# Exit popup offering save or continue: +52% loan applications saved

- Outcome: Won
- Page type: Lead form (Lead-gen)
- Elements: Exit intent, Save progress
- Date shared: 2019
- Test run by: [IMB Bank](https://liftarchive.com/practitioners/imb-bank/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/imb-bank/
- Page: https://liftarchive.com/test/imb-bank-loan-form-exit-save-popup/

An exit-intent popup inviting users to save or continue their personal loan application raised saved applications by 52%. IMB Bank, an Australian bank, ran this test, and it was published as a VWO case study. It did not clearly raise completed applications during the test, which was the original aim.

## Result

**+52% loan applications saved**

- Applications saved: +52%.
- Completed applications: no clear effect during the test. The popup did not directly stop people leaving.
- After rollout, the bank reported more resumed and completed saved forms year on year. Those are before-after figures, not split-test results.

## Control

The personal loan application form had no exit prompt. About 84% of users who started the form left before finishing it.

## Variant

When a user's mouse moved to leave the page, a popup asked them to save their application or carry on filling it in.

## Why it likely won (our reading)

- Many applicants didn't have all the details they needed to hand, so saving was more useful to them than finishing on the spot.
- The prompt caught people at the moment of leaving, when they would otherwise lose their progress.
- Saving creates a reason to come back, which only pays off if the bank follows up with reminders or a resume link.

## Caveats

The popup raised saves, not completions, during the test. Sample size and duration were not shared, the year-on-year figures are before-after, and the data is from around 2019.

## How to run this test

- Hypothesis: If we show an exit-intent prompt offering to save the application, then more users will keep their progress because many leave to find missing information rather than because they've lost interest.
- Primary metric: Applications saved
- Guardrail: Completed applications
- Guardrail: Saved applications later resumed
- Guardrail: Form abandonment rate
- Who should test it: Lenders and other businesses with long applications that need documents or details people may not have to hand. It pays off only with a resume flow and reminder emails. Mouse-based exit intent also doesn't work the same way on mobile.

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Credit: IMB Bank ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/imb-bank-loan-form-exit-save-popup/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.