How an exit intent pop up affects email conversion
The Navigators
Experiment Summary
Timeframe: 02/21/2023 - 03/30/2023
The Navigators’ Topical Memory System is a for-purchase book that helps the reader memorize scripture. The landing page for this offer briefly outlines what the TMS is, important points, and an ask at the end to purchase the book. We hypothesized that by adding an exit intent pop-up on the page for a free eBook on a similar topic (How to Memorize Scripture) would not interfere with those who are purchasing the TMS book, but would acquire the emails of those who were planning to exit the page.
Research Question
We believe that a popup offering a free ebook for users exiting a page that advertises a for-purchase item will achieve an increased acquisition of email because we believe that targeting the same motivation (scripture memory) at a free price point will acquire those who were exiting because of the price.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.1% | |||
| T1: | Exit Intent | 2.6% | 147.9% | 100.0% |
This experiment has a required sample size of 565 in order to be valid. Since the experiment had a total sample size of 5,794, 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
× 147.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that offering a free ebook with an exit-intent popup can significantly increase email acquisition. The treatment group saw a 147.9% increase in email acquisition for all traffic, and new visitors, organic search visitors, desktop visitors, social visitors, male visitors, and visitors aged 18-24 saw substantial increases in email acquisition with a high level of confidence.
What does this tell us about users exiting the page? The eBook popup is about the same topic as the TMS page—but where the TMS page is urging users to make a purchase, the popup entices them with a similar offer free of cost. Because this popup is only setup to appear when the user goes to exit the page, this wouldn’t detract from those who were going to purchase the book. What it does accomplish is allow The Navigators to acquire the email of someone who would’ve exited the page and been lost.