---
title: How to Add an Exit Intent Popup in HubSpot | Studio Nope
description: "HubSpot retired pop-up forms in 2025. How to add an exit intent popup now: the CTA tool, exit intent on phones, how often to show it and Google's rules."
image: https://www.studionope.com/hubfs/popup-modal-pro/popup-modal-pro-youtube-thumbnail-1920.jpg
---

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hubspot cms

# How to Add an Exit Intent Popup in HubSpot

Sep 30, 2026 · StudioNope

A visitor reads half your pricing page, moves the pointer up towards the tabs, and is gone. An exit intent popup is the one chance to say something at that moment: a guide they can take with them, a code for the first order, a line asking whether they would like a reply by email. Done well it catches people who were never going to fill in the form at the bottom of the page. Done badly it is the reason they leave faster next time.

On HubSpot the tool for this changed in 2025, and most of the guides that come up for it still describe the old one. This post covers how to set up an exit intent popup in HubSpot today, what "exit intent" means on a phone, how often it should show, what Google says about popups, and where [Popup & Modal Pro](https://www.studionope.com/popup-modal-pro) takes over when the built-in tool stops.

## What an exit intent popup is

An exit intent popup opens when the page decides the visitor is about to leave. It is different from a popup on a timer, which interrupts whoever happens to be reading at second ten, because it waits until the reading is over. That timing is the whole case for it. The visitor has already had whatever the page offered, so the popup asks for something at the point where there is nothing left to interrupt.

The UX research is blunt about the alternative. Nielsen Norman Group's advice on popups is to ["never show a popup before users can glean value from your website or application"](https://www.nngroup.com/articles/popups/). A popup at the exit is one way to respect that by design.

What goes in it matters more than the trigger:

- **Something to take away.** A checklist, a price sheet, a recorded webinar. The email field is the price of it.
- **A reason to come back.** A first-order code, a trial extension, a date for the next launch.
- **A shorter route to a person.** "Would a reply by email help?" with a single field converts people who were not ready to book a call.

One offer per popup. One or two form fields. A way to close it that is obvious at a glance.

## Does HubSpot still have pop-up forms?

No. HubSpot sunset the pop-up forms tool and moved pop-ups into the CTA tool. According to HubSpot's own knowledge base, users could no longer create or clone pop-up forms from 17 July 2023, could no longer create, edit or clone them from 4 June 2025, and live pop-up forms were unpublished automatically from 15 August 2025. Data collected by them stays in HubSpot.

So if a tutorial sends you to *Marketing \> Forms \> Pop-up form*, it is out of date. Pop-ups now live under *Marketing \> CTAs*, where HubSpot offers three kinds:

- **Banner**, fixed to the top or bottom of the page.
- **Pop-up box**, in the middle of the screen.
- **Slide-in**, from one of the four corners.

The CTA tool is included in Marketing Hub and Content Hub from Starter upwards.

## How to create an exit intent popup in HubSpot

With the CTA tool, the setup takes a few minutes:

1. **Go to *Marketing \> CTAs* and create a CTA.** Choose the *Pop-ups* tab, then a pop-up box, a banner or a slide-in.
2. **Build the content.** Text, an image, a countdown timer, and a form from HubSpot's new form editor or a meetings link. A CTA holds one form or one meeting, never both.
3. **Set the trigger to exit intent.** HubSpot also offers page scroll, elapsed time, inactivity and a button click. The CTA opens on whichever selected trigger happens first, so tick exit intent alone if exit is what you mean.
4. **Choose the pages.** Target by URL or query parameter, with exclusions for the pages it must never cover, such as checkout, the contact page and anything behind a login.
5. **Choose who sees it.** Known or unknown visitors, logged-in visitors and HubSpot lists are available on every tier. Device, country, referrer and similar rules need Professional or Enterprise.
6. **Set how often it comes back** (the next two sections cover what to pick), then publish.

It also works outside HubSpot pages, on any site with the HubSpot tracking code or the WordPress plugin installed.

## Do exit intent popups work on mobile?

Only approximately, because a phone has no pointer to leave the window. On a computer, exit intent is the cursor crossing the top edge of the page on its way to the tabs, the address bar or the close button. Browsers report that movement, so the signal is reliable.

On a phone, every tool guesses. HubSpot's CTA tool opens the pop-up [when the visitor "selects the back button in the browser"](https://knowledge.hubspot.com/ctas/create-calls-to-action), or when they minimise the browser and later return to the site in the same browser. Other approaches watch for a quick scroll back up after the visitor has read part of the page, which is the gesture people use to reach the address bar.

