'Email My Quote' pop-up for idle mobile visitors: +340% emails
Commentary byLiftArchiveOur analysis, not theirsAn 'Email My Quote' pop-up for idle mobile visitors raised email addresses collected by 340.54%, with no change in applications.
A North American health and life insurance company ran this test on its dental insurance page using AB Tasty's EmotionsAI.
It was published as an AB Tasty case study that now sits on Wingify's site.
- Email addresses collected: +340.54%.
- Applications: no change. The pop-up added leads without pulling people away from applying.
- No sample size, test length or confidence level was published.
The change
Idle mobile visitors get a pop-up offering to email their quote.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile dental insurance page had no email capture prompt.
Variant
Mobile visitors who had not scrolled after 20 seconds saw a pop-up offering to email them their quote.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors who sit still for 20 seconds are often unsure or busy. Offering to send the quote gives them a low-effort way to come back later.
- Insurance is a considered purchase, and many mobile visitors may not be ready to apply on the spot. Emailing the quote fits that.
- Targeting only idle visitors kept the pop-up away from people already moving through the page, which may explain why applications held steady.
Caveats: The pop-up targeted a behavioral segment (idle mobile visitors), so the lift applies to that group, not all traffic. No sample size, duration or significance was shared, and the case study is vendor-published.
Who ran it
AB Tasty ran this test for a North American health and life insurance company and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on AB Tasty →
How to run this test on your site
- Hypothesis
- If we offer to email the quote to mobile visitors who have stalled on the page, then we will collect more contact details because it gives undecided visitors an easy way to save their progress.
- Primary metric
- Email addresses collected
- Guardrails
- Applications started and submitted
- Bounce rate on mobile
- Email-to-application conversion over the following weeks
- Who should test it
- Lead-gen businesses with quote-based products and long decision cycles, such as insurance, loans or home services, with lots of mobile traffic. It is less useful if visitors usually decide in one visit or you have no follow-up email flow.
Questions
Do email capture pop-ups hurt conversions?
Not always. In this test, emails collected rose sharply while applications did not change.
Trigger rules matter: showing the pop-up only to idle visitors avoids interrupting people who are already acting.
When should a pop-up appear on mobile?
Behavior-based triggers, like no scrolling for 20 seconds, help target people who are stuck.
That is usually less disruptive than showing a pop-up to everyone on arrival.
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