The exit popup that was firing on the wrong page

The exit popup that was firing on the wrong page

A mid-size e-commerce brand ran an exit-intent discount popup site-wide and called it a win — it captured 4% of leaving visitors. Then they read the page-level breakdown.

The clue: the popup converted at 9% on product pages but at 0.4% on the blog, where most of its impressions landed. It was burning 70% of its triggers on readers with no buying intent, and worse, annoying them — blog bounce had ticked up since launch.

They restricted the popup to product and cart pages only.

Overall popup conversion rose from 4% to 11%, and blog bounce dropped back 6 points. Same tool, fewer impressions, more revenue — by firing only where intent lived.

Lesson: a popup's average conversion hides where it's wasted. Judge it page by page, not site-wide.