# Messenger vs email in a cart abandonment popup: +20% sign-ups

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Popups & email capture
- Date shared: 2020-02
- Test run by: [OptiMonk](https://liftarchive.com/practitioners/optimonk/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.optimonk.com/blendjet-case-study
- Page: https://liftarchive.com/test/blendjet-cart-abandonment-messenger-vs-email/

Asking cart abandoners to subscribe through Facebook Messenger instead of email made BlendJet's checkout popup convert about 20% better. OptiMonk ran this channel A/B test for the portable blender brand and published it as a case study. The source does not say whether the extra sign-ups led to more sales.

## Result

**+20% sign-ups**

- Popup conversion rate: about 20% higher with Messenger than email on the checkout page.
- Sales and revenue from each channel were not shared, so the downstream effect is unknown.
- BlendJet also tested SMS, but the source gives no SMS results.

## Control

An exit-intent popup on the cart and checkout pages offered a 10% discount to visitors about to leave, in exchange for an email address.

## Variant

The same popup asked visitors to subscribe through Facebook Messenger instead of email.

## Why it likely won (our reading)

- Subscribing through Messenger can take one tap for people logged into Facebook, while email means typing an address.
- On mobile, a one-tap option is easier than filling in a form.
- Shoppers may also see a chat message as less of a commitment than joining an email list.

## Caveats

Sample size, duration and confidence were not shared, and the data is from 2019. Messenger marketing rules and tools have changed a lot since then.

## How to run this test

- Hypothesis: If we offer a one-tap messaging channel instead of an email field in our cart abandonment popup, then more abandoners will subscribe because it takes less effort.
- Primary metric: Recovered orders per abandoner
- Guardrail: Popup sign-up rate
- Guardrail: Unsubscribe or block rate
- Guardrail: Discount cost per recovered order
- Who should test it: Stores with heavy mobile and social traffic and a working messaging flow to follow up. If your recovery revenue comes mostly from email flows, more sign-ups on another channel may not mean more sales.

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Credit: OptiMonk ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/blendjet-cart-abandonment-messenger-vs-email/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.