In this week’s test, the folks at WhichTestWon.com published the results of their own in-house split-test. I guessed that a 30-second delay would convert better than a 15-second delay on an overlay (pop-up) opt in email form. Spoiler Alert: Wrong! On that page, in that niche, 15 seconds converted 11% better than 30 seconds with 90% confidence. Let’s all run and change our pop-up opt in forms to 30 seconds, right?! Wrong again. Just because it converted well for them doesn’t mean it will for me. My niche might need 30 seconds, 45 seconds, or no pop-up at all to get the most opt-ins. I won’t know until I test. Conversion testing is just plain fun. One of the most fun parts is thinking about the psychology of human behavior. Why do people do what they do? Why did WhichTestWon.com’s crowd convert better at 15 seconds than at 30 or 45? We don’t really know, but one guess is that because the content on the opt in page is short & concise, people don’t stay very long. They need to catch people quickly. Also, their customers are business folks who are probably going to the page during their work day and need to get in and out quickly. We can think about it all day, but again, only our niche will tell us with their opt-ins… and their wallets… what they really like. Have you tested your opt in forms? What does your niche prefer? Read full post here.
