Results: Which Email Capture Format Worked Best?

Pop-up email capture form

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Drawer-style email capture form

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Which Email Capture Format Worked Best?

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Difference Between Versions:

Version A –Pop-up style email capture form
Version B –Drawer-style email capture form


Key Performance Indicator (KPI): 

Total emails captured, and Revenue Per Visitor (RPV)


Test Goal:

Increase the number of people submitting their email addresses and purchasing items

 

Traffic Source:

Direct, search, referral, organic, paid, affiliate, social, and existing email list

 

Audience: 

 

Organization: 

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Test Run By

Brand Value Accelerator

Test Run For

Reyn Spooner

Test Run On

Optimizely

WINNING VERSION

B

Poll Results - The Best Guesses:

Which Email Capture Format Worked Best?

  • Version A
  • Version B
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Test Details & Background:

Brand Value Accelerator, the eCommerce optimization agency, ran this enlightening email capture test for their client, Reyn Spooner, the historic Hawaiian shirt retailer, founded in 1956.

Spanning the decades, Reyn Spooner has been at the forefront of in-store and eCommerce innovation, conducting many experiments to optimize their storefront.

With this test, the team wanted to definitely determine which would work best online: an email capture formatted as an overlay/pop-up that appeared after visitors landed on the page.

Or, a “drawer-style” form that slid on to the page, and displayed under the hero image, persistently scrolling with the user, until closed.


 

Poll Results - The Best Guesses:

Which Email Capture Format Worked Best?

  • Version A
  • Version B
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COMMENTS: Tell Us Your Thoughts.

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zoe
Member
zoe

We run a very similar test and had the opposite result. The difference being we had a 20 second delay on the pop up. Some really interesting insight however!

Stephen
Guest

This is a really interesting post, and a surprising result (I thought A would win). It’s hard to get good information on the SEO impact of pop-ups, but I have seen some data that suggests what you say is accurate. Perhaps an exit-trigger is the best compromise?

Bobby
Guest
Bobby

The CTA on the buttons are different so style + CTA are variables to consider. Timing of presentation is key too and delayed popup would likely out perform immediate drawer-style option as the user has more time to engage with the brand prior to making a decision.

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