Pattern #57: Maybe Later
Pattern Author: Oli Gardner - Co-founder @ Unbounce - Inspired by Unbounce.com
Add: Popup Modal With 3 Options Attention Grabs
The popup appears when you enter the site. You can choose “No” to get rid of it, “Yes” to take advantage of it, or “Maybe Later” to register your interest but get it out of your way.
Add: Cookie Based Persistent Footer Recognition
When you click “Maybe Later” a cookie is set to log your interest. Now while you are browsing the rest of the site, a Sticky Bar – targeted at the cookie that was set – appears at the bottom (or top) of the page, with a more subtle reminder of the offer, so that you know it there and ready if you decide to take advantage of it.
Add: Option To Hide For Good
If you decide against the offer, you can click “No thanks” on the Sticky Bar, the cookie is deleted, and the offer is hidden for good.
Ex: Any Action / Visit
Ex: Signups, Leads
Ex: Transactions, Upsells
Ex: AOV, LTV
Ex: Return Visits
Ex: Social Shares
In this experiment, we tested a standard modal (with 2 choices) against a "Maybe Later" one (with 3 choices). One of the choices in the variant allowed users to postpone their decision with a "maybe" which would enable a floating bar at the bottom of the screen. Clicking on any of the "Yes" options would send people to the bottom of the screen with an email signup form. Increasing signup was our primary measure. Both modals also appeared instantly after a page load.
For each pattern, we measure three key data points derived from related tests:
REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.
SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process
DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.