How shorter copy affects conversion rate on an exit-intent offer Experiment ID: #8811


Experiment Summary

Ended On: 4/5/2018

Each webinar landing page has an exit-intent offer to get a recording and the slide deck if you can’t attend the webinar in person. We wondered if we could increase conversion by condensing the copy and shortened the overall size of the pop-up offer. The hypothesis here being that the size of the control pop-up may be overwhelming and too much for someone to read as they’re intending to exit the page.

Research Question

Will shorter form copy on an exit-intent increase conversions?


C: Long Form
T1: Short Form


Treatment Name Conv. Rate Relative Difference Confidence
C: Long Form 39.0%
T1: Short Form 27.0% -30.7% 99.2%

This experiment has a required sample size of 122 in order to be valid. Since the experiment had a total sample size of 464, 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
× 30.7% decrease in conversion rate
× 0% increase in average gift

Key Learnings

Clearly the copy length of the control was not keeping visitors back from converting. We attribute the 30.7% decrease in conversion to be a result of the copy having less specific and clear details of what the visitor would be receiving.

Follow up experiments could include reducing the amount of form fields, adding more specificity and clarity, or testing a new delivery mechanism all together.

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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.