What’s worse than getting little traffic to your website is your visitors leaving without converting or making any purchase.
There are many reasons why it happens. It’s either they don’t need what you offer them, or what you offer is more than they need. You might offer a downsell, but it doesn’t seem to be working. You scratch your head and ask why.
Thinks about this:
If you are an internet service provider offering a 30% discount for those who will purchase a one-year subscription of your $247/month plan with a 10Gbps up/down speed, a company that is already earning a large revenue will easily convert. However, that offer might be overwhelming to a startup that is just starting to break into the market. Even if you put a one-month limited offer condition to your offer, the probability of them converting is slim unless they are big risk takers.
Therefore, they clicked the button to leave your site and look for better offers. Before they leave, however, a pop-up appears offering them a $50 Mbps plan at $35/month with a 15% discount for a one-year subscription. That might not be as fast as 10 Gbps but fast enough for their needs and at the price they can afford.
Congratulations! You have just converted them and made them purchase from you just as they are about to leave your site without doing anything.
You have also witnessed the power of exit-intent technology.
What is exit-intent technology?
Exit-intent technology, as shown by the example above, is an innovative tool used in digital marketing that tracks the behavior and mouse clicks of your visitors, most especially if they are about to leave your site without making any purchase.
Once it detects the visitor is leaving, it presents captivating information to re-engage the customer, so they don’t leave without learning about the best product offers you have. These messages come in different forms, such as discount deals, special offers, content upgrade, and newsletters.
If you haven’t used exit-intent in your marketing efforts, it’s time to utilize its power. Xeroshoes, the company that created unique footwear called barefootwear, which simulates barefoot running, was able to convert 28.4% of their abandoning visitors into buyers after using the exit-intent on their website.
Your visitors are the key
Your visitors are the people you want to convert; thus, it makes sense to understand them first before you can even tailor a strategy to convert them.
How can you do that?
You talk to them and find out what they want, why they are leaving, and at what point they leave. You can use surveys or questionnaires with a few questions. It will further motivate them if you offer them something in return when they answer the survey.
The answers you can get might vary depending on the traffic source they came from. A visitor coming from Facebook might be looking for a different offer than the one coming from Google search. In the same way, a person who left your customer page might need something different than the one leaving your support page.
Aside from talking to them, you can also analyze their behavior using Google Analytics. Find out what actions the different kinds of traffic (organic, direct, referral) have when they visit your site. Where do they abandon your site? What page do they stay the longest or the shortest?
Knowing what your visitors want and understanding their pain point allow you to gain insight on how you can re-engage your prospects before they leave.
Customize your message
Customizing your message according to the individual needs of your visitors is time-consuming since each person is unique. What you can do is segment your visitors based on the information you got. You might not be able to create a message for each of them, but you can still create personalized messages based on their interests.
That will make your target audience feel valued and when they feel that, they convert.
Eventually, those new conversions become buyers and your revenue increases.
How do you segment?
- Identify who are first-time visitors and who are the returning ones. You don’t give a discount code to your returning visitors.
- Identify who is in the early stages of the buying process and those who already placed some products in their cart.
- Identify which of your visitors are already subscribers. Offering new subscribers an exclusive deal is a good strategy for new visitors but a bad one for those who are already in your mailing list.
Page level targeting is another strategy for delivering a personalized message to your visitors. What you do is customize your message based on the page your visitors were viewing before they decided to leave.
Using the exit-intent for conversion
As mentioned earlier, an exit-intent can come in different forms but with the sole purpose of telling your visitors not to leave because you have a better offer. However, there’s also an art on how to effectively use each of these forms of the exit-intent.
Offering a discount code at a point where they want to abandon their cart is a good strategy; however, it might not be enough to convince them to stay. Other alternatives include starting a live chat or offering to call them so you can ask how you may help them. These methods will also help you find out what prevented them from making the purchase.
You can also send them an automate email flow to check if they have made the purchase or not. Just make sure that the exit-intent popup will only show once every session.
You should take caution in offering a discount code at this point because you might not get the high-quality answer you might be expecting. Instead, you can direct your visitors to a landing page where you can check how much time they have spent reading and answering your survey. The length of time they spent is a good indicator of whether it is spam or not. Also, make sure to make the survey quick and concise, or they will abandon your site completely.
If your visitors want to abandon your site, you can present them with your newest products and redirect them to that page. To catch their fancy, this exit-intent form should have high-quality images of your products because our brains can process pictures much faster than words. If the product you’re offering requires some special technical knowledge, you can provide a how-to guide on how to fully utilize that product.
No matter what purpose your exit-intent is for, they should always be a popup, and they should be eye-catching enough without diverging from the general design and color of your website.