How an inline offer compares to an exit intent for pop-up email acquisition on a website
Experiment ID: #52884
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 08/25/2020 - 09/25/2020
The Oblates were using an exit intent pop-up to acquire emails with an offer to get daily prayers sent via email. The effort was highly successful in acquiring emails, but presented a few drawbacks. First, exit intents can only be see on desktop computers. Second, the user experience is not ideal because people may feel pestered as they try to leave the page. So we wanted to test an inline offer for daily prayer instead of an exit intent. We needed to do it in a way that ensured that it did not diminish the success of having an exit intent pop-up.
Research Question
An inline offer will acquire more emails than an exit intent pop-up.
Design
C: Exit Intent Pop-Up
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T1: Inline Offer
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[thumb_272_325-width] => 544
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[thumb_271_346-width] => 271
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[thumb_271_271-width] => 271
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[thumb_272_172-width] => 272
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[thumb_372_461-width] => 372
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 181
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[thumb_385_270-width] => 385
[thumb_385_270-height] => 187
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[thumb_416_241-width] => 416
[thumb_416_241-height] => 202
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 218
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Exit_Intent_Pop-Up-5-896x435.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 435
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Exit_Intent_Pop-Up-5-574x279.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 279
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Exit_Intent_Pop-Up-5-776x377.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 377
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Exit_Intent_Pop-Up-5.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 146
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Exit_Intent_Pop-Up-5.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 194
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Exit_Intent_Pop-Up-5.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 291
)
)
[1] => Array
(
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[filesize] => 105924
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Inline_Offer-6.png
[link] => https://www.nextafter.com/experiments/how-an-inline-offer-compares-to-an-exit-intent-for-pop-up-email-acquisition-on-a-website/attachment/inline_offer-png-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
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[status] => inherit
[uploaded_to] => 29574
[date] => 2022-10-24 21:16:52
[modified] => 2022-10-24 21:16:52
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[sizes] => Array
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[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Inline_Offer-6-600x490.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 490
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[tp-image-grid-width] => 700
[tp-image-grid-height] => 119
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Inline_Offer-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Inline_Offer-6-50x9.png
[admin-width] => 50
[admin-height] => 9
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[full-height] => 490
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[thumb_372-width] => 372
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[thumb_122_67-width] => 122
[thumb_122_67-height] => 21
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[thumb_232_177-width] => 232
[thumb_232_177-height] => 39
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 93
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[thumb_272_172-width] => 272
[thumb_272_172-height] => 46
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[thumb_385_270-height] => 66
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[thumb_448_410_retina-height] => 152
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[thumb_574_382-width] => 574
[thumb_574_382-height] => 98
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[thumb_776_395-width] => 776
[thumb_776_395-height] => 132
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[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 51
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[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 68
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[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 102
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Exit Intent Pop-Up | 1.5% | ||
| T1: | Inline Offer | 2.5% | 70.4% | 100.0% |
This experiment has a required sample size of 1,426 in order to be valid. Since the experiment had a total sample size of 9,178, 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
× 70.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
Overall, the inline offer increase email acquisition by 70%. And when we looked at just desktop traffic, which is the device that a third of their constituents use, it had no affect on email conversion rates.