Was the group approached already more inclined to buy?

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The test
padiaact test intreza.nl conversion improvementDuring the Valentine's Day promotion, I showed a simple pop-up on Valentine's Day in which the discount promotion was communicated. In addition, people could fill in their email address.

The results
A brief summary of the results.

The conversion rate of the group that interacted with the pop-up is 3%.
The conversion rate of the group that signed up via the pop-up is 10%.
Unfortunately I can't share the average conversion and the conversion of the group that didn't interact with the pop-up, but these are lower than the site conversion percentages shown above.

The answer to the question whether the pop-up leads to irritation and causes the conversion to decrease is clear. The conversion is higher, even the group that interacted with the pop-up and did not sign up, has an above-average purchase conversion. This has increased the average conversion. In addition, people who were approached with the pop-up stayed on the site for up to 1.5 minutes longer and visited more pages.


The question is of course whether people were already more inclined to buy and therefore belonged to the interaction group and therefore the conversion was higher or whether the pop-up contributed to this.

The main traffic sources, besides direct traffic, were peru phone data organic traffic and some comparison sites. All sources that do not land directly on the homepage and could not be aware of the action. The conversion from those sources was even higher than the other traffic. So the pop-up certainly contributed to this.

Long term test
In the example above, it was a specific action, which makes the differences clearly visible. Another longer test without a specific action shows exactly the same results, with only the conversion ratio being slightly lower than during the action day.

The challenge is therefore to show the pop-up to the people for whom it is most relevant and to make the pop-up as attractive as possible.

What do you think?
These tests show the positive effect of pop-ups for your conversion, but how do you experience pop-ups? Do you think it is harmful to use them a lot in the long term.