Key Tool for Conversion Rate Optimization
An exit pop is a powerful conversion rate optimization tactic where exiting visitors are exposed to a final compelling argument. A case is made for why they should provide they’re email address in exchange for something relevant and valuable. The exposure occurs when they exhibit “exit intent”. In other words, as soon as they move their mouse toward the browser controls, presumably to type in a new Google search query or enter another URL. Once triggered, a dark mask covers the webpage and a vibrant opportunity appears.
So that’s a working definition, but it’s so much easier to demonstrate. If you haven’t already, move your mouse toward the browser controls above. What you get should look like this:
This is not the time to capture everything about the visitor (soon to be lead). Pace yourself! You’re getting email addresses from people who are genuinely interested in your products or services – that’s huge! It marks the beginning of a business relationship. You can now have a conversation – continuing the courtship ritual.
But What If It Freaks Them Out?
I hear this question frequently. Keep in mind, this only happens if the visitor is going to exit your website. THEY ARE ABOUT TO LEAVE! In most cases, this is your very last chance to create a relationship. If they trigger the exit pop on accident, they won’t see it again for some period of time (this is fully configurable). So, it won’t get annoying.
- Be Relevant – what you offer should be relevant. It should fit the context of the page where the trigger occurs.
- Deliver Value – make a promise to deliver something of value, then do it quickly after receiving their value (their email address). This is the foundation of conversion rate optimization.
- Don’t be annoying – only put them on certain types of pages – the home page, key landing pages and blog posts have worked best for us.
- Limit frequency – we generally set exit pops to trigger no less than 30 days apart. So, if a visitor triggers an exit pop, they won’t see another one for a month or more.
- Trigger not a trap – don’t misinterpret an exit pop as a trap. Some people have made the trigger an action like physically clicking the back button. At that point, you’re physically stopping the visitor from doing as they please. This is beyond annoying and can make them angry. That’s not a way to build a solid relationship.
Okay – How Do You Do It?
- choose the type of pages you want to display the exit pop – posts, pages, 404 pages, etc.
- turn off the exit pop on specific pages (overwrites the first rule – so you could prevent the trigger on a specific post, but keep it for all the others)
- set the frequency (when a returning visitor will see an exit pop again) – from minutes to years
Why You Should Have an Exit Pop for Conversion Rate Optimization by John-Scott Dixon is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.