Exit-intent pop-ups have become an increasingly popular tool for trying to allow potential customers a bit more time to consider your offer. Since they appear after a visitor has decided to leave your site, you really have nothing to lose, but a lot to gain, potentially. They may return and buy something, leave their e-mail address or at least give you some feedback.
Still, the fact that you’ve offered a visitor an opportunity to reconsider their decision and possibly take a desirable action doesn’t mean that it’s going to happen. There are several things you need to take into account when creating your exit-intent pop-up if you want to improve your chances.
Typically, a pop-up offers a simple opt-in, such as “Yes” or “Continue”, but adding an opt-out, such as “No” significantly increases your chances of boosting conversions, according to research. When facing a choice between “yes” and “no”, some visitors do stop and reconsider the decision to leave. Some actually do return to your page or at least sign up for your newsletter.
Another option you might consider is to extend the opt-out option with an additional text, such as “No, I don’t want to receive free deals via e-mail.” Since most people like free deals, many are likely to sign-up.
Hide X closing button temporarily
Another useful tip is to delay the appearance of the closing button. Namely, many people instinctively react to pop-ups and close them without actually reading anything. They simply identify the location of the closing button and click/press it. If the closing option is not immediately available, visitors to your website will scan the pop-up for it and in doing so undoubtedly acknowledge its content. If it’s attractive enough, they will react to it.
Don’t treat everyone the same
One of the most important exit intent strategies is to tailor your message to different groups of people. Naturally, you can’t send individual messages to everyone, but you need to differentiate between first buyers and returning customers, those who just browsed and those who almost completed a shopping procedure, as well as those who have already subscribed and those who still haven’t.
The content of the message will depend on how you group the customers, which will, in turn, depend on their behaviour while visiting your site. In any case, you don’t want to burden them with the information they’ve probably already received.
Speed is crucial
Your pop-up has to load quickly, which means you should include as few pictures as possible. Also, you can’t have a lot of text, since it will discourage people from reading it. If you don’t know how to design such a pop-up, you need to consult someone who knows how to make it as “light” as possible.
Just like regular websites, pop-ups need to be responsive. They have to be designed to fit the screen perfectly, be it a large or a small one. If correct design principles are applied, people are more likely to take action, even though they’ve already opted to leave the page.
Test your message
What you might want to do as well is test your marketing messages by using A/B tests. Not only are they relatively cheap and efficient, but also very quick, provided you use software instead of the traditional method.
This should tell you which marketing message is the most effective, which should improve your conversion rates. You should find out what works best for your customers and put it into practice in order to achieve your goals.
Exit-intent pop-ups should be treated as maybe the last opportunity to establish a relationship with a visitor. If they don’t react the way you’d like them to, you haven’t lost anything, but simply failed to create something. Luckily, there are options available which may help you understand better what went wrong and what you might have done differently.