How a different exit-intent offer affects email acquisition Experiment ID: #20818


Experiment Summary

Timeframe: 4/16/2020 - 4/27/2020

We launched an exit intent offer on our COVID-19 resource page and wondered which follow-up offer would be more effective: an upcoming COVID-19 webinar or a weekly COVID-19 email update.

Research Question

Which exit-intent offer will lead to more emails acquired?


C: COVID-19 Webinar
T1: COVID-19 Updates


Treatment Name Conv. Rate Relative Difference Confidence
C: COVID-19 Webinar 4.1%
T1: COVID-19 Updates 10.2% 148.1% 99.8%

This experiment has a required sample size of 140 in order to be valid. Since the experiment had a total sample size of 661, 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
× 148.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

The COVID-19 update email offer saw a 148% increase in emails acquired. This is likely because it is equally as relevant as the webinar offer, but requires less work for the recipient to participate – they don’t have to attend at a specific date/time.

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.