% of visitors.
So, compared to those, exit popups deliver, on average, 360% higher results.
But there’s more – this strategy could help you achieve much more than just generating more email subscribers.
Here, let me show you.
What You Can Use Exit Popups For
#1. Grow your mailing list
Fact: Most of us associate lead generation with getting someone to sign up for an email list.
That’s why we publish eBooks, case studies, white papers, and other lead magnets – to engage a visitor, and convince them to submit their email address.
And surely, using exit popups is an ideal strategy to tell them about such relevant materials.
For example, if you try leaving this site right now, you might see this exit popup:
Lush, on the other hand, use exit popups to invite leaving visitors to sign up for their newsletter
#2. Increase sales
I admit it’s hard to imagine how a simple popup could help convince visitor who has just decided to abandon a site actually to stay and buy.
But that’s where the power of targeting the exit intent come into play.
You see, often, the best way to convince a visitor to act is by presenting them with a hefty, last-minute discount.
And what’s a better moment to do it than when they’re trying to leave the site?
Take a look:
#3. Reduce shopping cart abandonment
I’m sure you’ll agree: any visitor landing on the cart page indicates their interest in buying your products.
Unfortunately, as it turns out, on average, as many as 67.45% of them never complete the purchase.
But did you know that you could save shopping cart abandonment by displaying a relevant message at the exact moment when someone decides to leave it?
For example, you could suggest saving their cart for later.
Offer a discount or another incentive to convince them to reconsider the purchase.
Or even try to change their mind by playing on their curiosity.
#4. Keep a person longer on a site
I’m sure this is obvious – the longer a person stays on the site, the greater the chance of them converting in one way or another. But what’s more, if you could convince them to visit more than one page, then your chances grow even further.
Exit popups allow you to target their intent to leave and suggest other, relevant content a visitor might find interesting. And in turn, convince them to stay longer on the site.
#5. Collect feedback on the site
Customer feedback might not directly influence your sales, but it can certainly help uncover insights that could help you improve various aspects of your business.
And as it turns out, exit popups collect a better feedback, since a person submits it right at the very moment when they’ve decided to leave the site.
By including a simple feedback form on a popup (like the ones you can create with Fieldboom), you can acquire incredible and highly-valuable insights.
The Anatomy of an Exit Popup
I’m sure that after reading the post so far, you’ll agree – exit popups are an incredibly powerful strategy to stop and convert a visitor who’s just about to leave the site. The downside? Achieving such results requires a touch more work than just setting a popup up.
For one, you need to ensure that it includes all the elements that can engage and convert a visitor:
- A compelling offer
- An engaging headline
- Content that matches a person’s interest
- Placement that makes them notice it
- Visuals that attract attention, and finally,
- A call to action that compels them into action.
So let’s go through all of them in turn, discuss what they do, and how you could use them to stop exiting visitors.
#1. The Offer
This is by far the most important element of your popup. You see, a visitor will abandon the idea of leaving the site ONLY if you present them with a compelling offer they won’t want to miss out on.
In practical terms, this means telling them what they’re going to get if they click on the call to action button.
Typical examples of offers that work on exit popups include discounts:
Exclusive information and insights a visitor wouldn’t find anywhere else:
Free downloads, and more:
Here’s the most important thing to understand about the offer.
For it to work – help you engage and convert visitors, the offer must:
- Be relevant to your audience’s needs. You must offer them something they find valuable enough to be willing to act on it.
- And secondly, it must be easy to act on. Getting that reward shouldn’t require a visitor to do any work (besides signing up or another simple activity).
#2. Engaging Headline
A headline is what you use to:
- Grab a leaving visitor’s attention. After all, to stop them, you need to ensure they notice, and then, gain interest in your popup.
- Communicate your offer. Often, the headline includes the main benefit a person’s going to get from acting on the popup.
- Entice them to read the rest of the popup. A catchy headline will make a person want to find out more about your offer. And in turn, read the rest of our message.
Here a couple of examples of engaging exit popup headlines:
#3. Content matching a person’s interest
Once you’ve caught someone’s attention, you need to tell them more about the offer, and convince them to act on it. What’s more, you have to do it with just a couple of words, and ensure that whatever you say relates to the person’s interest.
Many brands use the popup content to simply list details of the offer. For example:
Others include instructions how to avail of it.
If you offer a lead magnet, it’s a good idea to offer some social proof that would convince a person to get it.
You know, where you show a popup affects your conversion rates as much as the message you include in it. After all, your goal is to engage and convince leaving visitors to stop and reconsider your offer. And for that to happen, they need to notice your popup.
At the same time, you don’t want to intimidate them with messages popping up right in front of them. Luckily, there is a number of placements you can experiment to find the one that engages your audience the most:
- Centre of the user’s screen, by far, the most common one.
- Screen sides, either left or right.
- And bottom, left, right, or center.
Fact: an exit popup doesn’t need to feature any images and still convert incredibly well.
(Naturally, providing that it already makes a strong offer, and uses a compelling headline to communicate it.)
At the same time, visuals help enrich it, increase the chances of grabbing someone’s attention. And often, even help reduce the amount of copy you need to include in the popup.
#6. Call to Action
Finally, a strong popup must also tell visitors how to get the offer – a call to action (CTA). A call to action tells them exactly what to do to acquire it. That’s why most CTAs include action verb that clearly defines the action to take:
Putting it all together
I’ve shown you all the individual elements that make up a successful popup. And here’s an example of how all this ties in together:
See? So as the last thing, let me show you a couple of tricks that will make your popup even more engaging.
How to Make the Most of Your Exit Popup
Once you get exit popup’s structure right, it’s time to optimize your strategy to deliver the best possible result. And I thought I’d be a great idea to share some of our experience and insight to help you with that.
So, here are a couple of ideas that will help you improve your exit popups.
#1. Don’t Launch a Single Popup Only
Here’s a common mistake – thinking that one popup can help you convert ALL leaving visitors. But in truth, they have different reasons for doing so, and as a result, will respond to various messages.
For example, someone exiting from a cart page is most likely to change their mind because of a discount you’ve offered. However, this incentive won’t work on a visitor who’s leaving a blog post.
Similarly, a first-time visitor has a different knowledge about your brand or products that someone who’s visited the site a couple of times before. And once again, they would react differently to the same popup.
That’s why, you should always run multiple strategies targeting different customer buckets and personas.
#2. Make the Offer Relevant to Their Intent
Similarly, when deciding how you’re going to sway their mind, consider the last action a visitor has taken before deciding to leave. And then, counter-target it with a relevant offer.
For example, offer a discount or free shipping to a customer who decided to abandon their cart. They already decided to buy certain products. But perhaps failed to find a strong-enough incentive to continue with the purchase.
A discount or another financial benefit might convince them to change their mind.
If they exit from your blog, suggest other content they could find relevant.
And if they abandon your site from a specific product page, before adding it to cart, offer a coupon in exchange for their email, so that you could continue building a business relationship with them.
#3. Ensure You Use the Right Targeting
Exit popups target a large group of customers – anyone who exits the site.
(Which in reality means, everyone!)
But as I’ve already discussed, you need to be more specific as to what information you show and to whom.
That’s where targeting comes into play.
Most exit popups allow you to define specific conditions for showing the offer. And these would also include:
- The type of a visitor (new or returning),
- Source of traffic,
- The device they used to access your site, and many more.
Using a combination of those, you can ensure that you always show the most relevant offer to the right audience.
And in turn, significantly increase the chances for conversion.
And there you have it…
Everything you need to know to launch a successful exit popup strategy and stop leaving visitors in their tracks. Good luck!