Pattern #57: Maybe Later

Pattern Author: Oli Gardner - Co-founder @ Unbounce - Inspired by

Based on 1 Tests And A -0.5 Repeatability Version B Is Maybe Worse With A -14.39% Effect

Almost Certain Loser
Almost Certain Winner
Maybe Later
  1. 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.

  2. 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.

  3. 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.

Median Effects



Ex: First Action



Ex: Leads, Quotes



Ex: Trials

(1 tests)



Ex: Future Action

(1 tests)



Ex: Transactions






Ex: Return Visits



Ex: Social Shares


Test #251 Tested on by Jakub Linowski Jakub Jul 25, 2019

It Likely Didn't Work Here

-0.5 Repeatability Content Desktop, Mobile
  • Measured by total clicks on any "yes" options   |   p-val 0.0000001

  • Measured by successful email signups   |   p-val 0.0593933

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.