How to Bring Users Back with Exit Intent Communications


Detecting exit intent and interacting with our customers one last time before they exit, can go a long way in making them extend their session or will help us in collecting feedback or contact details and capture leads. We can send real-time communications to bring them back to the app. The following are some use cases we can achieve with this strategy:

  • Make users extend their session of watching a series or listening to an Audiobook.
  • Collect user’s email or phone number as leads when they try to exit after going through our Pricing page.
  • Make users complete the purchase they were about to do when they try to exit from the Payments page.
  • Make users complete their KYC verification process when they are about to exit from the Documents Upload page.

In this article, we will create an On-site Messaging (OSM) Campaign to make users complete their purchase when they try to exit from the Payments page.

Expected Result

When users visit the website, they will see a pop-up message:




Integration of the MoEngage Web SDK with your platforms. For more information, refer here.

Create an OSM Campaign

In this section, let us create an OSM campaign to show communications while a user tries to exit:

Step 1: Target Users

  1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign, or click + Create new > Campaign.
  2. Under Inbound, click On-site.
    You are taken to the first step "Target users" of defining your campaign.
  3. Enter the following details:
    • Campaign name: Enter a name for the campaign. For example, "".
    • Campaign tags: Select the relevant campaign tags.
  4. In the Target Platforms section, select the platforms where you would like to show your survey. For this example, select both the options:
    • Web
    • Mobile Web
  5. In the Trigger Criteria section, click the On Exit Intent card because the aim is to show a popup to your users when they try to exit. For more information on defining exit intent, refer to Exit Intent Technology.
  6. In the Select pages section, select where to show this pop-up. In this example, select Specific pages and define as shown in the following image:
    Your aim is to make sure users complete payment and do not exit the page before the same. You can click the + icon to add more conditions and click And or Or to define the logic to be applied
  7. In the Target audience section, select All users.
  8. Click Next to move to the second step "Content" where you can define the content that will go into your campaign.

Step 2: Content

  1. In the Search templates field, search with the keyword “Popup” to find a list of popups.
  2. In the Popup templates section, hover your mouse on the required template and click Select Template. You can also start from scratch by selecting  Blank Popup Template in the Popup templates section.
  3. After the screen loads, edit the template based on your requirement and define your campaign.
  4. Click the + icon on the left to add new elements to your campaign.
  5. If you track other information such as the user’s name or any other item, use the same to personalize your campaign. For our example, you can add the Dish that the user was trying to add and related information to personalise your campaign. Personalized campaigns can perform better than the generic ones because such personalization makes the message more contextual and makes the users feel connected.
  6. Click Next to move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

Step 3: Schedule and Goals

  1. In the Send campaign section, define when you want to start and end your OSM campaign.
  2. In the Conversion goals section, add conversion goals that you like to track.
  3. In the Campaign priority section, assign a priority to this OSM campaign. Assigning a priority helps you decide which OSM to be shown to a user when they are eligible for more than one OSMs at a specific time. For example, selecting Critical makes sure that the users will always see this even when there are other campaigns that they are eligible for. For more information, refer to Create OSM Pro Campaign.
  4. In the Global Delivery controls section, turn the Ignore global minimum delay toggle on to override the defined minimum delay between any two campaigns defined in settings.
  5. In the Local Delivery controls section, define the controls based on your requirements. For more information, refer to Create OSM Pro Campaign.
  6. Click Publish.


In this use case, we created a campaign to make users complete their purchase when they try to exit from the Payments page. Now that we have published the Campaign, we can keep track of our CTR and conversions (if defined) to understand how well our Campaign is performing. For more information, refer to Analyzing an OnSite Campaign.

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