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Delayed Pop-Up to Boost Visit2Reg Conversion
Today we’ll talk about a new experiment aimed at increasing the conversion rate from visit to registration.
This test involved a delayed pop-up that appeared when three conditions were met:
- The visitor stayed on the homepage for more than 30 seconds;
- Scrolled down twice;
- Didn’t interact with any buttons on the site.
Thus, for users who explored the homepage but didn’t rush to register, a pop-up appeared with a call to action: “Register and get a welcome bonus” and a “Registration” button.
Hypothesis:
The delayed pop-up could increase the Visit2Reg conversion by 0.5−1%. This assumption was based on research showing that:
- 15−20% of new players view the homepage during their first visit;
- They make the decision to register after 30−35 seconds on average;
- About one-third of them never register and leave the site.
The pop-up was designed as a tool to “nudge” exactly this audience.
✍️ Experiment
Traffic was split 50/50:
- Test group — new players who saw the delayed pop-up.
- Control group — new players who didn’t see the pop-up.
The test ran for one month on a project operating in NL without a license.
📊 Results
Week 1:
- Test group: 25.1%
- Control group: 24.8%
Week 2:
- Test group: 24.3%
- Control group: 24.7%
Week 3:
- Test group: 25.4%
- Control group: 25.3%
Week 4:
- Test group: 24.3%
- Control group: 24.1%
At first glance, the difference seems minimal.
However, deeper analysis revealed some interesting insights:
- The share of players who didn’t register within the first 30 seconds was about ~22% (21% in the test group and 21.9% in the control group);
- Among these “slow” users, the conversion rate in the test group was significantly higher: 12% vs. 4% in the control group;
- 9% of all registrations came directly from the pop-up button.
🫡 Conclusion
In absolute terms, the pop-up didn’t bring a significant overall uplift. However, within the hesitant user segment, its impact was noticeable — the conversion rate in this group increased substantially.