Loyalty sign-up popup instead of a separate page: +209% sign-ups
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsFaherty replaced its separate loyalty sign-up page with a popup shown on the page shoppers were already on, and loyalty sign-ups went up 209%.
Visually ran the test for the apparel brand and published it as a Visually case study.
The popup was built on Faherty's Yotpo loyalty program.
- Loyalty sign-ups: +209%, about three times as many as with the dedicated page.
- Effects on conversion rate, revenue or popup dismissals were not shared.
- Sample size, test length and statistical confidence were not shared.
The change
Loyalty sign-up moves from a separate page into a popup on the current page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers who wanted to join the loyalty program had to go to a dedicated loyalty sign-up page.
Variant
A popup with the program details, benefits and sign-up fields appeared on the current page after a 30-second delay. The delay kept it from clashing with the email and SMS popup.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A popup brings the offer to shoppers. A dedicated page only works for people who go looking for it.
- Signing up without leaving the page means shoppers don't have to break off from what they were buying.
- Waiting 30 seconds means the popup reaches shoppers who are already engaged, and it doesn't stack on top of the email popup.
Caveats: This comes from a testing vendor's own case study. Sample size and statistical significance were not shared. Test length was also not shared.
Who ran it
Visually ran this test for Faherty and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show our loyalty sign-up in a delayed popup instead of only on a separate page, then more shoppers will join because they can sign up without leaving their shopping journey.
- Primary metric
- Loyalty program sign-ups
- Guardrails
- Conversion rate
- Email and SMS popup sign-up rate
- Bounce rate
- Who should test it
- Stores with an established loyalty program that most shoppers never find. It probably won't help if your site already shows several popups, or if your loyalty program offers little to first-time buyers.
Questions
Should a loyalty program sign-up be a popup or a page?
In Faherty's test the popup won by a wide margin, with 209% more sign-ups than the dedicated page.
Keeping a page for people who search for it is still sensible.
How do I stop a loyalty popup from clashing with my email popup?
Faherty delayed the loyalty popup by 30 seconds so it didn't fire alongside the email and SMS popup.
You can also limit it to shoppers who have already seen or closed the email popup.
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