Popups are likely among the most infamous digital practices today. Their reputation as annoying, intrusive, and otherwise harmful to user experience (UX) precedes them. Yet, they continue to see use; in fact, there is a dedicated software market around them, because they augment business. There are many reasons for this dichotomy, as well as many types of popups to distinguish among. We at ConvertMore understand this subject intimately. Thus, we will use this article to focus on exit popups and exit popup software, discussing their many merits.
What are exit popups?
First and foremost, let us define exit popups, or “exit intent” popups.
Unlike other popup types, exit popups focus on addressing users’ exit intent, as the name suggests. To do so, exit popup software tracks users’ mouse movements while on a page. When the cursor moves above the upper page boundary and toward the tab bar, it supposes exit intent. Thus, it triggers a popup window that attempts to court the user into staying or taking a desirable action. In essence, exit popups try to effectively minimize bounce rates by doing so.
Finally, exit-intent technology is far from novel nowadays. It was invented and patented by Ryan Urban, the CEO and co-founder of BounceX, in 2012 – almost a decade ago.
Do exit popups support business growth?
Having defined exit popups and exit popup software, the crucial question that follows is whether it helps businesses grow. The answer is a resounding “yes”, and the data speaks for itself.
SumoMe reports a few interesting popup statistics:
- Average-performing popups yield a 3.1% conversion rate
- The top 10% of popups have an average conversion rate of 9.3%
- The best-performing popups boast a massive 50.2% conversion rate
Similarly, OptiMonk offers an impressive case study into Digital Marketer, where popups improved:
- Lead generation
- Bounce rates
- Time on site
Thus, we can safely conclude that popups are indeed lucrative. However, as highlighted above, not all popups perform the same. There are many factors to consider, from their copy and style to their function and timing. As such, you will need to address all of these points in accord with your industry and business goals.
Ways to use exit popup software effectively
This is, understandably, a huge undertaking that not all businesses can afford to tackle manually. Much like with marketing and sales automation, this is where technology offers invaluable assistance. Exit popup software provides an opportunity to use different popup types effectively, with goals ranging from customer engagement and retention to lead generation and sales.
To explore this subject in more depth, consider 5 exit popup types you may utilize:
#1 Information collection
Perhaps most importantly for lead generation, customer information is crucial for any marketing campaign. With customer insights in hand, marketing teams can personalize ad copy, retarget ads, qualify leads, and more.
For the purposes of information collection, exit popups can simply be present on opt-in form. The exact copy can, and will, differ, but the purpose will always be to ask for the visitor’s email. Should users choose to subscribe to your newsletter, you may then personalize future interactions using their information. Finally, such software as Customer Relationship Management (CRM) can also make excellent use of such information, enhancing outreach further.
#2 Promotions and offers; inciting urgency
Similarly, exit popups can allure visitors by offering special promotions and discounts. This common practice works autonomously, as in the aforementioned examples. However, augmenting such popups with countdown timers can work wonders toward inciting urgency, and thus enhancing effectiveness.
Indeed, Sleeknote found that popups with countdown timers outperformed ones without timers by almost 113%. That benefit cannot be overstated; urgency definitively works, especially for impulsive purchases. You may thus present time-sensitive offers, seasonal promotions, on-page giveaways, and discounts, or any other limited proposals. Such exit popups can help grow your email list, drive more conversions, or otherwise aid in achieving your desired outcomes.
#3 Contact offers
In a similar fashion to live chat, contact offers also help drive conversions. Customers value their time, and will thus leave sites that don’t immediately offer perceived value. Thus, in tandem with call marketing automation, you may use exit popups to offer direct communication channels.
Such popups will typically offer the option to schedule a call with the business through forms that ask for users’:
- Phone number
- Full name
- Email address
- Preferred call date and time
Such exit popups explicitly address bouncing visitors, offering personal communication with a live agent to address their visiting intent. This practice helps denote professionalism, assuring the visitor that their need can be met if the landing page did not.
#4 Discouraging cart abandonment
Leads and contact aside, shopping cart abandonment is another prevalent concern that impacts final sales. It typically concerns eCommerce businesses, where the phenomenon is common.
To discourage cart abandonment, exit popups can simply provide reminders that users still have items in their cart. For increased effectiveness, such reminders can do the following, among others:
- Remind users of such perks as free shipping
- Offer discount coupons
- Offer to save their cart contents for a later date
Such elements employ the conceptual basis of other popup types; offering more value, pronouncing perks, and inciting urgency. What’s more, offers like saving one’s cart contents also ask for users’ emails to do so, growing your lists. Thus, combined with an enticing visual, such exit popups can also help drive sales and business growth.
#5 Social media CTAs
Finally, social media Calls to Action (CTAs) are another way exit popup software can help enhance marketing outreach and effectiveness.
Such exit popups offer an easier way for visitors to sign up for newsletters, by using their social media profiles instead of emails. Conversely, they may ask visitors to follow you on social media, growing your audience base. Notably, doing so can undeniably enhance your social media marketing efforts, as a large audience will serve as social proof.
To summarize, exit popups are demonstrably effective. Their potential negative effect on UX is negligent, while their potential benefits are vast. From growing your email list to lowering effective bounce rates and enhancing your social media presence, applications abound. What’s more, exit popup software can help you explore these practices efficiently and easily.
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