The Anatomy of a Perfect Exit Intent Pop-up

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Let’s be honest, pop-up windows are pretty much hated. People find them annoying and useless. There’s a feeling they’re somehow rude – if a visitor decided to leave your site, that’s their choice.

In spite of all this, the exit intent windows are still here, and they are going to stay here for a while. Want to know why? Because they really work. In fact, they can increase email opt-ins for as much as 400 percent. So it’s not whether you should have them, but how to create the one that will do what it’s supposed to, and not cause too much inconvenience to your visitors.


Pop-ups with general information that just repeat what’s already on your landing page won’t do you much good. Also, the ones that just outline your latest special offer can actually be counterproductive, because that may not be the reason the visitor came to your site. For example, if the visitor left the shop section without buying anything, your pop-up should let him know about a discount that they can get by subscribing to your mail list; if they leave the blog section, the pop-up can be about possibility of getting updates via e-mail.


Allow them to leave

These windows are called exit intent pop-ups for a reason – they appear when people want to leave your web site. Worst thing you could do is make it hard for them to do so. This means that you shouldn’t try to hide the “close window” button, or make them wait a certain amount of time. Also, don’t make the button for refusing your offer smaller or less visible than the other one. Making both buttons the same size is a small sign of respect you have for your customers. However, you can be funny about it and make the reject button less appealing.


Create urgency

You should let your visitors know that they’re missing out when they leave, but it’s important not to sound desperate. Avoid “Today only” pop-ups, especially if you use them every day. The best way to do this is to create a pop-up that promotes a new feature, or an offer that will soon be available. Adding a countdown timer can be a polite way of reminding the customers that the offer is time sensitive. Also using numbers to explain how easy it is to sign up is a good way to emphasize the simplicity (it only takes 60 seconds!).

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Good copy

Because they appear when someone is about to leave your site, pop-ups can seem like an afterthought, but they – most certainly – are not. They’re ads, like any other, so they should be written like ones. They should contain relevant information. This, of course, means that they can still be clever and witty, as long as they are informative. Like all other ads, they should feel personal or, at least, personalized. And naturally they should reflect the overall image of your brand in both style and substance. This is also an opportunity to be more conversational and colloquial with your customers.


Informational tool

Pop-up windows can help you get your visitors back on the site, but they can do more than that. It’s a good way to find out more about your customers and how they interact with your site. Ask the customers, as they are leaving, to tell you how they heard about your business, why are they leaving or just to rate the experience they had on a simple scale. This is especially important for new businesses that are still trying to find their key audience.!2.jpg


A few technical issues

If your site has a cart section, the pop-up window could be used to remind the user that they still have items in their cart they didn’t order. Options to both order and decline should be available and easy to find. Also, this can be the last chance to add links to your social media – do so in the bottom, so the pop-up doesn’t seem overwhelming.

Exit intent pop-up windows are a useful marketing tool. By following these simple rules, you should make the most out of them. Just remember – pop-ups, like any other aspect of your advertising campaign, should be adjusted to suit the specifics of your business.

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