30 Exit-Intent Popup Examples & Best Practices for Small Online Businesses

SHARE article:

Karolina Petraškienė
Content Marketing Manager
Reading Time: 8 minutes

There is a paradox in the online business ecosystem.

Although most online resources write about how people hate popups, they still use popups themselves.

Why so?

Popups remain one of the most effective ways to collect new subscribers and a bunch of other benefits that will be discussed in this article.

The only thing that’s changing is that the popups are becoming more sophisticated and personalized. And that’s making the difference.

If the bulk immediate popup results in 1.9% signup rate, an interactive form that appears on the visitor’s leave savors a success rate of almost 8%.

So how can you make your popups sophisticated enough so they would cater to today’s customers’ expectations and would be an effective marketing tool?

What Is an Exit-Intent Popup?

An exit-intent popup (also called an ‘exit popup’) is a popup that only appears when a visitor is going to leave your website. The goal of the popup is to get the visitor to subscribe to your newsletter.

Usually, this is done by including an appealing offer in the popup. For ecommerce stores, this can be a discount, gift, or free shipping. This can also be a lead magnet, such as a free ebook, training course, or any other appealing resource.

Our previous experiments showed that the exit-intent popup converts new subscribers into customers more effectively than a popup that appears immediately when you enter the store.

So this smart ecommerce solution might come in handy when you’re growing sales, trying to reduce web abandonment rate, or actively building the email list.

The Main Benefits of the Exit-Intent Popups

1. Reduce your checkout abandonment rate

As a matter of fact, one of the most often checkout abandonment reasons is unexpected or elevated shipping expenses. The exit intent popup can help you to tackle this issue by offering free shipping or a discount for the first purchase.

The special offer will make your visitors rethink their intention to quit and some of them will definitely take the opportunity offered.

2. Complement your customer database with new customer emails and other data necessary for omnichannel marketing

New contacts are perhaps one of the most important reasons to add exit-intent popups to your toolkit. When doing it in a captivating or interactive way, this popup can bring you great results.

Furthermore, take advantage of and ask your visitors for more information. The date of birth or phone number will significantly expand your opportunities to approach your customers in a more personal way.


Data shows that adding extra fields into your signup form might even improve the signup rate. Which is great news for marketers heading to omnichannel marketing and aiming to complement their database effectively.

3. Boost your sales

A significant increase in sales will be noticeable if you add an engaging offer, for the first-time shoppers, or visitors coming from the particular media, or maybe only for the particular product page’s visitors. There are many options that you can choose from.

Also, interactive forms like the Wheel of Fortune that generates 3X more signups than a simple popup, and often have a positive impact on the final conversion. Keep reading this article and you will find more details about this particular signup form.

How Does the Exit-Intent Popup Work?

This kind of popup (which is also available in Omnisend) monitors visitor behavior and appears once a person is showing the intention to leave the website.

Technically speaking, when a mouse cursor leaves the page window, that’s the moment to shine. If a visitor intends to click the Close button, the address bar or anything else in browser’s toolbar, a popup with a tempting offer should jump out.

Unlike immediate popups, which interrupt your visitor as they are trying to browse your site, exit popups aren’t that annoying.

If you’re not using exit-intent popups yet, that’s a lot of money left on the table.

Whether you’re looking for an idea for your very first exit popup, or you’re looking for new things to test, here are exit-intent popup best practices and 30 examples for inspiration.

Top 4 Exit-intent Popup Best Practices

In order to craft the perfect exit-intent popup, you need to follow these best practices. But keep in mind that there isn’t one universal solution that works for everyone.

Each industry and business is unique. What works for one company can totally fail for another.

That’s why you should try experimenting and see which solution fits your business the most. Nevertheless, here are ideas and tips to get you started.
And don’t be afraid to mix different ideas.

#1. Craft a bold message with a clear benefit

One of the biggest mistakes you can make with your popup is trying to pack too much into it.

The visitor is already willing to leave your website—he/she definitely does not have time to read your long proposal.

Get straight to the point with just a sentence or two.

Your offer must be short and show a clear benefit for the visitor.


Not sure what it could be? You can promise a discount, free shipping, a trial period, free sample, new awesome content (like e-book or guide), a pdf checklist, etc.

If you are an ecommerce business, offering a discount is a great way to turn that prospect into a lead. It encourages shoppers to go through with a purchase they were on the fence about.

What’s really great about the example above is that instead of a generic “Subscribe” button, they’ve used the much more compelling copy: “GET $10 COUPON”.

#2. Add an extra field

Take advantage of being in contact with your visitor and ask him/her more personal questions.

