Why Exit Intent Work?
With the advent of Digital Marketing, business owners and webmasters have widely focused on attracting traffic to their websites. But, over the period of time, they all know that bringing in traffic to the website is not enough. This does not yield revenue. Therefore, increasing the conversion rate i.e. increase the number of visitors being converted into customers is important.
98% of the Traffic Coming to a website, leaves without doing anything!
70% out of those leave to never return!
Are you managing a website only for the 2% visitors who stay back or the remaining 30% who are not sure of returning?
It is high time you work for the majority of the traffic that abandons your website!
Research has found that most of the visitors who arrive at a website, leave without doing anything. Exit Intent popups work to hold back these visitors compelling them to act; therefore increasing the conversion rate.
Imagine a user has entered a query in a search engine, your website is among many others being displayed in the results. The user clicks on the title and your website is opened. He goes through the content in brief, but prefers closing the webpage and moving ahead to another one. You now display an attractive popup that offers some discount, or asks him to enter his query with a promise to get back, he will surely want to give it a try. This is where conversion occurs.
The reason a user arrives on your website, is because he has found something relevant to what he was looking out for. Holding back such visitors is where Exit Intent works.
Ever since they have been used, Exit Intent popups have proved to be superior to the other kinds of popups or forms. Though it may sound astounding, you can gather 10 times more email addresses than you could with a normal form. Whether your site visitors are about to leave the site or abandon their shopping cart, you can use a popup to get their email addresses by offering a free ebook, gift vouchers, or discount coupons.
If you are still in a dilemma about whether you really need exit intent popups, here are a few statistics for consideration. To begin with, as many as 70 to 90% of visitors abandon your site without any intention of returning ever again. Some studies analyzing shopping cart abandonment have found that 67.89% of all shopping carts are finally abandoned. No wonder that the trend has become a big concern for most online marketers. To overcome this frustrating phenomenon, exit intent popups can serve as an effective tool.
The following table displays a few instances where exit intent has proved to be helpful to increase conversion rates.
The above mentioned examples are real instances that Stuart McKeown speaks about in his post on gleam.io. It proves that the exit intent technology works wonders irrespective of the purpose it is being used for.
There are opt-in form building tools like the OptinMonster, ConvertPlug and SumoMe that have the Exit Intent feature. OptinMonster and SumoMe is developed for websites developed on all platforms, whereas ConvertPlug can be used for websites developed using WordPress.
The introduction of such automated tools has and continues to make this task simpler and help websites hold back abandoning visitors.
Exit Intent Smart Use
If you want to use exit intent the smart way, here’s how to do it:
1. List building:
This is still an effective and the most popular form of online marketing, since it costs almost nothing and yet lets you get email addresses of abandoning site visitors, whom you can address later via emails or drip marketing to boost your conversions. Thus, rather than losing your abandoning visitors once and for all, you get a second chance to reach out to them and entice them back to visit your site and take some desired actions.
2. Redirect traffic:
Use Exit intent popups to redirect traffic to special or landing pages of the website. You can display interesting content to your bored readers, thus giving them a second chance to convert. For example, an eCommerce site can show alternative offers at discounted rates, while a content site can use it to drum up some publicity for its ebooks, newsletters and whitepapers.
3. Exchange Contact Information:
Site owners can display a toll free number or a Customer care number where the users can call and clear their doubts. This popup can also be a contact or feedback form through which users can enter queries or feedback about the site and its content.
4. Reduce cart abandonment:
Knowing what to promote and how to target the right group of potential customers is crucial. With almost 70% of visitors abandoning their carts, shopping cart abandonment is at an all-time high, which makes promoting your best offers to the targeted clientele an uphill task. You can find a solution by using a popup survey that asks questions to your customers to identify the reason for the abandonment. From the prices being too high and finding a better deal to saving the cart for later, reasons for abandonment can vary greatly. By knowing the exact reasons, you can fine tune your offer/message and address the hurdles on your checkout page that have been causing the shopping cart abandonment.
5. Increase your PPC quality score:
Advertisers use PPC quality score to rank your ads and calculate your cost-per-click. You can leverage your exit overlays to boost your PPC quality score, namely the bounce rate of your site, the time spent by a visitor on your site and the number of pages they visit. This way, exit popups can enhance your PPC campaign’s ROI.
6. Encourage social media sharing:
With a time-delayed popup that has a social widget embedded in it, you can get your visitors to follow you on various social media platforms or like your page, thus boosting your social media influence.
