Ali Demirbaş - Lab
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Mobile App

Does an Exit Intent Pop-Up Work on Mobile? A/B Test

An exit signal suggests that a visitor may be leaving; it does not prove they will.

  • Mobile app
  • Continuation rate after trigger

Control vs Variant

The moment is the variable, not what appears.

Changed
Timing
Page
Mobile app
Difference
added

Hypothesis

An offer at that moment may encourage them to continue or interrupt someone who would have stayed. Compare the presence of the popup at the same eligible trigger; this does not compare exit intent with a timer.

How to run this test

Primary metric

Continuation rate after trigger

Record the same trigger in both arms and compare the predefined next activity among eligible assigned visitors; do not count dismissing the pop-up as continuation.

Other metrics

  • Pop-up response rateTrack the share who accept the offer.
  • Purchase conversion rate (CR)Check the impact on overall purchases.
  • Session time after triggerRead time alongside meaningful activity; a longer session may reflect interruption.
  • Newsletter unsubscribe rateIf the offer collects subscriptions, track later unsubscribes over the same follow-up period.

What to check before and during the test

  • TriggerUse one predefined exit signal and record it even when no pop-up is shown.
  • Mobile eligibilityExclude devices without a reliable signal for this setup.
  • OfferKeep the offer, copy and pop-up design fixed.
  • AudienceKeep eligibility and any cart-based segmentation fixed.
  • FrequencyUse one fixed frequency cap and do not reopen the pop-up in the same session.

Setup mistakes to avoid

  1. 1Do not trigger the pop-up on mobile using an unreliable signal.
  2. 2Keep the close button visible and usable.
  3. 3Do not show the pop-up during payment.
  4. 4Do not open more than one pop-up in the same session.
  5. 5Do not change the trigger and offer together.