Why This Exit-Intent Popup Generated 7,973 Leads and $50k in Revenue
Every now and then, we get an email from a marketer using ConvertFlow for website popups, that goes a lot like this…
From: Concerned marketer
“Hey guys, for some reason my website popup isn’t converting well?
We’re getting traffic. It’s getting views, but the conversion rate sucks!
I thought we’d be getting more leads. Why is this happening?”
And then, at the other end of the spectrum, we get messages from marketers like this:
From: Anthony @ Rudy Mawer
“Hey guys, one of our campaigns based off a ConvertFlow exit intent popup has generated over $50,000 in revenue in the last 2 months. This is a huge success for us that was directly measurable from ConvertFlow. We’ve also seen about 8,000 additional leads come in from this campaign.”
While we obviously prefer getting emails like the latter, we also love it when our customers come to us for strategic help when it comes to getting more conversions.
We see these as great opportunities for growth, and these cases often highlight important conversion lessons that can be brought up to the user.
And in certain cases, these valuable lessons can be shared and applied by other pro marketers in the ConvertFlow community.
What is an exit intent popup?
Have you ever been to a website and when you moved your mouse to leave the page, either by clicking the back button or closing the tab, a popup appeared?
This an exit intent popup:
How do exit intent popups work?
It works by tracking your mouse movements, as well as your back button interactions, to measure visitor “exit intent”.
Then, based on this site activity a website popup is triggered, catching the attention of the visitor and presenting a message that hopes to re-engage the visitor with new content or an offer.
How do exit intent popups trigger on mobile devices?
On mobile devices, there is no “mouse” movement to track, just touch controls.
At ConvertFlow, we’ve found that on mobile, triggering exit intent popups works best when the visitor clicks the back button of their device.
Here’s an example of a high-converting exit intent popup
Let’s take a closer look at a real-life case study. When looking at Anthony Accetturo’s exit intent popup, we can see a couple of interesting characteristics that indicate why it’s converting so well.
Anthony Accetturo’s exit intent popup is incredibly eye-catching
Here’s step 1 of the 2-step popup:
Anthony Accetturo, the marketer behind this popup, went over and above to make sure he’s displaying a CTA that’s sure to get a visitor’s attention.
The exit intent popup’s copy and offer are genuinely compelling
In this case, the visitor has checked out an ecommerce product, which indicates purchase intent.
Using bold copy, that is thoughtfully crafted to engage the visitor at the perfect time, the popup draws the abandoning visitor in, one last time, to present them with an offer they can’t refuse.
Also, take note of the conversational tone used for that initial CTA step shown above.
Then, Anthony wraps it up with a risk-reversing guarantee, along with a strong, clickable call-to-action button which leads to the 2nd step in the CTA, capturing the visitor’s email address.
Check out Anthony Accetturo’s customer story, and see how they used ConvertFlow to boost their conversion rate – Read The Story
The exit intent popup is targeted and perfectly-timed
With Anthony’s permission, we took a closer look, and saw that this popup is targeted to a certain page. This allows them to carefully exclude existing customers who were tagged as having purchased the product in ActiveCampaign.
Note that it triggers upon exit intent. It shows only to visitors who have not closed out the popup in the last 14 days.
Exit intent popup performance benchmarks
So what kind of quantifiable results can be directly attributed to the exit intent popup built with ConvertFlow?
In short, Anthony and his team generated an extra 7,973 leads, plus over $50,000 in additional revenue during a 2 month period.
Awesome work Anthony!
But that’s an anecdotal example. We need to see an average.
At ConvertFlow, we’ve helped over 10,000 marketing teams launch conversion popups, landing pages and more with our all-in-one conversion platform.
So, I pulled up ConvertFlow’s most popular popup templates and sampled 1,000 exit intent popups created using these templates to see how they are converting.