Exit Intent Smart Strategies
Use a choice instead of a single call-to-action: Just like five fingers aren’t the same, people too are different. That’s why rather than having a single CTA, give people various choices like Yes, No, May Be.
Delay the time of closing the popup: Popups can be annoying at times. Users often tend to close popups the moment they appear. Therefore, delaying the appearance of the close link or button will compel users to go through the content of the popup. This ensures that they won’t be closing the popup without knowing the context. Delaying the display of the close button increases the chances of a visitor getting converted.
Show different messages for returning visitors and existing visitors: Don’t annoy your subscribers as well as present and potential customers by opting for a blanket message. You need to target these groups differently by showing well planned, customized messages and offers for each group.
Use it through the bifurcation of buyers’ journey: The exit intent technology responds to a varied range of visitor behavior scenarios, starting from a specific mouse pathway, mouse movements towards the back or close button, stagnant position of the mouse for a long time period, etc. Thus, you have to design exit intent popups for various phases of likely abandonment throughout a buyer’s journey to increase and tap into opportunities of converting random visitors into leads.
Reduce the loading time of the exit intent popup: An exit-intent popup is displayed only when a visitor is about to leave your website. That’s why it’s crucial to time it right and let it load with a lightning-fast speed or else, you will lose these people who abandon your site or your shopping cart forever.
Must be responsive: For utmost effectiveness, your popups need to be responsive to mobile and diverse screen sizes.
Implement A/B test before finalizing the opt-in pop-up: With A/B testing of your exit-intent popups, you can find the particular marketing messages that work the best, thus improving your conversion rates, with very little preparation or effort. You may even consider such popups as mini landing pages, which you can use to test discount offers, new product offerings, rewards and much more.
Use conversion analytics to track your visitors: You can use Google Analytics to track when conversion peak happens, thereby ensuring that your targeted message reaches your visitors without bothering them. For finding out the best timing for your popups, you can look at statistics for tracking like the time spent on site, number of pages visited etc. Based on the data and insight gathered, you can tweak and adjust your popups accordingly.
Design pop-up by keeping the users in mind: Without targeted popups, your effort would be wasted as those will fail to hold the attention of your target clientele and make them take the desired action.
Follow color wheel to design an opt-in: Choosing the right colors for a popup is important to drive maximum engagement. This is where the color wheel can help.
Keep the content precise and catchy: Your exit intent pop-ups should encourage people with a strong, smart, short, crisp and targeted message.
Do not use fade or dull colors for CTA: The CTA should be eye catching but not irritate your visitors or trigger morose feelings with bold/faded/dark colors. So, be careful to ensure that the right colors are chosen.
Use Tooltips wherever necessary: Tooltips are small paragraphs of text displayed within a dialogue box when a user hovers on a part of the page. The tooltip text can be used on Exit Intent popups to warn users that a popup or an opt-in form may not be displayed once it is closed.
Use the Toggle button to display popups: There may be times a user prefers closing a popup when he is busy reading a piece of content on a webpage. Webmasters can then prefer displaying them as small toggle buttons that appear on the edge of the browser. When clicked, this button displays the popup again.
Start Using Exit Intent in 5 Minutes: The automation and easy-to-use tools have made it quite simple to enable the exit intent technology on a popup. Let us consider enabling the exit intent in a few tools.
OptinMonster: OptinMonster is a widely used tool that supports exit intent with many different triggers and design features. Along with the basic Exit Intent technology, one can also alter the exit intent sensitivity through the interface. Enabling the exit intent technology can be done through the configurations tab. Priced at just $29/ month for OptinMonster with exit intent, this tool has succeeded in establishing a prominent place in the market.
ConvertPlug: ConvertPlug, the recently launched WordPress plugin has succeeded in making its presence felt with the advanced features and ease of use. This too supports the exit intent! Here, you can enable the exit intent feature by simply opening the behavior section and enabling the exit intent button seen under Smart launch. A one-time payment of $21, makes this plugin the most affordable, easy and most effective way to boost conversions.
SumoMe: SumoMe, again a well-known tool that can be used to attract abandoning visitors. Enabling the exit intent feature in SumoMe is easy too. The option is available in the Smart Mode within the behavior settings of the opt-in form or popup. The basic version of SumoMe is available for free, while the starter kit begins at $10/month.
Using popups without annoying or driving away visitors is an art. The use of the Exit Intent Technology with a little creativity will help you do so. Tools like the OptinMonster, SumoMe and ConvertPlug give you a chance to use your creativity, marketing skills along with the Exit Intent and see your conversions soar.