Either way, a mobile exit popup fires less precisely than a desktop one, and it covers far more of a small screen. Two settings are worth considering:

- **Keep exit intent to computers,** and give phones a banner or a slide-in on scroll instead.
- **If the popup does show on phones, make it a bottom sheet** that takes the lower part of the screen and closes with a swipe. A box in the middle with a small cross is hard to hit with a thumb.

## How often should an exit popup show?

Much less often than the default makes it look. Someone who closed your popup yesterday has told you the answer, and asking again on every page view is how a popup turns into a reason to leave.

A sensible starting point:

- **Once per visit at most,** and after a close, a gap of a week or more before it asks again.
- **Never again after the visitor converts.** Anyone who has signed up, used the code or booked a call should not see the offer a second time.
- **Not in the first few seconds on the page.** A visitor who opens a page and immediately goes back to the search results was not about to read your offer either.
- **One popup on screen at a time.** A cookie banner, a chat widget and an exit popup together are three things to close before the page can be read.

In HubSpot's CTA tool the options are to show it again after a set period, repeat it, or never show it again, and a visitor who has submitted the form on a CTA does not see that CTA again. HubSpot also notes that two pop-up CTAs on the same page may conflict and not appear, and that dismissing one CTA hides the others on that page.

![A newsletter sign-up popup with an image and an email field, opened on exit intent over a HubSpot page](https://www.studionope.com/hs-fs/hubfs/popup-modal-pro/pmp-feature-2-exit-intent.png?width=1600&height=1067&name=pmp-feature-2-exit-intent.png)

## Will a popup hurt your Google rankings?

It can, if it covers the page for someone arriving from search. Google's guidance on [intrusive interstitials](https://developers.google.com/search/docs/appearance/avoid-intrusive-interstitials) describes them as elements that "obstruct users' view of the content, usually for promotional purposes", and says: "Don't obscure the entire page with interstitials." Its recommended alternative is banners "that take up only a small fraction of the screen".

The mobile signal Google introduced in 2017 named two cases: [a popup that covers the main content "immediately after the user navigates to a page from the search results, or while they are looking through the page"](https://developers.google.com/search/blog/2016/08/helping-users-easily-access-content-on). Popups required by law, such as cookie consent and age checks, are exempt.

Google has since said that page experience aspects beyond Core Web Vitals do not directly help a page rank. The guidance has not been withdrawn, though, and the behaviour it describes is the one that sends visitors back to the results. What keeps a popup on the right side of it:

- Nothing that covers the content on arrival. Exit intent, a scroll depth or a click all wait for the visitor.
- On phones, a bar, a slide-in or a bottom sheet in place of a full-screen box.
- A close button that is large, visible and never hidden behind a delay.

## Making it usable with a keyboard and a screen reader

A popup that covers the page is a modal dialog, and the W3C's [dialog pattern](https://www.w3.org/WAI/ARIA/apg/patterns/dialog-modal/) sets out what that requires. Focus moves into the popup when it opens. Tab and Shift+Tab stay inside it while it is open, and the page behind it is inert. Esc closes it. On close, focus goes back to where the visitor was.

A slide-in or a bar that leaves the page usable is a different case: it should announce itself to screen readers without taking focus away from what the visitor is reading. And anything with a countdown or an automatic close falls under WCAG's rules on timing, so the visitor must be able to finish without the popup vanishing mid-sentence.

## Where the CTA tool stops

For a single pop-up box with a form, on a plan that includes it, HubSpot's CTA tool is enough, and it is the right place to start. It reaches external sites through the tracking code, targets HubSpot lists, and reports inside HubSpot.

The questions that come up once it is live are about what it leaves out:

- **The plan.** The CTA tool needs Marketing Hub or Content Hub Starter or above. A site on CMS pages without those has no pop-up tool at all.
- **The look.** Fonts, borders, shadows and a background are settings. Custom CSS is documented only for embedded HTML CTAs, so a popup that matches a carefully designed site is hard to get.
- **What goes inside.** One form or one meeting. There is no coupon code with a copy button, and no video lightbox that plays over the page.
- **More than one popup.** Two pop-up CTAs on a page may conflict, so a welcome offer and an exit offer on the same page need care.
- **How it opens.** A click opens a CTA through a button set to link to it, or through classes pasted into your own button. A plain link in a paragraph, or a URL in an email that lands the visitor with the offer already open, is harder.

## How Popup & Modal Pro does it

Popup & Modal Pro is a HubSpot module. You drop it into a page, or into a global group for every page, and it becomes one popup. Its content, triggers, rules and every word on screen are fields in the page editor, and it runs on any HubSpot plan that can hold a page.

This page runs it. Move your pointer up towards the tabs as if to leave, or [open the popup here](https://www.studionope.com/blog/hubspot-exit-intent-popup#exit-intent-demo).

