How using an exit-intent pop-up during a match campaign impacted conversion results for Pathway to Victory
Experiment ID: #98218
Pathway to Victory
Experiment Summary
Timeframe: 06/21/2022 - 07/08/2022
Pathway to Victory is a ministry who has built a fundraising program around the offer of premiums—books, pamphlets, brochures, etc. They have 2 main match campaigns throughout the year- one in December, and one in June. For this year’s June campaign, which focused around the launch of a brand-new children’s book, coupled with a $500,000 Gospel Advance match, we wanted to test whether including an exit intent pop-up made an impact on conversion rates.
This pop-up was triggered when someone would mouse over the ‘back’ button on their browser; the copy emphasized the impact that making a gift during this limited-time match challenge would have on the ministry.
Research Question
We believe that using an exit intent for potential donors will achieve a change in conversion rates.
Design
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[admin] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-50x43.png
[admin-width] => 50
[admin-height] => 43
[full] => https://www.nextafter.com/wp-content/uploads/Exit_Intent.png
[full-width] => 1365
[full-height] => 1174
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-372x320.png
[thumb_372-width] => 372
[thumb_372-height] => 320
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-727x625.png
[single_post_thumbnail-width] => 727
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-48x41.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 41
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-64x55.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 55
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-128x110.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 110
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-78x67.png
[thumb_122_67-width] => 78
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-153x132.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 132
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-130x112.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 112
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-206x177.png
[thumb_232_177-width] => 206
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-544x468.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 468
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-271x233.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 233
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-271x233.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 233
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-200x172.png
[thumb_272_172-width] => 200
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-372x320.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 320
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-372x320.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 320
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-314x270.png
[thumb_385_270-width] => 314
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-280x241.png
[thumb_416_241-width] => 280
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-448x385.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 385
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-896x771.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 771
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-444x382.png
[thumb_574_382-width] => 444
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Exit_Intent-459x395.png
[thumb_776_395-width] => 459
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Exit_Intent.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 258
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Exit_Intent.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 344
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Exit_Intent.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 516
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 6.3% | $0.00 | ||
| T1: | Exit Intent | 6.5% | 3.7% | 61.6% | $0.00 |
This experiment has a required sample size of 87,416 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
While this experiment did not reach the level of confidence where we would say it was valid, a 61% level of confidence in the 3.7% increase in donor conversion rates indicates that this was a useful tactic.
Since the donation page itself is very premium-focused with little reference to the actual match campaign, using this exit intent pop-up allowed us extra digital real estate to communicate the impact this campaign would have on the ministry.
This is a tactic we will continue testing during high donation frequency campaigns for this organizations.