Star Heating & Cooling
Sometimes the biggest wins come from the smallest changes. Adding a single exit intent pop-up to a client's website lifted conversion rates and generated measurable revenue — with almost no time or money to implement.
The Company
Star Heating & Cooling is a family-owned HVAC company serving the Central Indiana area. For more than four years, we've provided inbound marketing services, paid campaigns, and outreach — including designing a new website that launched in February 2023.
The Challenge
Prior to the new website launch, Star hadn't seen conversion rates above 29% from their website in over a year. Our goal was to push that number to 35% while maintaining an average ticket value above $1,100 — an important threshold because website leads historically produced the company's highest-value jobs.
After the new site launched, we monitored conversion rates and average tickets for five months to establish a solid baseline. The new site was performing well, but there was room to improve. We recommended adding one more element: an exit intent pop-up.
The Solution
In July 2023, we implemented an exit intent feature — a pop-up that appears when a user's cursor moves toward closing or navigating away from the website. It's a last-chance offer: one more reason to pick up the phone or fill out a form before the visitor leaves.
The featured offer was simple and seasonal: an $89 tune-up. Clear value, low commitment, directly tied to what the visitor was likely looking for.
The entire implementation was a one-time addition to the website — minimal cost, minimal development time, and no ongoing maintenance beyond updating the offer periodically.
The Results
We monitored the website through December 2023. By year's end, traffic-to-lead conversion had climbed to 32% — an impressive improvement given the unusually mild weather that year, which typically depresses HVAC demand and makes every conversion harder to earn.
A 3% lift in conversion rate might not sound dramatic on its own. But applied to the volume of traffic the site was receiving, it translated to $3,195 in incremental revenue over five months — from a feature that cost almost nothing to build and nothing to maintain.
One note: throughout this period, the client opted to keep the same $89 tune-up offer. We recommend updating exit intent offers every few months to keep them fresh and seasonally relevant, which could push results even higher.
The Bigger Picture
Exit intent is one of the lowest-effort, highest-return tactics in conversion rate optimization. Every website has visitors who browse and leave without converting — an exit intent pop-up gives them one final, specific reason to act.
The key is simplicity: a relevant offer, a clear call to action, and a minimal barrier to conversion. It's not about being aggressive or interrupting the experience — it's about catching the people who were almost ready and giving them the nudge they needed.
For any business with a website that generates leads, this is the easiest test you can run.
Ready to Grow?
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