By introducing animated SVG gradient backgrounds to popups, we believed the visual motion could grab attention faster, elevate perceived design quality, and ultimately increase opt-in rates for both email and SMS.

An A/B test was conducted across several brands to evaluate the impact of animated popup backgrounds. Two versions were compared:

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Site visitors were randomly assigned to:

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• A control popup with a standard static background, or
• A visually enhanced version with a subtly animated gradient background.

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We tracked:

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

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

While one brand showed a slight lift, the majority of results favored the control:

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Despite the visual upgrade, most tests resulted in lower conversion rates for both email and SMS.

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Animated backgrounds didn’t deliver the lift we hoped for. While they may add aesthetic flair, they also risk introducing distraction or increasing cognitive load. In this case, motion didn’t translate into momentum. The takeaway: beauty matters, but clarity and focus win conversions. If animation is used, it needs to enhance the message, not compete with it. Sometimes, less movement means more action.