How a Rotating Exit Intent Offer Impacts Desktop Email Acquisition Rate Experiment ID: #6893

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 5/30/2017 - 6/30/2017

Alliance Defending Freedom knows that their blog attracts significant amounts of organic traffic. Keeping these visitors engaged is a big opportunity and major step forward in their donor journey. After running a series of tests, they found that using an exit intent pop-up as a final attempt to engage users before leaving a blog page increased email acquisition rate. Though they have seen an increase in engagement and conversion rates since adopting these pop-ups, they wondered if users were weary of seeing the same exit-intent messaging on every visit. To test their hypothesis, they decided to introduce a series of four rotating exit-intent offers. This would provide a new offer on the 2nd, 3rd, and 4th visit.

Research Question

Will showing people a different offer on each visit increase the chances of email acquisition?


C: Static Exit Intent
T1: Rotating Exit Intent


Treatment Name Conv. Rate Relative Difference Confidence
C: Static Exit Intent 0.91%
T1: Rotating Exit Intent 0.74% -18.7% 81.1%

This experiment has a required sample size of 21,646 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

Alliance Defending Freedom noticed that the series of rotating offers appeared to decrease email acquisition rates over the course of one month. However, this test was not statistically valid. Their findings must, consequently, remain anecdotal. This test may suggest that four different offers reduced the familiarity, and therefore the clarity, of the exit intent’s true value proposition–to keep exiting visitor up-to-date on news regarding religious liberty. Further tests will be conducted to discover the answer to this question.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.