The goal

Increase email subscription without a negative effect on user experience

Testing wanted to know what is the best way to interact with visitors in order to convince them to subscribe to the newsletter. They have defined the following A/B testing scenario:

  • Control variant: a non-modal window which doesn’t stop the visitor from other actions on the page;
  • Testing variant: a modal window where visitors have only 2 options: subscribe or close.

The results

Total tests: 6000

Winner: Modal window with 59% more subscribers (95% statistically relevant)

Most importantly: Impact on visitor behavior: less than 2% for pages/visit and average time on site metrics.