How removing an exit-intent pop-up on a donation page impacts conversion
Experiment ID: #8426
Focus on the Family
Experiment Summary
Timeframe: 01/02/2018 - 01/26/2018
On Focus on the Family’s primary donation page, they use an exit-intent pop-up that appears on the page as you are about to leave. During their year-end giving campaign, we tested removing this feature. We found that by removing the exit-intent pop-up, we were able to increase donor conversion because the audience was highly motivated to give. Understanding these learnings, we also wanted to test this approach outside of year-end when motivations were more neutral. During the month of January, we tested removing the exit-intent pop-up from the primary donation page.
Research Question
Will removing the exit-intent pop-up impact conversion?
Design
C: Has Popup
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T1: No Popup
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Has Popup | 8.4% | $12.02 | ||
| T1: | No Popup | 9.0% | 7.4% | 64.0% | $12.85 |
This experiment has a required sample size of 15,734 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After four weeks of running this experiment and analyzing the data, we found that having an exit-intent pop-up on the primary donation page doesn’t significantly impact conversion – positively or negatively outside of high-urgency campaigns. The conversion rate throughout the month fluctuated week by week telling us that there is no real difference in conversion with an exit-intent pop-up.
You can see this fluctuation in the graph below where the lines cross paths multiple times.
This learning is valuable to know because of the cost associated with having the exit-intent pop-up on the site. Even though the test didn’t validate, we would recommend removing the exit-intent pop-up all together from the primary donation page – both during high urgency campaigns like year-end and during regular times of the year when motivation is neutralized.