How adding an exit intent pop up to blog pages impacts email acquisition rate
Experiment ID: #97408
Reasons to Believe
Experiment Summary
Timeframe: 06/15/2022 - 07/01/2022
Reasons to Believe’s main site traffic is generated by their blogs. They’re a content-heavy organization and their blogs are a prime opportunity to invite people to take the next step. While we already had dear readers on their blogs, we hypothesized that not many people scrolled to the bottom of their blog pages – especially given the length of many of their articles. In order to introduce another opportunity for name capture, we decided to test adding an exit intent pop up with an ebook offer. We also embedded the name acquisition form to this pop up in order to reduce any friction for the site visitor. We hypothesized that adding this exit intent pop up would increase email acquisition rate.
Research Question
We believe that adding an exit intent pop up with an ebook offer for blog readers will achieve a higher email acquisition rate .
Design
C: Control
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-50x30.png
[admin-width] => 50
[admin-height] => 30
[full] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2.png
[full-width] => 828
[full-height] => 498
[thumb_372] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-372x224.png
[thumb_372-width] => 372
[thumb_372-height] => 224
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2.png
[single_post_thumbnail-width] => 828
[single_post_thumbnail-height] => 498
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-48x29.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-64x38.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 38
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-128x77.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 77
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-111x67.png
[thumb_122_67-width] => 111
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-153x92.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 92
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-130x78.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 78
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-232x140.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 140
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-544x327.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 327
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-271x163.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 163
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-271x163.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 163
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-272x164.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 164
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-372x224.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 224
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-372x224.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 224
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-385x232.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 232
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-401x241.png
[thumb_416_241-width] => 401
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-448x269.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 269
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2.png
[thumb_448_410_retina-width] => 828
[thumb_448_410_retina-height] => 498
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-574x345.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 345
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2-657x395.png
[thumb_776_395-width] => 657
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 180
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 241
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/exit-intent_pop-up-2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 361
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.0% | $0.00 | ||
| T1: | exit-intent pop-up | 1.5% | 44.0% | 98.1% | $0.00 |
This experiment has a required sample size of 4,557 in order to be valid. Since the experiment had a total sample size of 12,973, 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
× 44.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 44% lift in email acquisition rate with a level of confidence of 98%. Our hypothesis was proven correct that giving people another opportunity to receive an offer by giving their email would increase email acquisition rate. By making it an exit intent pop up, we were not interrupting their reading experience and did not wait for them to scroll to the bottom of the article. In turn, this also drastically impacted Google Grant results that generate traffic to these pages. We saw the most names acquired in any month through this experiment.