There are many guidelines, tips, and best practices available online for creating effective pop-ups. But how do you know which advice to follow? The truth is that the best way to truly optimize your popup conversions is through split testing!
In this article, we’ll explain what split testing is and how to conduct your own tests. Additionally, we’ll share four real-life examples to inspire you.
Ready to CRUSH it? Let's get into it!!! 👏
📚 Overview
What is split testing?
What should you split test on your pop-ups?
🤔 What is Split Testing?
Split testing, also known as A/B testing, is a powerful marketing technique that involves comparing two (or more) variations of a website pop-up to determine which performs better. The primary objective is to identify the variation that leads to the highest conversion rates amongst your website visitors.
🤷 What Can/Should You Split Test on Your Pop-ups?
Choosing which elements to split test on your pop-ups can be challenging, especially when time and resources are limited. Amped makes this process super easy!! To help you get started, we’ve compiled a list of key elements that you should consider split testing.
1. Design Type
Objective: Determine which type of pop-up is more effective at capturing user attention and driving conversions.
The design you use can be the easiest first thing to test. It gives you (typically) a super clear picture into what your users are most engaged with + excited by. Amped's templates are specifically designed to give you a range of choices here with design and you can use these in your account to test!
Available design types:
Fullscreen Campaigns
Traditional Card Style
We've found lots of evidence that fullscreen is best 💪 but test for yourself + see!
Micro Commitment (Yes/No)
Mini Quiz (Q&A style)
Gamification
2. Incentives/Urgency
Objective: Assess what type of offer gets your users most engaged/excited to purchase + if the urgency created by a countdown timer increases conversion rates.
Examples of possible tests to run:
Free shipping vs. a percentage discount on the first purchase
Percentage discount vs. fixed $dollar off
Free resource (ex: eBook download) vs. a free trial period or discount
Giveaway contest vs. traditional discount or free resource
One-time purchase discount vs. Subscription purchase discount
Adding a countdown timer for how long offer is available vs. one offering the same offer without a countdown.
3. Copy
Objective: Identify headlines that are most effective at attracting user interest and driving action.
The headline is usually the first thing visitors notice on your popup, so it’s crucial to write attention-grabbing headlines. The goal is to make visitors interested enough to opt-in to your pop-up campaign and see the incentive first!!
Types of copy tests you could run:
A headline that poses a question against one that makes a bold statement.
"You've got..." vs. "Do you want...?" is a great test here. We know that "You've got" copy works GREAT because it makes the user feel as if they've already earned something. Test it!
Compare a headline that includes an emotional trigger vs. a straightforward factual headline.
Ex: "Just for you... 10% off!" vs. "Get 10% off" where 'just for you' feels super personal and special to the user
Compare a headline with a sense of urgency against one that doesn't.
"Claim it before it's gone!" vs. no urgency added
Removing words like "sign up" or "join our newsletter" -- Testing this against simply "enter your email" and "finish signing up for texts".
"sign up" and "join our newsletter" are just 2 examples of phrases that are big turn offs to visitors. There are so many creative ways to confirm for users that they're choosing to get added to your list, without using those key phrases that have negative associations. Try testing the removal of those phrases if you're currently using them (either on step 1 or any following steps) to see the impact of the opt-in rates.
4. Calls to Action (CTAs) Buttons
Objective: Optimize the language and structure of your CTAs to maximize their impact.
Test a CTA that includes a benefit-driven message versus a simple “Sign Up” or “Submit.”
Compare a CTA with an action verb like “Get Started” against one with a more passive phrase like “Learn More.”
Evaluate the effectiveness of a CTA with a sense of urgency, such as “Join Now” versus a standard “Sign Up.”
Test a CTA that offers a free resource against one that simply invites users to subscribe.
Compare a CTA with a personalized message against a general call to action.
5. Opt-In Styles
Objective: Determine which opt-in style best engages users and encourages them to subscribe.
Test a micro commitment style with yes/no questions to engage users and lead them to opt-in.
Compare a mini quiz that personalizes the user experience against a straightforward opt-in form.
Evaluate the effectiveness of a "select all that apply" option to understand user preferences and increase engagement.
Test a mystery offer pop-up where users must opt-in to reveal their discount or reward.
Compare a spin-the-wheel gamified pop-up to a traditional opt-in form to see which generates more sign-ups.
6. Color Theme
Objective: Discover whether consistency or contrast in color themes leads to higher user engagement and conversions.
Test a pop-up that matches the website’s primary color scheme against one with a high-contrast color.
Compare the effectiveness of a monochromatic color scheme versus a multi-color design.
Evaluate the impact of a pop-up using brand colors against one using seasonal or thematic colors.
Test the visual appeal of a pop-up with a dark theme against one with a light theme.
Compare a color scheme that aligns with user demographics or preferences against a standard corporate color palette.
Conclusion
By split testing campaigns, you can effectively optimize your website pop-ups for maximum performance. Amped makes it easy to set up and call a split test winner without the need for additional tool integrations. Testing different pop-up types, incentives, headlines, CTAs, button designs, and color themes will provide valuable insights into what resonates best with your audience!
Happy split testing, Amped Crew! 🚀