And if you are wondering what to assess first, I have some suggestions. As the head of intelligent success in intelligent popup builder, I have reviewed hundreds of A / B tests. Based on this experience, I will be sharing 5 popup A / B tests that can make a difference in your future and existing campaigns. (One of our customers nearly tripled the number of emails collected with a simple test.)
In addition, I will also explain why each test worked so well and show you how to use them to improve the performance of your popups. Of course, what works for our customers may not work for you.
Disclaimer: While these figures come from actual tests conducted by real companies, we decided not to publish or reveal brand names.
Test # 1: Popup Delay
The best time to display a popup is not necessary after someone lands on your site. When they are susceptible to your message.
If you display a popup immediately, you may disturb visitors in their journey through your site. At the same time, visiting visitors before waiting too long may also result in them even having a chance to see your offer (except that you are using an exit popup , Naturally).
As you can see, now delayed popups can be displayed to a smaller audience. And although those popups generated slightly higher subscription rates, the company collected fewer emails.
Now, of course, your results may vary. But this test shows how important it is to identify the best times to ask visitors to take action without disturbing them during their journey.
Test # 2: Minimize Popup Copy
Your popup copy should capture a person’s attention and then engage emotionally to avoid action. Your visitors are busy. They may not have time to read a more detailed copy.
And the only way to get the optimal information you need to present to a visitor is to test its copy length.
1. Short copy means less time required to process information and decide to work
The goal of a popup is not to sell something, but to persuade a person to take a simple action. Therefore visitors need less information to make a decision than to buy an actual product. Shorter copy allows you to drive a person to a membership in an instant, without analyzing them and considering that for a very long time.
2. Some words help to build a better personal relationship
Note how shortening the copy forced our customer to cut the word “our” from the title. The implications of this may seem insignificant at first. But notice what the word “Left” means – one of the most powerful words in sales. Focusing on the visitor (“our”) from the company (“our”) helped them to directly address the visitor and build a strong relationship with them.
3. Less copy is an opportunity to make text larger
Fewer words mean you can make the text longer. And if you don’t already know, various marketing tests have indicated that using a larger font can significantly improve conversions.
4. Less words help to make numbers more prominent
According to Unbounce, website visitors prefer headlines and other copy if it includes numbers.
Test # 3: write a folder title
The title plays a powerful role in popup conversions:
It attracts a person’s attention
This proposition suggests or at least makes a bold promise of a benefit a person should not miss
This helps confirm the person that the offer is for them
If there is one, it convinces the person to read the rest.
And I am sure you will agree, all this is not a small achievement. For example, should you state the proposal clearly or try to use a more ambiguous title?
Another customer decided to do this test.
Test # 4: Display time is linked to matching
Delaying a popup for a period of time is not the only way to demonstrate when someone is ready to see your proposal.
Displaying time for another engagement.
Visitors who spend more time on your site are more likely to engage with your message, right?
In another test, a customer measured the impact of targeting the most engaged users.
The version focusing on the most engaged users had a very high subscription rate because it targeted only those who were really interested in the company’s products.
But the version displayed on landing reached a wider audience and ended up collecting almost 3 times more emails.