Exit-intent popups: how to engage visitors who are about to leave

How exit intent is detected

On desktop it usually means the cursor moves toward the top of the window, to the tab bar or the close button. On phones there is no cursor, so tools rely on signals such as a quick scroll back up or the back button, which are less precise.

What to offer

A generic 'wait, subscribe' message rarely works. Offer something specific: a free template, a checklist, a discount code, or a relevant guide. The offer should feel like a reason to stay, not a toll to leave.

Make it easy to say no

On one publishing site we run, roughly four in ten people who saw an exit popup closed it. That is normal. A visible close button and a friendly tone protect the experience for them.

Device matters

In our own data the same exit popup converted far better on mobile than on desktop. Do not assume one setting fits both: check the split by device and test a different offer or layout for the weaker one.

Frequency and targeting

• Show it once per day or per session at most.
• Skip pages where the visitor is mid-task, such as checkout.
• Do not show it to people who already signed up.

Measure it

Compare sign-ups with and without the popup, and watch the share who close it. If most people close it and few sign up, change the offer before changing the design.