What Is Exit-Intent Technology, And How Does It Work?
Exit-intent technology monitors the behavior of visitors on your website. When it identifies behavior typical of an abandoning user—such as a sudden move to the ‘Back’ button—it triggers an exit overlay (or exit pop-up) intended to convert the user.
By targeting only abandoning visitors, exit overlays avoid disrupting the user experience, while also recovering value from users who would otherwise abandon the page.
Do Google And Bing Allow Exit Overlays?
Exit overlays are much different from pop-ups, which are not allowed on Google or Bing.
Exit overlays don’t open new windows, they don’t disable the navigation bar, and third-party media companies don’t control them. As such, they’re allowed on both major PPC networks.
Here’s a screenshot of Google’s policy:
And here’s a screenshot of the Bing Ads’ Terms of Service:
So let’s look at 5 different ways you can use exit overlays to improve your PPC campaigns.
Strategy #1: Capturing Smaller Segments
PPC has always reminded me of panning for gold: with the riches comes the silt.
Yes, negative keywords help. But the silt still creeps through, often hurting your metrics.
The problem is, cutting all the silt often means cutting valuable traffic along with it. And since most of these segments are too small to warrant their own landing page, we’re often stuck with it.
An exit overlay is one way to get value from these smaller segments. Here’s an example from Yes-Downloads.com.
After digging into the PPC search query data for their Candy Crush campaign, the site owner noticed that 15% of queries mentioned cheats, levels, or tips.
Rather than eliminate this traffic, they added an exit overlay to the page that offered tips and tricks packaged in with the download.
Over a 45-day test, the conversion rate for this page increased 28.97%—results below:
Strategy #2: Sweetening The Pot
Since exit overlays are displayed only to users who are about to abandon your page, they’re fertile ground for deals or free offers.
An example is US-based Amen Clinics, which runs PPC traffic through a series of landing pages.
Noticing a relatively high rate of abandoning users, the marketing team added an exit overlay to their “Healing ADD at Home in 30 Days” campaign.
To sweeten the pot, the exit overlay offered a free test that would allow users to self-diagnose their ADD type.
Over a 30-day test, a phenomenal 19.44% of users who viewed this exit overlay took the marketing team’s desired action.
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