By testing light background colors, we believed we could enhance popup visibility and visual harmony, leading to higher opt-in rates for both email and SMS marketing lists.

An A/B test was conducted across several brands to evaluate the impact of light background colors on popup performance. Two versions were tested:

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Visitors were randomly assigned to either:

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• The control popup with the standard, or brand's, background color, or
• A variant that experimented with more visually distinct background styles.

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We monitored:

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• Email Conversion Rate – % of visitors who submitted their email
• SMS Conversion Rate – % of visitors who submitted their phone number

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Conversion rates were calculated by dividing opt-ins by total popup impressions.

Despite a few minor wins, the control outperformed the background color variant in nearly every instance, again:

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In total, the variant produced mixed results, but the control remained the more consistent top performer.

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Testing different background colors produced underwhelming results, with the control winning in most cases. While one brand saw minor gains with color changes, these were not strong or consistent enough to justify the shift.This test reinforces a key principle in popup design: clarity and familiarity often outperform flashy updates. Visual experimentation is worth exploring, but not at the expense of performance. Stick with what converts.