Patterns · persuasion
Exit Intent
Detecting when a user is about to leave — mouse moving toward browser chrome on desktop, rapid upward scroll on mobile — and presenting a final offer or message. Intercepts the last moment before abandonment. Exit intent overlays typically convert 2-5% of otherwise-abandoning visitors who would leave with no action. Most effective when combined with a genuinely differentiated incentive rather than repeating the page's primary CTA.
When it works
Ecommerce cart and checkout pages for cart recovery. Lead-gen landing pages. High-traffic content pages with a relevant lead magnet offer. Works best when the offer is different from the page's main CTA — a discount vs. full price, a free resource vs. a paid product.
When it backfires
Showing the same CTA that already failed to convert (same message, different modal). Aggressive copy ('WAIT! Don't leave!') without a genuine new offer. On low-traffic pages where every pageview triggers the popup. For users who already dismissed the popup this session — frequency capping is required.
Ethical notes
Exit intent is a legitimate interception pattern when the offer is genuine and dismissal is obvious. Dark pattern variants: disabling the browser back button, opening new tabs to prevent closing, making the X button very small or invisible, or using confusing dismiss copy ('No thanks, I love losing money'). Always make dismissal immediate and obvious.
Examples in the wild
Standard cart abandonment recovery on ecommerce; discount code on exit overlay; recovery rate varies significantly by category and discount size
Exiting reader offered PDF or template version of the article; email capture in exchange; converts a percentage of otherwise-lost readers into subscribers
Extending trial length for users exiting without upgrading; works for unconverted trial users who showed intent by visiting the pricing page