When customers sign up to use your product they’re signing up for a journey. The destination, the repeated completion of a desired goal. It’s your product’s job to fulfill that goal on behalf of your customer.
Problem is, too often product and design decisions happen from the perspective of the needs of the business rather than the customer.
An example of this is the exit intent popup:
In this use case, the goal is to make one last attempt at persuading visitors to take a desired, internally driven action. The decision to use an exit intent popup in itself is not the point. It’s merits and effects on user experience can be examined and discussed further. What’s important to understand is the driving force of the preceding action in combination with the message.
The specific goal in this case is to get the visitor’s email address. Since they want to send you an “exclusive” $100-off coupon code, it seems to make sense to ask for your email address. Of course, they could just give you the code right there.
What happens is people start thinking about the ramifications of NOT signing up. The assumption is that the coupon will not be accessible anywhere else on the site and this is usually the case.
Either the user ignores the popup and is aggravated by the popup or they hand over their email and are inundated with marketing emails. In either case the experience adds one more layer between the business and customer.
If a customer’s goal is to leave your site, don’t get in their way.