+86% revenue thanks to a smart exit-intent popup
- Apr 22
- 3 min read
+86% revenue per visitor
Visitors who saw the exit-intent popup generated significantly higher revenue than those in the control group.
Proven by A/B experiment
A dedicated control group of 5 % of the visitors allowed the team to measure the real impact of the popup.
Immediate purchase motivation
Unique discount codes with a countdown timer encouraged visitors to complete their purchase immediately.
“The controlled experiment clearly showed how powerful well-timed communication can be. When visitors received a personalized offer at the moment they were about to leave the site, many of them decided to complete their purchase instead.”
— Jana Krčková
Marketing Director, Wormelen Group a.s.
Wormelen Group is one of the leading toy retail and distribution groups in the Czech Republic. The group combines wholesale, retail, and e-commerce operations and includes well-known brands such as Bambule, a nationwide toy retailer with both physical stores and a strong online presence. In addition to retail, the group operates major toy distributors supplying products across the Czech and Slovak markets and works with more than 100 global toy brands. This combination of distribution, retail stores, and e-commerce makes Wormelen Group a major player in the regional toy market.
Initial situation and challenges
Like many e-commerce businesses, the Bambule team faced the challenge of converting website visitors who were leaving the site without making a purchase. Traditional newsletter sign-ups usually capture only a small portion of visitors and often bring contacts with low purchase intent. The goal of the experiment was therefore not only to collect more contacts, but also to capture visitors who were already close to making a purchase decision.
Main challenges:
High number of abandoning visitors: many potential customers left the site before completing their purchase.
Missed conversion opportunities: visitors often exited even after browsing products.
Limited insight into popup effectiveness: without controlled testing it was difficult to measure real performance impact.
Need for data-driven optimization:
the team wanted measurable results that could guide further conversion improvements.
Solution
The Bambule e-shop implemented an exit-intent scenario using Tango.ad. When the system detects that a visitor is about to leave the website, a popup appears offering a benefit in exchange for the user’s email address.
After submitting their email, the visitor immediately receives a unique discount code that can be used on the first purchase. The offer is time-limited with a countdown timer, which creates urgency and encourages immediate action.
The entire scenario was tested through a structured A/B experiment with a control group to measure its real impact on purchasing behaviour.
Key elements of the solution:
Exit-intent popup:
triggered when visitors attempt to leave the website.
Email exchange for a benefit:
users receive a discount on their first purchase.
Unique coupon generation:
each visitor receives a personalized discount code.
Countdown timer:
the limited validity of the offer increases urgency.
A/B testing:
different discount communication formats were tested.
Control group measurement:
5% of visitors never saw the popup and served as a benchmark.
Measurable benefits
The experiment demonstrated that well-timed communication can significantly influence purchasing behaviour. Visitors who were about to leave the website often reconsidered their decision when presented with a personalized incentive. Thanks to the controlled testing methodology, the team was able to measure the exact uplift compared to visitors who never saw the popup.
The results showed that the exit-intent strategy can meaningfully increase revenue generated by website visitors.
Benefits in practice:
+86% revenue per visitor compared to the control group.
Controlled measurement using a 5% control group that never saw the popup.
ARPV methodology used to compare performance between exposed and non-exposed visitors.
A/B testing insight: discounts communicated in absolute currency generated ~3% more contacts than percentage-based offers.
Clear behavioral insight: urgency, exclusivity and immediate reward significantly influence purchase decisions.
“What we appreciate most is that the results are backed by real experimentation. The control group allowed us to clearly see the difference between visitors who saw the offer and those who didn’t.”
Jana Krčková
Marketing Director, Wormelen Group a.s.
