How a donation exit intent popup on an instant donation page impacted donations
Experiment ID: #150654
Texas Public Policy Foundation
Experiment Summary
Timeframe: 05/15/2023 - 06/17/2023
TPPF’s monthly donor conversion funnel is producing a low instant conversion rate. In an effort to increase conversion, we’ve implemented an exit intent popup that appears when someone tries to exit the page.
The popup will hit donation page visitors with one more ask with condensed value proposition copy in hopes that it will convince them to return to the donation page and complete a donation.
This approach could be effective in a number of ways:
- It’s unconventional and it literally “pops out” to users
- The popup will catch all users that try to exit, but could be especially impactful to the users that would bounce from the page immediately without reading the value proposition copy and realizing the donation ask
- Perhaps the exit intent popup will help make the mind up of anyone that is on the fence about donating
Prompting visitors to second guess their decision to leave the page could lead some to return and convert – but will it be enough to produce a valid lift in conversion?
Research Question
We believe that an exit intent popup prompting a return to the donation page will increase donations because potential donors will be brought back in by the ask and simplified value prop, and ultimately convert.
Design
C: Control
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[large] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[large-width] => 640
[large-height] => 383
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[1536x1536-width] => 919
[1536x1536-height] => 550
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[2048x2048-width] => 919
[2048x2048-height] => 550
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 419
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-50x30.png
[admin-width] => 50
[admin-height] => 30
[full] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[full-width] => 919
[full-height] => 550
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-372x223.png
[thumb_372-width] => 372
[thumb_372-height] => 223
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[single_post_thumbnail-width] => 919
[single_post_thumbnail-height] => 550
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-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-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-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-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-112x67.png
[thumb_122_67-width] => 112
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-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-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-232x139.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 139
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-544x326.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 326
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-271x162.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 162
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-271x162.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 162
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-272x163.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 163
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-372x223.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 223
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-372x223.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 223
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-385x230.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 230
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-403x241.png
[thumb_416_241-width] => 403
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-448x268.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 268
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-896x536.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 536
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-574x344.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 344
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up-660x395.png
[thumb_776_395-width] => 660
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.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.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 239
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Exit_Intent_Pop_up.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 359
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.68% | $10.00 | ||
| T1: | Exit Intent Pop up | 0.69% | 1.9% | 2.1% | $12.50 |
This experiment has a required sample size of 3,180,068 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 experiment did not produce the results we had hoped for. In fact, it only produced eight conversions in total and they were split between the control and the treatment (exit intent popup). Ultimately, the treatment had a 1.9% lift with only a 2.12% level of confidence.
This approach is worth testing again, but on donation funnel that has ample traffic and overall conversions. We simply don't have enough data from this experiment to prove any effectiveness or lack of effectiveness.