Here are the results:
Exit intent popups sampled: 1,000
Total unique popup viewers: 3,269,674
Total unique popup conversions: 140,414
Average popup conversion rate: 4.61%
Conversions in the context of an exit popup includes either clicking a call-to-action button or submitting a form, but does not include buttons or icons for closing out the popup.
What can we include? Exit intent popups work!
But they need to be used carefully and in the correct context, otherwise they might be annoying to your website visitors.
How NOT to use exit intent popups
Unfortunately, not all popups are created equal. So when we get an email from “concerned marketers” who are not getting the conversions they want, we take a deeper look at their case, and almost every time, we find a CTA looking something like the one shown below:
Now there’s nothing wrong with a popup call-to-action that looks like this. It’s subtle, and not aggressive. It may also look clean on the website.
Hey, there are times when subtle calls-to-action convert. However…
Mistake #1: Subtlety, doesn’t always get the attention you need
Marketing, by nature, is about capturing attention and guiding a person to take a specific action. Sometimes, when there’s not enough contrast, visitors simply don’t know what to pay attention to.
So don’t be afraid to make your calls-to-action standout. Creating contrast with design can help. Visual representations can help even more.
Here at ConvertFlow, we like adding team profiles to our popups. This makes the popup message look conversational, rather than promotional. Plus, human faces have been proven to command more attention.
So, whenever creating a popup, take some extra time to think about the thought process of your visitors when they first see your popup. Is it eye-catching?
Of course, this doesn’t mean you should go wild, and annoy the crap out of your website visitors.
In fact, please avoid doing this. The other day I was on a site and was presented with a popup that looked like a gambling interface. I felt insulted, and immediately left the site.
Unfortunately, more often than not, marketers are so concerned about not disrupting their visitor’s experience, they fail to capture enough attention to drive the kind of conversions that will make their traffic generation efforts worthwhile.
Mistake #2: Triggering popups at the wrong time is a recipe for poor results
In addition to not investing time and attention in creating a visually-engaging popup, another common mistake we see is not setting the popup to trigger at the right time.
More than often, it’s obvious that much thought wasn’t given to when the popup should show on the page.
For example, triggering a popup 5 seconds after loading the site for a new visitor, may be annoying and prompt them to close it out.
Mistake #3: Less targeted popups = Lower conversion rate
Another common mistake with popups is settling for site-wide targeting on most of your pages. This means you are disregarding the relevance of the content the visitor is currently consuming.
If you don’t have any popup targeting for your website content, by all means set some up, and you’ll see a boost in conversions.
But don’t just stop there. Create targeted exit intent popups for your content categories and even for your individual blog posts.
The more relevant your popup is, to the content the visitor is reading, the higher the conversion rates.
Mistake #4: Failing to make a compelling offer
The exit intent popups our team sees that aren’t converting much, tend to have less-than-compelling offers being made to their visitors.
So what factors contribute to a low converting offer?
- The offer is not relevant to the content the visitor is consuming
- There isn’t much perceived value being created
- It lacks clear visual representation of the deliverable
- It asks for too much information in exchange for the visitor to take action
Remember the popup Anthony had set up on Rudy Mawer’s site, and how compelling the offer was?
It’s visually captivating, targeted, relevant, perfectly timed, and it makes a truly compelling offer to the visitors who are seeing it.
Mistake #5: Trying to code the popups yourself
For your website’s exit intent popups to be successful, you’re going to need:
- A fast way to create a lot of different popups for the different products, content pages and categories for your website
- Robust conversion tracking and analytics
- A way to split-test your exit intent popup messaging and offers
- API connections with your email service provider (if your popup collects contact details)
- The ability to control WHAT popup shows on certain pages of your website
- The ability to control WHO sees your popups with personalization rules (example: not showing newsletter forms to existing subscribers, or showing specific popups only to certain customers)
- The ability to control WHEN your popup triggers after the page loads
If you’re a marketer, trying to code this all yourself is probably not what you want to do.
