Exit-Intent Website Capture

An exit-intent trigger — detecting cursor movement toward the browser's close or back button and firing a popup at that moment — captures a narrow, specific moment: someone who found nothing compelling enough to convert, on their way out anyway. Used well, it recovers a genuine fraction of otherwise-lost visitors. Used carelessly, with a generic or premature offer, it becomes the single most-complained-about interruption on a website.

The offer has to be genuinely worth the interruption

Weak     a generic newsletter signup, or the same discount every
         other site on the internet offers
Strong   something specific and valuable enough that a visitor
         who was about to leave anyway thinks it's worth ten seconds

A visitor triggering exit intent has already decided the page didn't have what they needed — the popup's offer has to be different from and better than whatever the page itself offered, not a repeat of the same generic CTA in a more interruptive format. A specific resource, a genuine discount worth the friction, or a lower-commitment alternative to whatever the page was asking for tends to outperform a repeated generic ask.

Timing and frequency, calibrated carefully