Against the questions above:

- **Exit intent** is armed after the number of seconds you set, fires once per page view, and uses the pointer leaving the window on a computer. On a phone it waits until the visitor has scrolled a quarter of the way down, then watches for a quick scroll back up. You can limit it to computers with one field. The same popup can also open after a delay, after time spent reading, at a scroll depth, when a chosen section comes into view, or after a quiet spell with no input.
- **Frequency** is every page view, once per visit, once every so many days or once ever, with a cap on the total. After a sign-up, a click on your button or a copied code it stops showing on its own. Target desktop or phones, new or returning visitors, wait for a number of page views or seconds into the visit, and wait for HubSpot's cookie banner to be answered first.
- **Layouts** are a centred modal, a split panel with an image on either side, a full-screen takeover, a slide-in from any corner, a bar at the top or bottom, a side drawer and a video lightbox. On phones a modal, split, drawer or video can become a bottom sheet the visitor swipes away.
- **Inside it** go an icon or an image, a heading and text, a HubSpot form, buttons, a coupon code with a Copy button, a countdown to a date or to a number of hours after each visitor first sees it, and a "No thanks" link. The code can stay hidden until the form is sent.
- **Several popups** on a page form a queue ordered by the priority you give each, so only one is ever on screen.
- **Opening on a click** works from any link to `#your-popup-id` in rich text, a menu or another module's button, from a CSS selector you enter, or from the module's own trigger button. A URL parameter such as `?popup=spring` lands a visitor from an email or an ad with the offer already open. A click always opens it, whatever the frequency rules say, because the visitor asked.
- **The look** is yours. The accent colour and fonts come from your theme settings, and every colour, size, spacing, radius, shadow and animation is a field on the Style tab. In the page editor the popup shows open and in place, so you edit what visitors will see.
- **Accessibility** follows the dialog pattern above: focus in, Tab kept inside, Esc to close, focus back on close. Slide-ins and bars announce themselves without taking focus, and visitors who ask for reduced motion get a short fade.
- **Reporting** is a show, convert and close event pushed to Google Tag Manager, with the popup ID and the trigger attached.

![A split offer popup on a HubSpot page with a product image, a countdown and a coupon code with a Copy button](https://www.studionope.com/hs-fs/hubfs/popup-modal-pro/pmp-feature-3-offer.png?width=1600&height=1040&name=pmp-feature-3-offer.png)

The same module covers the other popups a site tends to need: a demo request behind a button, release notes in a side drawer, a webinar recording in a lightbox, a question box that arrives with its section. On phones each one keeps its layout, becomes a bottom sheet or goes full screen.

![A sign-up, an offer with a countdown and a release notes drawer shown as bottom sheets on phones](https://www.studionope.com/hs-fs/hubfs/popup-modal-pro/pmp-mobile.png?width=1600&height=1098&name=pmp-mobile.png)

## The limits, stated plainly

The module runs on HubSpot CMS pages. It does not reach a WordPress site or any page outside HubSpot, where the CTA tool with the tracking code is the right choice.

It does not target by country or by HubSpot list, run A/B variants or multi-step popups, or store analytics of its own. Its events go to Google Tag Manager for the reports you already run.

Forms from HubSpot's legacy form editor take the module's styling. Forms from the new form editor render inside HubSpot's own frame, so they keep the styling set in HubSpot.

## Where to try it

Every popup described here, exit intent included, runs live at [nopethemes.com/popup-modal-pro](https://www.nopethemes.com/popup-modal-pro). The module is on the [HubSpot Marketplace](https://ecosystem.hubspot.com/marketplace/modules/popup-modal-pro-module-by-studio-nope), and the details sit on the [Popup & Modal Pro page](https://www.studionope.com/popup-modal-pro). For a strip across the top of every page, [Announcement Bar Pro](https://www.studionope.com/announcement-bar-pro) does that one job, and the rest of the catalogue is on [HubSpot modules](https://www.studionope.com/modules).

Every theme and module we sell comes with email support, including help fitting it to your brand — write to [hello@studionope.com](mailto:hello@studionope.com).

![A split popup with an offer, a countdown and a coupon code](https://www.studionope.com/hs-fs/hubfs/popup-modal-pro/pmp-gallery-1-split.png?width=1600&height=1067&name=pmp-gallery-1-split.png)

Exit intent, live

## This popup opened as you went to leave

It is Popup & Modal Pro, the module from this post, set to exit intent on this page. The same module does modals, split offers, slide-ins, bars, drawers and video.

[Get it on HubSpot(opens in a new tab)](https://ecosystem.hubspot.com/marketplace/modules/popup-modal-pro-module-by-studio-nope)[See every popup live(opens in a new tab)](https://www.nopethemes.com/popup-modal-pro)

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