How an exit intent offer impacts email acquisition rate on desktop devices Experiment ID: #7368

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: 8/9/2017 - 9/8/2017

In a previous experiment, Alliance Defending Freedom discovered that exit intent offers dramatically increase email acquisition rate when shown to blog visitors. They wondered: Will there be a similar increase in email acquisition rate if an exit intent offer is shown to visitors on the ‘News/Press Release’ page? They set up a treatment using their winning exit intent offer and launched a test on desktop devices to find out.

Research Question

Will an exit intent offer increase email acquisition rate on desktop devices for ‘News/Press Release’ website traffic?


C: No Exit Intent
T1: Exit Intent


Treatment Name Conv. Rate Relative Difference Confidence
C: No Exit Intent 0.26%
T1: Exit Intent 1.0% 297.7% 99.3%

This experiment has a required sample size of 833 in order to be valid. Since the experiment had a total sample size of 3,111, 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
× 297.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

Over the period of a month, Alliance Defending Freedom found that the exit intent offer increased the email acquisition rate of the ‘News/Press Release’ page by 297%. The results of this test lead us to a couple of conclusions.

First, it’s clear that giving a visitor a more direct opportunity to sign up for weekly updates improves email acquisition rate on a page. We’ve seen this to be true before and this offer’s general effectiveness is proven to be true again here. Second, it makes sense that this principle remains true for a exit intent offer on ‘News/Press Release’ page. The visitor on this page is geared toward getting the most up-to-date information on a particular matter. It’s possible that the perceived value of the exit intent offer is even higher for these visitors, since news and press releases are generally time sensitive–whereas a blog post may not be. Alliance Defending Freedom will continue to test varying offers and their overall effectiveness for other types of pages on their site.

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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.