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Step by Step Guide to Building (and Publishing) Exit Intent Pop-Up Campaigns

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A well-designed, strategically-placed pop-up can take a website visitor from “just browsing” to making a purchase or signing up for your email marketing list. Pop-ups help ensure customers leave your website with something of value and move them along your sales pipeline. Win-win!


In this guide, we’ll walk through the magic of exit intent pop-ups - including how to set up and embed a pop-up campaign of your own.

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Before You Start

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Consider what goals you are trying to achieve.

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Reducing abandonment:
Sometimes folks are pulled away from a purchase-in-progress. Maybe they’ve had a change of heart or decided to look elsewhere for a better price. A well-timed pop-up can hook your visitor before they get all the way out the door.

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Improving your site’s conversion rate:
Statistically, the longer a person stays on your website, the higher the chance that you’ll convert them - whether you’re trying to get them to sign up as a subscriber, make a purchase, or achieve any number of different goals you might have. Giving your visitors a reason to stick around helps push them towards those ends.

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Acquiring your visitors’ details:
Maybe you aren’t able to prevent the visitor from leaving your site. It happens! Before visitors take off, try to capture their information (especially their email address) so you can use email marketing to draw them back to the site at a later date.

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STEP 1

How to Set Up Your Own Exit Intent Pop-Up Campaign Using Codes

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The most effective pop-ups are those that provide something of value to your visitor. With that in mind, offering a discount or a coupon code in a pop-up can turn a potential abandonment into a conversion. ShortStack provides an easy way to integrate coupon codes into your pop-up campaign.

While there are many ways you can distribute coupon codes within ShortStack, we’ll walk through how to set up coupon code distribution using the Exit Pop-Up template. In this example, the coupon codes you distribute will be sent to your visitors via email.

Before we jump into campaign building, you’ll want to create your list of unique codes:

  1. In your spreadsheet program of choice (e.g Google Sheets, Excel, etc), create a new file.
  2. Manually type in or copy/paste one code per line until you’ve created a file with all the codes you plan to distribute.
  3. Save your code list as a .csv file.

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Note: The codes you create aren’t restricted to any given syntax. They can be completely unique/random, or they can be specific. However, individual codes must be less than 256 characters long. ShortStack issues codes in the order they are uploaded, from the top of the list to the bottom of the list.

If you would like to distribute the same code more than once, then make sure to include that code as many times on your list as you would like it to be distributed. For example, if you wanted the code/prize “COMEBACK10” to be distributed 10 times, then you need to include “COMEBACK10” 10 separate times on your list.

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Now that you have your code list created, you can jump into ShortStack and start building your campaign.

  1. In your ShortStack Dashboard, click the blue Campaign button at the top to open the Template Gallery.
  2. Type pop-up into the gallery’s search bar.
  3. The Exit Pop-Up template should appear; hover over the template preview and then click the Use This Template button.

Note: The Exit Pop-Up template is being used as an example. You can add the code distribution feature to any campaign and embed any campaign on your website as a pop-up.

  1. After choosing your template, the Campaign Builder will open. Customize this template to fit your brand. When you have the campaign looking and functioning as you want it to, set up an autoresponder email that will send your coupon codes.

Note: For help with styling your campaign, be sure to watch our How to Use The Style Panel video, available on our YouTube channel.

  1. To create an autoresponder email, click on the envelope icon in the top-right of the Builder, then click New Email in the dropdown to open the Email Wizard.
  2. Select Autoresponder.
  3. Choose an existing Company Profile, or click Edit or Choose Another to further configure the Company Profile you’d like to use. Once done, click Continue.
  4. In this important step, click the radio button next to YES - Code List, then click the Connect Code List button.
  5. To attach the code list you’ve created, click New Code List at the top.
  6. Drag the .csv file with your codes into this new pop-up, or click Select and find where you’ve saved the file. Then, click Continue.
  7. You’ll see the name of your code list displayed - click Continue to move forward.
  8. From there, you’ll finish the email by selecting an email template (optional), and setting up the sending parameters of the email (from address, subject line, etc.). When you’re finished, you’ll save and activate the email.

Note: For more in-depth information about setting up an autoresponder email, take a look at our Creating Autoresponder Emails and Using Unique Codes In Emails help docs.

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STEP 2

Publishing Your Campaign as a Pop-Up

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Now your campaign is exactly like you want it to be and your custom coupon codes are ready to distribute. Next you’ll publish your campaign and add it to your site as a pop-up:

  1. Click the Publish Campaign button at the top of the Builder.
  2. Click Embedded on Website to publish with embed code.
  3. In the provided field, add the exact URL where this pop-up campaign will be embedded. This URL can be changed later if needed.
  4. The following step is for customizing the publication URL. This step is optional. If you want to use a custom domain, check out our resource Publishing Your Campaign Using a Custom Domain. Otherwise, click Publish.
  5. You’ll now see a congratulations message and the HTML code to embed your campaign. To get the pop-up embed code, click Pop-up at the top.
  6. On the following screen, click Advanced Settings at the bottom.
  7. Here you’ll see different options for what triggers your pop-up. For this campaign, you’ll check the box next to Popup on exit intent – this option will show the pop-up as soon as the visitor navigates into the address bar or tab bar of your browser, a sign they intend to leave your website.

Note: Curious about the other pop-up options you’re seeing in the Advanced Settings section? Read more about them in our Embed Your Campaign as a Pop-Up on Your Website help doc.

  1. After selecting the type of pop-up you’ll embed on your website, copy the embed code shown and paste it into your site where you’d like the pop-up to appear.

Note: Do you need help figuring out where to place the embed code on your website? Our How to Embed Campaigns in Common Website Builders documentation has you covered.

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You’re done on the ShortStack end of things. Go to your website and test it out to make sure the pop-up appears when you expect it to.

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It's as easy as that!

With your exit intent pop-up in place, you should start to see your conversion numbers creep up. The email addresses you’ll collect will allow you to do some follow-up marketing and get folks to return to your site; leading to even more conversions down the line. Of course, if you need to make any changes to your pop-up (including swapping out the code list, if needed), you’d just need to revisit the Campaign Builder to make your changes, then click the Publish Changes button.


On the topic of following up, are you looking to be a little savvier when it comes to your email marketing? We have some tips and tricks for you over on the ShortStack blog - check out 9 Clever Email Marketing Tricks to Convert Customers, and get folks visiting (and converting) time and time again.

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Create your Exit Intent Pop-Up Campaign today!

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