Exit intent popups can increase conversions by 10%, but if used incorrectly can also damage visitor experience. What are exit-intent popups & how can they help B2B lead generation? Let’s learn more.
You receive plenty of traffic to your landing pages but your conversion rate is poor? Most of the traffic to your website exits without taking action? Use exit-intent popups.
What is an exit intent popup?
You’ve probably encountered them plenty of times yourself but may not have known what they’re called. Ever been to a web page and see a pop up appear when you start moving your cursor away from the page? That pop up is called an exit intent pop up, so called because it appears when you try to leave a page.
I hate exit-intent popups!
Yes, you may well dislike them, but they work. Exit intent popups increase conversion rates by 5% to 10 %, although many articles boast much higher conversion rates.
Don’t exit popups ruin the user experience? 🙁
As with most things online (and in life), too much of a good thing is bad for you. Exit intent pop-ups are designed to persuade the visitor away from leaving. Everyone needs to leave your website at some point so you need to be selective about how you use them. Set clear rules otherwise, it’s easy to go wild with exit-intent popups.
Best practices for using exit-intent popups
- If you’re using exit-intent popups for lead generation, only use them when the visitor hasn’t already downloaded something.
- Your visitor wasn’t interested in the offer on the page, in your exit popup, offer something different.
- Personalise the exit pop up based on what you already know about the visitor.
- Show the exit pop up only when the visitor has shown some engagement with the page. Don’t show it to visitors who arrive and leave within a few seconds.
- The design of your exit popup matters. It needs to grab attention but fit well with the site aesthetic.
- Make it clear what you want the visitor to do.
- In most cases, exit intent pop-ups are used to capture an email address. Make it clear how you’ll be using that email address.
- Exit pop-ups should be tested. Try different offers and layouts to boost conversions.
Where and when should I use exit pop-ups?
Use exit pop-ups whenever the visitor hasn’t completed an action, for example:
- Your visitor hasn’t completed the download of an asset.
- The visitor is about to leave and abandon their shopping cart.
- The visitor has read an article to the end and is about to leave.
- To show related content to what the visitor has shown interest in.
Does every exit offer need to be the same?
To make the most of exit-intent popups you must tailor the offer as much as possible and at the very least make it relevant to the content of the page.
- Is your visitor about to exit from your e-commerce website? You could offer a discount.
- Do you have a visitor reading details about your SaaS product? Use exit-intent popups to promote a product trial.
- Do you have a fantastic blog post? Why not offer a free guide?
- Have you found that your visitors have common concerns or objections? Address them with a popup.
- Want to increase your customer care ratings & NPS? Offer support to visitors leaving your support website.
Where do exit-intent popups fit in the marketing funnel?
Exit intent popups can be used at the top of the marketing to generate leads, in the middle of the funnel to increase engagement or at the bottom of the funnel if your prospect is close to making a purchase. It’s crucial you carefully consider the strategic placement of exit-intent pop-ups and the messages they carry.
Here are some examples of how you could use exit intent in your B2B marketing funnel:
- Top of the funnel – You capture visitor attention via paid, earned or owned channels, but the visitor is leaving without becoming a lead. Show an exit intent popup of a different offer to the one presented on the page as a last effort at lead capture.
- Middle of the funnel – Your prospect has returned to your website and is looking at a product page. Use an exit intent popup to promote case studies.
- Bottom of the funnel – The prospect is looking at the product page. Before they leave, offer the visitor a discount code and CTA to buy online.
How do you create exit-intent popups?
For creating exit-intent popups we recommend using ConvertFul. It offers an easy to use interface and it’s very simple to add them to your website. They have a free plan so there’s nothing stopping you. ConvertFul also integrates out of the box with email marketing platforms like ConvertKit and HubSpot.
Some sales and marketing funnel builders like ClickFunnels come with exit intent tools built in. Read my ClickFunnels review.
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