Pattern #57: Maybe Later
Pattern Author:
Oli Gardner
- Co-founder @ Unbounce - Inspired by Unbounce.com
Based on 1 Tests And A -0.5 Repeatability Version B Is Maybe Worse With A -14.39% Effect
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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.
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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.
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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
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Progression
Ex: First Action
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Leads
Ex: Leads, Quotes
-14.39%
Signups
Ex: Trials
(1 tests)
-27.84%
Engagement
Ex: Future Action
(1 tests)
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Sales
Ex: Transactions
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Revenue
Ex: AOV, LTV
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Retention
Ex: Return Visits
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Referrals
Ex: Social Shares
Tests
It Likely Didn't Work Here
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Measured by total clicks on any "yes" options | p-val 0.00001955
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Measured by successful email signups | p-val 0.148842
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.