# Timed email pop-in vs footer button: +204% email sign-ups

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Popup, Email capture
- Test run by: [CleanChoice Energy](https://liftarchive.com/practitioners/cleanchoice-energy/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/cleanchoice-energy-drives-lead-gen-with-pop-in/
- Page: https://liftarchive.com/test/cleanchoice-energy-timed-email-popin/

Showing an email capture pop-in within 15 seconds of landing lifted newsletter sign-ups by 204% on average, compared with a sign-up button at the bottom of the page. CleanChoice Energy ran this test on three pages that received paid traffic, and it was published as a VWO case study (now Wingify, after VWO and AB Tasty merged). The team then kept the pop-in on the site for good.

## Result

**+204% email sign-ups**

- Email submissions: +204% on average across the three test pages. The pop-in roughly tripled sign-ups.
- Per-page results, visitor counts and confidence levels were not shared.
- The team made the pop-in permanent and started testing pop-ins with different messages on other pages.

## Control

The newsletter sign-up was offered only as a button at the bottom of each page. Visitors had to scroll all the way down to find it.

## Variant

An email capture pop-in appeared within 15 seconds of a visitor landing on one of three test pages. The footer button was the only way to sign up before.

## Why it likely won (our reading)

- The visitors came from paid campaigns and were curious but not ready to buy. A newsletter is a small ask that suits that stage.
- A footer button only reaches people who scroll to the end. A timed pop-in reaches everyone who stays 15 seconds.
- Showing it after a short delay, not on page load, gives visitors time to see what the site offers before being asked for an email.

## Caveats

Only the average lift across three pages was shared, with no sample size, duration or significance. The test counted email submissions, not whether those subscribers later became customers.

## How to run this test

- Hypothesis: If we show an email capture pop-in a few seconds after visitors land, instead of relying on a footer sign-up button, then email sign-ups will rise because more visitors see the offer before they leave.
- Primary metric: Email sign-ups per visitor
- Guardrail: Bounce rate
- Guardrail: Primary lead or sign-up conversions
- Guardrail: Unsubscribe rate of pop-in subscribers
- Who should test it: Lead-gen businesses with long buying cycles and lots of top-of-funnel paid traffic, where a newsletter keeps people warm. It may not help if most visitors arrive ready to request a quote, since the pop-in can get in the way of the main action.

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Credit: CleanChoice Energy ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleanchoice-energy-timed-email-popin/).
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.