How a Slide-Up performs against an Exit-Intent during a Holiday Appeal
Experiment ID: #194052
CaringBridge
Experiment Summary
Timeframe: 12/17/2024 - 12/18/2024
During CaringBridge’s holiday appeal, we conducted a re-test of the Slide-Up with gift array vs the standard Exit Intent pop-up. The goal was to determine whether there was a significant impact upon donations and revenue during a high urgency appeal – where motivation is significantly higher.
Research Question
We believe that a slide-up with gift array for users on the CaringBridge site will achieve an increase in donor conversion rate and revenue because the experience is less intrusive than the pop-up, and the in-line array pre-fills the donor’s selected amount on the donation page.
Design
C: Exit Intent
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[1536x1536] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-1536x513.png
[1536x1536-width] => 1536
[1536x1536-height] => 513
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-2048x684.png
[2048x2048-width] => 2048
[2048x2048-height] => 684
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-50x17.png
[admin-width] => 50
[admin-height] => 17
[full] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5.png
[full-width] => 2570
[full-height] => 858
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-372x124.png
[thumb_372-width] => 372
[thumb_372-height] => 124
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-980x327.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 327
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-32x11.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 11
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-48x16.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 16
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-64x21.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 21
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-128x43.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 43
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-122x41.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 41
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-153x51.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 51
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-130x43.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 43
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-232x77.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 77
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-544x182.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 182
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-271x90.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 90
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-271x90.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 90
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-272x91.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 91
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-372x124.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 124
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-372x124.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 124
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-385x129.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 129
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-416x139.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 139
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-448x150.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 150
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-896x299.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 299
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-574x192.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 192
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5-776x259.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 259
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 100
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 134
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Slide-Up-5.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 200
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Exit Intent | 0.17% | $44.17 | ||
| T1: | Slide-Up | 0.16% | -6.6% | 55.0% | $40.97 |
This experiment has a required sample size of 1,021,978 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that the slide-up with gift array did not perform as well as the standard exit intent pop-up in terms of donations during the high urgency appeal. However, it is important to note that the statistical level of confidence was only 55.0%, which is below the recommended threshold of 85%. However, this test did help troubleshoot an earlier discrepancy between the slide-up and exit intent where traffic targeting was unfairly impacting results. In reality, when distributed to traffic properly 50/50, the two onsites performed similarly.