Unlike standard popups that appear as soon as a visitor lands on a page, exit intent popups trigger when a user signals they’re about to leave. This is typically signaled by a customer:

• Moving their cursor toward the browser’s close button, back button, or address bar
• Scrolling rapidly upward, signaling they may leave
• Staying inactive for a set period, suggesting disengagement

Some popup platforms, like Klaviyo, provide a precise definition of how they trigger exit intent popups, making it easier for brands to test and optimize their approach. This “last chance” to engage a visitor can be the difference between lost revenue and a successful conversion.

High-growth brands use exit intent popups not just as a last-minute discount tactic, but as a data-driven tool to increase revenue, grow email lists, or optimize promotions. But what actually makes an exit intent popup work? And how can you test different exit popups to find what maximizes their incremental effects?

6 Exit Intent A/B Tests That Boost Conversions and Retention

The best brands don’t just add an exit intent popup and hope for the best. By running structured experiments, brands can determine the right timing, offer type, and user experience to maximize conversions.

Equally important is measuring effectiveness. Conversion rate, incremental revenue, email capture rate, and cart abandonment reduction are key metrics that reveal whether a popup is driving real value or simply offering discounts to shoppers who would have purchased anyway.

Here are five must-run tests (plus a bonus) that high-growth brands use to get the most out of their exit intent popups.

1. Exit Intent vs. No Exit Intent: Does It Really Reduce Bounce Rates?

Does having an exit intent popup actually drive incremental revenue?

Before fine-tuning an exit intent strategy, brands need to determine if these popups move the needle at all.

• Exit intent popup with an offer 
• No exit intent popup

If the test shows a lift in conversions and revenue, exit intent popups should be a core part of your retention strategy.

2. Offer Testing: Do Bigger Discounts Actually Convert More?

Should the exit intent popup offer be the same as the welcome popup or a higher incentive?

Many brands already use a welcome popup to engage first-time visitors. But if a visitor ignores that initial offer and later triggers an exit intent popup, should they see the same offer or a better one?

• Same offer: Reinforce the original popup offer (10% off)
• Higher offer: Increase the incentive (10% → 15% off)

A higher offer can boost conversion rate, but it’s important to test the tradeoff between conversion rate and profitability.

3. Percentage vs. Dollar-Off Discounts: Which Maximizes Revenue?

Do customers respond better to percentage-based or fixed-dollar discounts?

Not all discounts are perceived equally. Some customers react better to a percentage off while others prefer a flat dollar discount.

• % off vs. $ off (10% off vs. $10 off)
• Threshold-based discounts ($20 off $100+)
• Alternative incentives (free shipping, free gift)

The right offer format can make a big difference in conversion rates and profitability.

4. Email Capture vs. Direct Discount: Which Builds More LTV?

Should the exit intent popup require an email signup, or just offer a discount?

Exit intent popups are commonly used to capture emails for future marketing. However, requiring an email might create too much friction, causing some visitors to leave without converting.

• Email required: Users must enter their email to unlock the discount
• Instant discount: The offer appears immediately without an email requirement

If list growth is a top priority, requiring an email might be best. But if immediate conversions matter more, skipping the email step could be the way to go.

5. Auto-Apply vs. Manual Discount Code: What’s Better for Personalization?

Should the discount be applied automatically at checkout, or should users have to copy and paste a code?

Many exit intent popups display a coupon code that users must manually enter at checkout. Others automatically apply the discount once the visitor stays on the site.

• Manual apply: The popup displays a code the user must copy and enter
• Auto-apply: The discount is automatically added to checkout

Bonus Test: How Timing Restrictions Affect Urgency and Sales

Should exit intent popups trigger for everyone or only visitors who stay on the site for a set time?

Exit intent popups can sometimes feel disruptive, particularly if they trigger too quickly. High-growth brands test delaying the popup to avoid interrupting casual browsers.

• Immediate trigger: Popup appears as soon as exit intent is detected
• Delayed trigger: Popup appears only if the user has been on the site for 30+ seconds

Delaying the popup ensures only engaged visitors see it, targeting those shoppers who are most likely to convert.

Why Personalizing Your Exit Intent Strategy Matters for Retention

Exit intent popups are powerful conversion tools, but a one-size-fits-all approach won’t maximize their impact. By systematically testing different variables, brands can fine-tune their welcome popups and exit-intent popups.

Get in touch with Monocle to test a data-driven roadmap for success. Which test will you run first?