Exit intent popups can be effective for increasing conversions when used correctly. Nike's popup demonstrates the right way to do it - wait for a period of time, keep it simple and quick, and limit choices.
The right exit-intent popup can help you keep visitors on your site for longer periods of time when visitors decide to bounce but it can come across as annoying if not done well. When they’re used at the right time, exit intent popups are an effective strategy for increasing conversions.
As seen in the video, Nike waits for a certain period of time after a visitor has browsed their website before showing the exit intent pop up. There are only three things to fill out, and they’ve limited the choices so that visitors can complete it faster with minimal effort.