# End-of-post opt-in as a post bonus: 0.4% vs 1.21%, inconclusive

- Outcome: Flat / inconclusive
- Page type: Lead form (Lead-gen)
- Elements: Email capture, Offer
- Test run by: [Devesh Khanal](https://liftarchive.com/practitioners/devesh-khanal/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://growthrock.co/sidebar-and-end-of-post-email-opt-in-forms-dont-waste-your-time/
- Page: https://liftarchive.com/test/gap-growthrock-end-of-post-optin-bonus-inconclusive/

Framing the end-of-post email form as a bonus tied to the article trended from 0.4% to about 1.21% opt-ins, but the test never reached significance. Devesh Khanal of GrowthRock ran it on a marketing blog with over 100,000 monthly unique visitors and published it on the GrowthRock blog. It was stopped early because the low traffic to the form meant it would never finish, so we treat it as inconclusive.

## Result

**0.4% vs 1.21%, inconclusive**

- Opt-in rate: 0.4% for the generic form, trending to about 1.21% for the bonus version.
- Not significant. The author joked that it would have taken centuries to complete, and stopped it.
- Visitor and conversion counts were not shared. Treat the trend as a hint, not a result.

## Control

A generic email opt-in form at the end of each blog post.

## Variant

An end-of-post form framed much like a content upgrade: a bonus specific to the post the reader had just finished.

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

- A bonus tied to the article matches what the reader just showed interest in, which a generic newsletter offer does not.
- Few readers reach the end of a post, so the form gets little traffic and tests there take a long time.
- The direction fits the author's wider finding that content upgrades convert much better than generic forms.

## Caveats

Stopped early on too little traffic and never reached significance, so the 1.21% figure is a trend only. The post dates from 2015.

## How to run this test

- Hypothesis: If we turn our end-of-post opt-in into a bonus specific to each post, such as a checklist, then more readers will subscribe because the offer matches what they just read.
- Primary metric: Email opt-ins per post view
- Guardrail: Opt-ins from other forms on the page
- Guardrail: Subscriber engagement with first emails
- Guardrail: Unsubscribe rate
- Who should test it: Content-led SaaS and lead-gen sites with posts that get steady traffic. If few readers reach the end of your posts, test the offer higher up the page instead.

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Credit: Devesh Khanal ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-growthrock-end-of-post-optin-bonus-inconclusive/).
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.