Popups have a terrible reputation, but the data proves they work. Learn how to design exit-intent popups that convert without destroying UX.
Let’s address the elephant in the room: Users hate popups. However, marketers continue to use them for one simple reason—they are incredibly effective at capturing emails and saving lost sales. The key is using Exit-Intent technology elegantly.
What is Exit-Intent?
Instead of blasting a user with a popup the second they land on your site (which guarantees an immediate bounce), exit-intent scripts track the user’s mouse movement. The exact millisecond the cursor breaks the browser plane to click the “Back” button or close the tab, the popup triggers. It is a last-ditch effort to save a leaving visitor.
1. Offer Real Value
A popup that simply says “Join our Newsletter” will fail. You must offer a tangible exchange of value.
- “Wait! Take 15% off your first order.”
- “Before you go, download our free SaaS Scaling Blueprint.” The incentive must outweigh the annoyance of the interruption.
2. Make it Easy to Close
Dark UX patterns—like making the “X” button tiny or hiding it completely—will infuriate your users and damage your brand. The close button should be obvious. Furthermore, allow users to close the popup simply by clicking anywhere in the dark overlay background.
3. Cheeky Opt-Out Copy (Use with Caution)
Many brands use “negative opt-outs” for the decline button. For example, the accept button says “Yes, I want 15% off!” and the decline button says “No thanks, I prefer paying full price.” While this can increase conversion rates, it can also come across as condescending. Test this carefully against your brand voice.
4. Mobile Considerations
Exit-intent is tricky on mobile because there is no mouse cursor to track. Instead, mobile popups trigger based on “scroll up” speed or when the user hits the browser’s back button. Ensure your mobile popups comply with Google’s interstitial guidelines so you don’t get penalized for SEO.
