How site flow interruptor offers affect conversion on desktop devices Experiment ID: #6814

Illinois Policy Institute

Experiment Summary

Timeframe: 6/6/2017 - 6/16/2017

Illinois Policy Institute wanted to promote their new eBook, Madigan’s Rules to their website visitors. However, they wanted to match the right promotional tactic to the correct audience segment. They had previously tested slide-out offers and exit intent popups, but knew that the two tactics presented differently on mobile and desktop.

They did a split test between the two offers and closely monitored traffic and conversion from desktop visitors in contrast to traffic and conversion from mobile visitors to match the ideal “site flow interruptor” to to the optimal experience.

Research Question

Which site flow interruptor will maximize conversion on mobile devices?

Design

C: Slide-Out
T1: Exit Intent

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Slide-Out 0.36%
T1: Exit Intent 0.54% 49.9% 96.3%

This experiment has a required sample size of 10,599 in order to be valid. Since the experiment had a total sample size of 23,861, 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
× 49.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The exit intent popup produced nearly 50% more emails than the slide-out offer on desktop devices. While the result was very different on mobile devices, the exit intent popup works for desktop because it depends on a cursor to activate and displays well on larger screens. This shows us that we can’t assume that a tactic will work the same on different website experiences.


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Experiment Documented by...

Jeff Giddens

Jeff is the President 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.