Does a larger, clearer homepage popup lift brochure signups?

Our homepage popup offered a free brochure, but its text was small for an audience of travelers 55 and older. We tested a larger popup with bigger fonts, and a version with clearer copy. Over 13 days, leads fell 4.0%, short of our confidence bar.

Not significant Responsive 13 days Not called

SURFACE

Homepage

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By making the homepage popup larger, easier to read and more reassuring, we will make the brochure offer clearer for travelers 55 and older, resulting in more leads.

Most visitors are 55 or older and weighing a long stay abroad. This audience values clarity, readability and reassurance when making a big decision. The popup's small size and type made the brochure offer harder to read, which could cost us leads and raise the cost per lead.

What we changed

A larger popup with bigger fonts, with or without new copy

Var A increased the size of the brochure popup and its fonts. Var B made the same changes and rewrote the copy to be clearer and more reassuring.

Var A: Increase Size/Fonts wireframe — VAR A: INCREASE SIZE/FONTS

Larger popup
Bigger fonts

Var B: Size/Fonts + Copy wireframe — VAR B: SIZE/FONTS + COPY

Larger popup
Bigger fonts
Clearer, more reassuring copy

The result

Leads fell 4.0% with the larger popup, short of our bar

CONVERSION RATE

-4.0%

VAR B LEAD RATE

-3.9%

Over 13 days, the larger popup (Var A) brought in 4.0% fewer leads, and the version with new copy (Var B) brought in 3.9% fewer. Neither gap reached our confidence bar. With no sign of improvement in either version, we paused the test after 13 days.

What we would do next

Keep the original popup and test other parts of the offer

Size and readability were not what held the popup back. We would keep the original design and test other parts of the offer, such as when the popup appears or what the brochure promises.