I once believed that if I created a compelling enough offer, and I combined this offer with a compelling enough opt-in box, it would be merely enough to get people subscribing to my email newsletter.
Believe it or not for a while that actually worked quite well. But then I discovered the art of doing A/B testing.
You see I always thought that if it worked then great, if it didn’t work then I’d just start over and create another offer or design another email form. But seriously, how much work and time is involved in doing that?
Too darn much. Doing simple A/B split testing would save me a ton of time if I could get the results I wanted.
In this post I’m going to share with you the results I got from doing a very simple A/B test for my email pop-up lightbox opt-in form. Wow, what a mouthful that was huh… Anyway, as aways let’s get stuck in.
Let me start off by talking to you a little bit about my amazing offer, moreover, one of the incentive’s that I use to help me build my beautiful email list.
The incentive is a 36-page PDF guide titled “How To Get 100+ Blog Visits Per Day, Without Google Or SEO“. Since creating and launching this little guide about a year ago, it has been downloaded over 1,000 times.
Over the course of time the guide has increased in size with new content etc. Initially it was only about 20 pages long when I launched it.
OK so as the title suggests, it’s a traffic generation guide for bloggers. It’s packed with some great practical and actionable tips and ideas for increasing blog traffic, and doing so without having to tire yourself with SEO or relying solely on Google organic traffic.
Much of the tips and ideas in this little guide I’ve used myself, and I’ve gotten some great results too. You can learn more about this book here.
OK so one of the lead capture forms that I use for building my list, using this very incentive, is called: A 2-step lightbox pop-up opt-in form. Yes I know it’s a bit of a mouthful right?
So I created several versions of this custom lightbox using the awesome list building and opt-in form builder plugin for WordPress, Thrive Leads. I’m sure you’ve heard me bark on about this amazing plugin before so many times too right?
No better tool for the job in my opinion.
Anyway, I created both forms identically (Form A and Form B), with some slight variations between the two versions. Here’s a snap shot of the opt-in form A, in the first step and second step.
I’ve kept the forms in line with my site’s existing design, i.e. colour and layout, and relatively clutter free. Now here’s a snap shot of the pop-up form B, in the first and second steps.
Can you spot the variations?
In the first step of Form B all I did was add a more specific headline title.
Instead of just asking visitors “do you want to know how to drive more traffic…”, I used numbers to specify just how much more traffic. i.e. “100+ Blog Visits Per Day”.
I also made some slight variations in the Yes and No submit buttons too.
In the second step of Form B, I used a different call-to-action inside the button. Instead of just using “download the traffic guide now”, I placed a more direct command like “send me my blog traffic guide now”.
There are no differences in design or layout for both forms A and B.
Form Behaviour Variations
I should also mention that both forms trigger to launch after 40 seconds on page load. So that means a visitor stays on my site for more than 40 seconds before the form is triggered.
Both forms are set to trigger on exit too, and loads once every other day.
Form A uses a ‘slide in from the top’ animation, whilst Form B uses a ‘rotational’ animation.
So how much of an impact has these slight variations made on my opt-in conversions? How have these forms performed against each other? Let’s take a look.
Before I forget to mention this, I tested these forms against each other over the course of 9 days.
Test Results for Pop-up Lightbox A and B
If you look at the result graph below you’ll see that Form A, which is the green line, did not convert very much at all when compared to Form B, which is the blue line.
Form A in fact struggled from day one, resulting in a lousy 0.68% conversion rate. Form B on the other hand did a little better, resulting in a conversion rate of 1.49%. Not great by far, but still a decent result.
Form B had a 97.85% chance of beating the original form (Form A). So it would have probably made sense for me to just end the test and go on with Form B right? Since the conversion rate is slightly higher than Form A.
The thing is I wanted to do some more experimenting, so I created a third form (Form C) and tested it against Form B. Here’s a snap shot of Form C.
As you’ll immediately notice, I changed the headline title slightly to make it shorter and more click-worthy, and I also changed the colour of the “Yes” and “Submit” button to green.
The animation I selected for form C was ‘slide from the top’, same as form A from the first test.
OK so here are the results of the test for form B against form C for the duration of the 7 days.
This time not a great deal of difference between the two forms as far as conversions go. Form C only had a 29.21% chance of beating form B, but 0.84% conversions isn’t far off 1.08% right?
I made the decision to end the test and award form B as the overall winner, but I would have probably gotten a more insightful result had I allowed the test to run for a longer duration. Still I can always head back to the design board and create some new forms to put up against form B later on.
So there you have it. Again this is just to show you how I did a simple A/B test on just my email pop-up form. I am testing other forms as well as I’m writing this, such as the sidebar form and ribbon form above the header of my blog, and I’m getting some interesting results.
Do let me know your thoughts on my results if you have anything to share, maybe some tips or suggestions, I’d love to hear them.
Once again, the tool that I’m using to do these simple tests with is called Thrive Leads by Thrive Themes, this is an opt-in form builder plugin with a host of built-in conversion optimisation tools and features. Check out my review of Thrive Leads email opt-in form builder here.
Over to you
Are you currently building your email list with various opt-in boxes placed on your blog or WordPress website? If so are you doing split testing too? I’d love to hear about your results.
Which forms are working best for you right now? Are you using an incentive offer? Feel free to share then in the comment section below as always.
Happy blogging – Fabrizio Van Marciano.
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