I’m sure you’ve come across them: You try to close a browser tab or move to a different one, and a popup window comes up with some last-minute message to catch your attention. This is an exit-intent popup.
Exit-intent popups are often used by websites to retain visitors that are about to leave the site. Users’ mouse movements are tracked, and when their cursor moves outside the upper page boundary, the popup is triggered.
出口意向弹出窗口的大多数对话都是关于公司如何将它们用于其优势 - 例如，为了让人们订阅公司的电子邮件时事通讯。转换优化服务的GOB在生成领导，时事通讯订阅和销售方面的效力。
Although these techniques may show small increases in conversion metrics, they can also对用户造成负面影响。Most exit-intent popups ask something from the users, such as their names and email addresses or to like the company on social channels.Manipulative wordingis often used in exit-intent popups to shame people into taking the desired action. Users see through these tactics, and the result comes off as a one-sided interaction: the company is the only party that benefits from it.
In this article, we’re not going to talk about how to convert and manipulate users with these popups. We’re going to discuss how to use exit-intent popups as a tool for improving the customer experience. The main idea is to increase theperceived valueof the exit-intent popup and ensure that users get a benefit from the interaction that keeps them on the site. Ideally, the provided benefit should balance the cost of not pursuing their original intent (leaving the site).
Our research onecommerce promotions显示用户在查看优惠券代码的开放字段时，定期留下结帐页面，并且它们没有优惠券。在这种情况下，用户搜索Web进行折扣代码。Instead of making users search the web for a code and possibly losing that sale if they don’t find one (or find a better deal elsewhere), offer the code when it’s contextually relevant: that is, when you notice that a person prepares to leave the site to find one. The user has already added items to the cart, so save her time and pleasantly surprise her with a little incentive to complete the purchase.
Note: The language employed (Not interested. I’d rather pay for shipping) ismanipulative。(Image source:https://targetbay.com/blog/shopping-cart-abandonment-strategy/)
An exit-intent popup doesn’t have to show a coupon to be beneficial to users. Sale items or other useful sales-related information can also deter users from leaving the site.
2. Prevent a Mistake
How many times have you thought that you had purchased something online, only to realize later that you did not fully complete the checkout process? This has happened to me more than a handful of times: I thought I had placed an order, but my item never arrived, and when I logged in to my account I discovered that the order didn’t exist.
Of course, in many such situations, the culprit is the interaction flow. Sometimes several confirmation pages appear before the transaction is processed and users lose their place or assume they are finished. Sometimes, the review page looks like a confirmation page, signaling to users that the transaction is complete when it is not. But, occasionally, users may get distracted and try to leave the process too early.
3. Save Progress
Sometimes users leave a page because they want to finish their task at another time — for example, if the process is too time-consuming and they’re not able to complete it in that moment. Any time users leave a process, there’s a risk that they won’t come back to finish it later, even if they intend to do so. Help them continue their journey and pick up where they left off without losing their progress. Saving progress is useful for any time-consuming task, not just ecommerce purchases.
4. Offer Something Else of Value
在用户离开之前，请考虑将他们的注意力呼吁对它们有用的网站 - 这是一件内容或其他可能没有注意的内容。将其作为一个机会向访问者展示您的网站是一个有用的资源。也许这个最终互动将有助于建立一个将在以后变成业务的关系。
5. Gather Feedback to Serve Them Better
Although the examples above are from ecommerce websites, asking for feedback could be used on many other types of websites.
6. Offer to Remind Them Later
Not all users are ready to buy when they’re browsing a website. People often research and compare options with the intent to purchase later. This pattern is common on sites that sell goods and services for a specific occasion or season.
7. Offer Support
If your offering is complex or if customers might benefit from talking to a human, consider calling attention to your接触channels, especially if you have在线聊天。用户不得自行与idea of contacting customer service or they may think that the effort to do so is too big. But, if you can catch users on their way out with a quick path to easy answers, they may just take you up on that offer. If your customer support is easy to use and real-time, this interaction may secure a customer. They’ll likely remember their positive experience with your company.
8. Direct Users to a Different Channel or to the Next Step of the Customer Journey
A static website experience may not resonate well with every potential customer. Some may benefit from interacting with other media to learn about your offerings, but they may not take the steps to do so on their own. If there are other settings or channels where you can educate customers about your services, alert users about them when they are leaving your site.
This type of popup lowers theinteraction cost搜索和找到替代频道或补充信息。它可以很好地在用户需要采取行动启动服务或查找有关选项的信息的情况下工作。例如，盒子订阅服务可能会要求用户填写短暂的调查，以便为它们推荐订阅框。向该问卷调查的路径可能是让用户进入工作流程并立即接受福利的快速方法。
10.Mention Your User-Friendly Policies
When customers are researching products and services online, they’reconsidering multiple options across multiple sites。If you have outstanding customer-service policies that differentiate you from your competitors, draw attention to them.
User-friendly policies such as price-match guarantees, money-back guarantees, free samples, and free trials may just be the reason a user chooses your offerings over a competitor’s. Not all customers will search for these policies as part of their research process, so calling special attention to a valuable policy during thecustomer journey对用户有益。
Popups have long been consideredannoying to users。经常，这是因为他们中断用户在重要任务中或通过自助消息传递块页面内容。是的，有很多例子problematic popupusage. However, exit-intent popups are different, due to the timing of their delivery: they act much like a final message as users are on their way out the door. For this reason, they are less disruptive thantraditional popups。And when designed correctly, they can be an effective way to deliver a critical message or provide something useful to a site visitor. They are also low-risk: those for whom the message is irrelevant can continue on their way without issue.
Do you have examples of an exit-intent popups used to improve the user experience? Tweet @nngroup with the hashtag #exitintentforgood to join the conversation!