# Promo pop-up delayed by 60 seconds: +7.9% conversion, inconclusive

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Popups & email capture
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/promo-pop-up-delayed-by-60-seconds/
- Page: https://liftarchive.com/test/cleancommit-promo-pop-up-delayed-by-60-seconds/

Delaying a promo pop-up until shoppers had spent 60 seconds on the page lifted conversion rate by 7.9%, but the result was not significant, so we count it as inconclusive. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Mobile improved while desktop got worse.

## Result

**+7.9% conversion, inconclusive**

- Conversion rate: +7.9%, with only a 66.6% probability of beating the original. Not significant.
- Add-to-cart rate: +14.3%, and orders rose 10.2%.
- Revenue per visitor: +4.8%, held back by a 4.8% fall in average order value.
- By device: mobile conversion rose 15.0%, desktop conversion fell 10.1%.

## Control

A promotional pop-up that appeared as soon as a visitor arrived on the page.

## Variant

The same pop-up, shown only after a visitor had spent 60 seconds on the page.

## Why it likely came out this way (our reading)

- Without an instant interruption, shoppers can start browsing and build interest before seeing the offer.
- On mobile, a pop-up on arrival covers most of the screen, so a delay may matter more there.
- On desktop, fewer visitors may stay 60 seconds, so some may have left without seeing the offer.

## Caveats

Based on 23,328 visitors, the test had 24% statistical power and did not reach significance. Treat it as an early signal, and note the opposite results on mobile and desktop.

## How to run this test

- Hypothesis: If we delay the promo pop-up until a visitor has spent 60 seconds on the page, then conversion rate will rise because shoppers build interest before the offer interrupts them.
- Primary metric: Conversion rate
- Guardrail: Email sign-up rate from the pop-up
- Guardrail: Desktop conversion rate
- Guardrail: Average order value
- Who should test it: Stores that show a discount pop-up on arrival, especially with lots of mobile traffic. Consider separate timing for mobile and desktop, and plan enough traffic to reach significance.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-promo-pop-up-delayed-by-60-seconds/).
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.