How site flow interruptor offers affect conversion on mobile devices
Illinois Policy Institute
Experiment Summary
Timeframe: 06/06/2017 - 06/16/2017
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
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Exit Intent | 0.11% | ||
| T1: | Slide Out | 0.21% | 91.6% | 99.5% |
This experiment has a required sample size of 12,090 in order to be valid. Since the experiment had a total sample size of 49,053, 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
× 91.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
On the mobile experience, the slide-out offer produced a 91.6% lift in conversion over the exit intent popup. This is primarily caused by the way the two site flow interruptors display on mobile devices—the slideout actually functions more like an exit intent, taking up the entire screen. Since exit intent popups require a cursor, that experience is replaced with a very small offer bar at the bottom of the screen which is easier to ignore. While the exit intent popup produced a lift on desktop, this test result shows us that we cannot assume that the same tactic will work for different experiences.