How a modal popup affects email acquisition for shopping cart abandonment
Experiment ID: #2833
Compassion International
Experiment Summary
Timeframe: 11/22/2018 - 01/08/2018
Compassion International had a remarketing email series in place to recover prospective sponsors who had abandoned their shopping cart. They were curious to see if they could increase the number of emails acquired by moving the email acquisition portion from the first step of the shopping cart to a modal popup window that fired immediately after a user clicked “Sponsor now”.
They developed a treatment that moved this step to a modal popup (and pre-populated the shopping cart) and launched an experiment to see if it increased the number of emails that were added to their remarketing series.
Research Question
Will moving the email acquisition step to the beginning of the process (through a modal popup window) increase email acquisition?
Design
C: Straight to Checkout
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Straight to Checkout | 1.4% | ||
| T1: | Modal Popup | 2.2% | 61.6% | 100.0% |
This experiment has a required sample size of 1,889 in order to be valid. Since the experiment had a total sample size of 85,510, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 61.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment (with the email popup) delivered a 61% increase in emails acquired, which put more people into the remarketing series and delivered a visible (though not statistically valid) lift in sponsorships through that channel based on previous months’ benchmark. This experiment produced a valid way to increase the number of emails acquired, but the relatively low percentage of downstream sponsorship conversion points to more optimization and testing opportunities.