How an exit-intent popup impacts name conversion. Experiment ID: #6285

Harvest Ministries

Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.

Experiment Summary

Timeframe: 3/8/2017 - 3/13/2017

Harvest Ministries gets a high volume of traffic to it’s homepage. The volume of this traffic provides an excellent opportunity to acquire email addresses through value-add content offers. Currently on the page, there is a static form for their daily devotional offer that is below the fold of the page.

We hypothesized that a new delivery mechanism, higher on the page, could help improve acquisition. We tested using an exit-intent popup for the daily devotion offer that would appear when visitors moved their mouse outside of the browser window. This experiment was only targeted to desktop users since the exit-intent popup doesn’t work on mobile users.

Research Question

Would the exit-intent popup help improve acquisition on Harvest’s homepage?

Design

C: Control (no EI modal)
T1: Treatment (with EI modal)

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control (no EI modal) 0.49%
T1: Treatment (with EI modal) 0.95% 94.0% 100.0%

This experiment has a required sample size of 2,849 in order to be valid. Since the experiment had a total sample size of 19,944, 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
× 94.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

By using an exit-intent offer, we were able to significantly increase email acquisition by 94%! Here are a few of our key learnings from this experiment:

  1. The control that had the acquisition offer as a static element was farther down on the page. A significant amount of visitors to the website most likely would/will never see it.
  2. The exit intent offer disrupted people’s attention at just the right time (when a person was about to exit the page) with the right kind of message and offer.
  3. The exit-intent offer had a stronger value proposition. The force of this value proposition created strong messaging all the way through the acquisition process attributing to not only more emails acquired, but more overall revenue (71.7% increase) from the offer.

Since this tactic is new, we will continue to monitor it and find other pages it strategically makes sense to present offers in this way.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.