How an exit popup did not impact donor conversion rates during a campaign
Experiment ID: #12140
The Heritage Foundation
Experiment Summary
Timeframe: 02/01/2019 - 02/25/2019
During the 2019 Kickoff Campaign for The Heritage Foundation, we tried experimenting with a more emotional appeal for the visitor to activate/renew their membership, but did not see any noticeable lift in the donor conversion rate. So, we wanted to test something more tactical by adding an exit popup to intercept the visitor before they left to ask them to reconsider.
Research Question
Would adding an exit popup to the Kickoff campaign landing page improve donor conversion rates?
Design
C: Original
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[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/wExit_Popup-13-150x150.jpg
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[admin] => https://www.nextafter.com/wp-content/uploads/wExit_Popup-13-34x50.jpg
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[admin-height] => 50
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[full-height] => 2093
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[thumb_232_177-width] => 122
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[thumb_272_325-width] => 447
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[thumb_448_410_retina-height] => 820
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[thumb_776_395-height] => 395
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[gform-image-choice-sm-height] => 300
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[gform-image-choice-md-height] => 400
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[gform-image-choice-lg-width] => 413
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 44.2% | ||
| T1: | w/Exit Popup | 42.8% | -3.3% | 77.3% |
This experiment has a required sample size of 8,777 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
With only a 77% level of confidence, we only saw a negligible difference between the two treatments (-3%) in instant donor conversion rate.
Although the popup was displayed 1,847 times on the treatment, and 756 (or 41% of those shown the popup) of those people clicked on the button that read: “Yes, I will stand with Heritage!” — it somehow showed a decrease in instant donor conversion rates.
In digging into the data specifically, we noticed the following, as well:
- Revenue/Visitor: +1.3% (68.9% LoC)
- Avg. Gift: +3.79%
Even with those observations, it appears that the exit popup overall had a very negligible impact during the course of the campaign. The visitor motivation to give a gift on these pages is largely programmed via the emails (or ads) designed to drive them there. That said, experimentation with increasing motivation is likely not going to work, and tactical elements (like an exit popup) may not be effective to drive a noticeable split between the treatment and control during high conversion campaigns like this.
There are other tactical elements to experiment with during campaigns like this, but perhaps the most effective experimentation is likely going to be running tests with the motivation (which is driven from the emails / ads used to drive page traffic).