Our recent study reveals that adding a few additional fields into the signup form isn’t a deal-breaker. Contrarily, today’s customers tend to share their details for the sake of better shopping experience. So don’t miss your chance to get a visitor’s phone number or birthday date/gender/city.

See the data from the Omnisend statistics 2019:


As you can see, customers are ready to share their sensitive information like phone numbers or birthday dates. Be ready to collect it. Operating this data opens new opportunities for your ecommerce business.

#3. Target Your Popup

Usually, businesses have concerns about sharing discounts. It’s one of the reasons why they don’t want to include special offers into the signup forms.

What’s obvious, displaying the same signup forms for all website’s visitors is “so yesterday”.

You should personalize them and show targeted messages. And that is an all-changing factor.

If you slice up your entire visitors’ acquisition into smaller pieces, you will be able to create more appealing signup forms, offer discounts only for those with high-intent or loyal or only new customers, etc.

To implement the signup form targeting isn’t something very advanced. It can be done by defining the rules to whom the signup form, in our case, the exit popup should be displayed.

For example, the exit popup will be shown only to newcomers, only on the particular product page, or only the visitors coming from particular URL will be able to see the signup form with a special offer.

#4. Employ Gamification

Instead of a common looking popup, you may also try an interactive alternative. At Omnisend, we call it Wheel of Fortune. Some other marketing tools also have something like this, you should check in your service provider’s offering.

Wheel of fortune

What is fascinating is that this interactive solution reaches a 12.74% signup rate and that is 3 times more leads than a regular form. People love games!

How to (quickly) create your own exit-intent popup

Although they’re extremely effective and can seem complicated, it’s actually pretty easy to create your own exit-intent popups.

So let’s go ahead and create our own exit popup (in just a few minutes).
We’ll be using Omnisend’s form-builder for this one.

First, let’s start by choosing the exit-intent popup as an option in the drop-down menu:

Choose the exit-intent topic in Omnisend's form builder

After that, you can choose which style of popup you’d like.

Note: Omnisend’s forms come with pre-filled text, so you can even launch them right out of the box.

An example of Omnisend's exit-intent popups

Next, I’ll quickly edit the messaging. I want to give them 15% off, not 10% off.

And, because I plan on using SMS marketing later, I’ll ask for their phone number as well.

The default Omnisend exit-intent popup with a few changes

As it is, I can go ahead and launch it right now.

However, I’ll quickly change when the exit-intent popup will show. I just want it to show no more than once a week.

Edit when you want your exit-intent popup to show

Note: for the ‘Targeting’ option, you can show or hide the popup based on page or URL.

And that’s it! My exit popup is now ready to show to my website visitors.

30 Exit-intent popup examples

Below are some examples of how Omnisend customers use this kind of exit popups to their advantage.

Gold by Glow
Olive and Pepper
Roadside Vapes
Selective Norway
Seven Swim
Shin Art
Spoiled Brat
Vesper Books

1. Avanchy
2. Gold by Glow

3. Alastin

4. Olive and Pepper

5. Roadside Vapes

6. Zodeys

7. Selective Norway

8. The Purr Shop

9. Seven Swim

10. Shin art

11. Spoiled Brat

12. Vesper Books

13. Alyanna by Alexandra

14. Spoiled Brat

15. Wilson Street Gifts & Decor


16. Hannahpad


17. Ask&Embla


18. Emrick


19. Out of the Rat Race


20. Got Merchandise

21. Petite People


22. She Simply Shops


23. Ararose Clothing

Ararose Clothing Exit-intent Popup Example

24. Love Fitness Apparel

25. Harper Liz

26. Cover Me Ponchos


27. Ahod Store


28. Gym Ryan


29. Ozzi The Sloth


30. Coffee in a Cone

Coffee in a Cone exit popup example

Exit-Intent Popup Examples: Final Words

That’s it for now! We hope this selection of exit-intent popups examples inspired you. If you think we missed something good, feel free to suggest it in the comments—we’ll be happy to add it to our selection.

Try Interactive Signup Forms at Omnisend Today!
Start My Free Trial
Karolina Petraškienė

Karolina is a writer, content marketer, and email enthusiast at Omnisend. When she's not curating articles, you can find her in the woods challenging herself in hiking boots or off-roading her bike.

Further Reading:

Email List Cleaning – Give Your Email Marketing a Fresh Start
Email Blacklist: What It Is & How to Avoid It
Email List Building: 9 Proven Methods from Scratch in 2021

Leave a comment

Your email address will not be published. Required fields are marked *