Did You A/B Test Popup Like This?

Today, let’s talk about popup A/B testing.

We just started working with a subscription brand. One of my main focuses is to help them drive more email subscribers via popup.

Previously they did some popup A/B testing, but it didn’t move the needle. They actually didn’t know how to run a test properly.

Since taking over their popup, I’ve tested the following (note: the brand is using Optimonk popup and time length for each test is 14 days):

1. Tested CTA Button Color

• Blue vs. purple (their brand’s primary colors)

Result: Purple won, with 91 form submissions and a 7.74% form submission rate.

Conclusion: Purple creates more contrast and so is more eye-catching than blue. I ended the test and kept the purple version.

2. Tested Text Description

Headline: Get 20% off your first monthly box of nappies

Text description:

• Variation A (current): Sign up for our newsletter list and get your promo code.

• Variation B (new): Plus, receive nappy hacks, parenting tips, and updates on our new products and sales.

Result: Variation B won, with 139 form submissions and a 6.97% form submission rate.

Conclusion: The “New description” version shows more benefits of subscribing to newsletter, apart from just getting the discount code. I ended the test and kept this version.

3. Tested Social Proof

• Variation A (current): Plus, receive nappy hacks, parenting tips, and updates on our new products and sales.

• Variation B (new): Plus, receive nappy hacks, parenting tips, and updates on our new products and sales. Over 17,100 parents joined our fam!

Result: Variation B won, with 175 form submissions and a 6.68% form submission rate.

Conclusion: Social proof helps build trust with new visitors. Seeing many other parents have signed up for this newsletter, they trusted that “this brand is good.” So they decided to subscribe. I ended the test and kept running this winning variation.

KEY TAKEAWAYS:

• Constantly A/B test your popup and identify what factors that help improve your form engagement.

• Run each test for at least two weeks to get an accurate result.

• Even a minor tweak can make a huge change. So test, test, and test. Data will show you if it works or not.

How often do you A/B test popups? What factors have you tested? Any learnings? Feel free to share with me and if you have any questions, let me know. I’m happy to help. ;)

Have a great weekend.

Lavender

❓ Have any questions about Klaviyo, ecom email, or sustainability? Tell me, and I’ll share what I know.

💌 Need my help with email strategy, planning, and implementation? Feel free to drop me a message, and we can chat. You can click here to learn about my service offerings.

😊 “When it comes to email strategy – not many people have the brain for it. Not only does Lavender have a brain built for email strategy, but she’s also got the copywriting skills to match. She’s a pro at finding (and filling) the gaps in your email experience and increasing email revenue.” Samar Owais, Founder of Emails Done Right, eCommerce Email Strategist