How adding a form to an exit-intent increased acquisition Experiment ID: #8990

NextAfter

Experiment Summary

Timeframe: 4/18/2018 - 5/15/2018

We had launched an exit-intent pop-up on the NIO Summit website offering a free sample session in order to get a taste of what the NIO Summit is like. The original offer directed traffic to a landing page with the video, and a call-to-action form to get access to all the videos from the 2017 summit.

We wondered if we could increase conversion by putting a form on the exit-intent pop-up that a visitor would have to fill out in order to see the free session. After completing the form, the visitor was redirected to the same landing page as the control where they could also get access to the 2017 videos.

Research Question

Will adding a form to the exit-intent increase acquisition?

Design

C: Link to Landing Page with Form
T1: Form on Exit-Intent

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Link to Landing Page with Form 1.8%
T1: Form on Exit-Intent 5.8% 215.7% 96.0%

This experiment has a required sample size of 173 in order to be valid. Since the experiment had a total sample size of 406, 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
× 215.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment exit-intent pop-up increased email acquisition by 215%. We thought it could be possible that our traffic may not be motivated enough to give us their email address without seeing the quality of the content. But this shows the NIO Summit traffic has a high motivation for this type of content.

The treatment also saw an increase in the amount of people that signed up to get all of the 2017 videos, indicating that this small step of signing up to get the one video amplified their motivation to learn more about the summit.


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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.