Let me paint you a scenario. A true one. I am browsing. I land on a page and immediately realize that it does not provide any information that I require. As soon as I THINK about leaving it, the page shows some sort of pop-up along with a CTA (Call-To-Action). Yes. That’s right. I just have to THINK about exiting. Insane right?
So what’s going on? Have our technological overlords tapped into the sorcery of mindreading? Has the amount of sensitive information we have been providing to our rectangular confidants become sufficient to anticipate our next move? No. It’s just that our fellow human beings, have tapped into the phenomenon of “cursor-movement reading”.
How does it work?
I am sure you must have experienced such pop-ups too. These are called “Exit Intent Pop-ups”. Quite literally these pop-ups pop up as soon as we decide to leave a particular page. But how? By tracking the movement of our cursor. The pop-up is triggered as soon as the cursor leaves the active area of the page.
Active areas of any page include the content window. It is where the elements that are unique to the webpage are shown. Any other elements or add-ons added on your screen including the search bar, toolbar et cetera come under the static regions of the page. The following is an example of an exit intent pop-up used in the site www.newsoftwaremarketing.com . Notice how the mere movement of my cursor away from the active area prompts the pop-up.
This technology is really useful to reduce bounce rates. It identifies the precise instant that a visitor intends to leave the page, based on his/her activities and presents them with an incentive to stay. It is also seen that these pop-ups result in better conversions than other kinds.
A drawback is that it cannot be tracked and done on mobile devices. But marketers and coders have worked in cahoots to contemplate and implement on-load, on-click, and on-scroll pop-ups which are quite similar.
So what are the different applications of these popups? What purposes can it perfect?
A list of 20 distinct themes of exit-intent popups
1)Subscription to newsletters.
2)Reducing cart abandonment.
4)Feedback intended pop-ups.
5)Social media pop-ups.
6)Free demo for product or service.
7)New product or service introduction.
8)Cards with contact details.
9)Pop-ups encouraging app downloads.
12)Discount coupons and vouchers.
13)Offering a support ticket.
14)Discount for the next purchase.
16)Related products and services displaying.
17)Notifications (“first to know”)
18)Setting reminders to come back to the page.
20)Providing PDF versions of the post.
These are just some ideas on how to engage with the viewers using exit-intent pop-ups. Let us now look at a few websites using this particular pop-up.
However, like everything under the bright blue sky, these pop-ups has its share of haters. It can be annoying at times. But as marketers, you have to give it a shot. Audiences’ attention span is very short. “I came, I saw, I conquered” is a thing of the past. Nowadays, “They land, they see, they leave”. And the ones who leave seldom return.
So what do we do? What exact action do we take when they decide to leave? 3 scenarios flash across the mind. One, You accept your fate and gloomily watch them leave. Two, you wake up that optimist within you and hope they return. Or three, you give it a final shot and convince them to stay a bit more. Convince them that you have more to offer. Convince them that you are worth their time.
Optimizing the Pop-up
In order to make the most out of the third scenario, there are certain optimization techniques to indulge in. Just like any other element of digital marketing, exit intent pop-ups need to be optimized. It is not for everyone.
Few points to consider in order to optimize your pop-up are:
- Target granularly. Your offer must resonate only with your specific audience.
- Make it attractive. Obviously. Nobody wants to look at anything ugly. An important factor is to make a design similar to your website’s design. This increases authenticity.
- Compelling copies convert. Readers should not be made to rack their brains to understand the copy. Make it as simple, actionable, and legible as possible.
- Make the CTA irresistible.
- Make it waggish. Add a quiz or other elements that render the pop-up more interactive.
- A/B testing can also help determine the right alternative to consider.
Armed with this information now let’s set out to make the most compelling, clean, and enticing exit intent pop-up there ever was or there ever will be.