And even if you have developers on staff, having them custom code your popups may:
- Burn dozens of expensive developer hours per popup
- Waste your time waiting weeks or even months for the developers to launch popups and make changes
- Take away the control over your popups that you as a marketer needs to be able to report, optimize and further personalize your popups
How to create exit intent popups without coding
For example, here’s a simple cart abandonment popup template you can use for free:
Setting this up on your website is easy. Here’s how:
Step #1: Import the free exit popup template into your ConvertFlow account
Use this link to get the exit-intent popup template for free. If you have already signed up for a ConvertFlow account, using this link will import the CTA into your website.
If you haven’t signed up for ConvertFlow, you’ll be registered on ConvertFlow’s free plan which you can use to launch your first 3 popups for free.
Step #2: Adjust the template’s special offer
Ideas include a discount code, free shipping, a bonus, etc. In this case, we’ll use a 15% off discount code as a special offer, so let’s adjust the text in the popup template.
Step #3: Add the special offer instructions to the thank you step
To do this, just scroll down in the ConvertFlow builder and edit the template text.
Step #4: Connect the popup form to your email service provider
To do this, click on the form and then click “Confirmation Actions” to control what happens when it is submitted.
The form is already set to jump to step 2, where the offer instructions are given. To add an email integration, click “Manage email integrations”.
ConvertFlow’s list of email service provider integrations will appear. Click to connect with the one that you use and follow the instructions for that integration.
In this case, I’ve connected MailChimp. With MailChimp connected, let’s add an automation to add the subscriber to a MailChimp list, where we can follow up with future offers and promotions via email marketing.
Step #5: Preview your popup
Save and publish the changes. Then click to preview the popup CTA.
Step #6: Launch your popup on your website
Click to the “Launch” page and then add a targeting condition to target all product page listings on your ecommerce store.
We can do this using the “If URL contains” targeting condition type, possibly checking for a keyword such as “/product”.
Pro tip: Using ConvertFlow’s advanced targeting conditions, you can also exclude existing subscribers and customers visiting your website, or target your exit intent popup only to people in specific contact segments.
With the targeting condition set, let’s activate the popup campaign by clicking the toggle.
If you haven’t already set up ConvertFlow on your website, you’ll then be given your ConvertFlow script. Here’s how to install ConvertFlow in your website CMS.
Now if we head to our website and visit a URL matching the targeting criteria, the exit-intent popup should display when trying to exit the page.
Step #7: Report on your exit intent popup’s results
Once you’ve launched your exit intent popup on your website, you’ll want to click to the “Overview” page of your popup CTA in ConvertFlow and start analyzing your results in real-time as they come in.
You’ll want to look at the overall conversion rate metric of your exit intent popup as the primary key performance indicator (KPI), with the 4-5% average conversion rate benchmark in mind.
Pro tip: If your exit intent popup has multiple steps leading up to the primary conversion, you can track that as a “completion” in ConvertFlow and report on your conversion rate as well as your completion rate.
Step #8: Split-test your exit intent popup
Once a control variant has been established with significant statistics, it then may be a good idea to split-test another variation of your exit intent popup.
ConvertFlow makes split-testing easy. Just duplicate variant A to create variant B, C and so.
Once you duplicate a variant, you can allocate a percentage of popup viewers to that variant like so:
Then, you’ll want to analyze the results of not just the entire exit popup campaign as a whole, but also the individual exit popup split-test variants, so you can choose a winner and benefit from the highest conversion rate possible.
A conclusion on exit intent popups
Now that you’ve completed this guide, you’re ready to boost your website’s conversions with exit intent popups!
If I can leave you with a single golden nugget to remember, moving forward, ask yourself how can your website popups be more compelling?
Give your popup a little more thought, take a second to role-play the scenario and do your best to look at your offer through the eyes of a new page visitor.
Chances are there are low hanging conversion quick wins, ready to be split-tested!
Jonathan is Co-Founder & CTO at ConvertFlow. He's all about making the ConvertFlow product as awesome as possible for marketers.