By adding a pulsing animation to the minimized popup button, we believed this subtle motion could help draw attention and turn more passive scroll-bys into active opt-ins. Thus boosting both email and SMS signups.

An A/B test was conducted across several brands to measure the impact of a pulsing animation on the minimized popup button. Two versions were tested:

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Visitors were randomly exposed to either:

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• The standard popup with a non-animated minimized button, or
• A version with a pulsing animation designed to subtly catch the eye.

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The main metrics 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 as total opt-ins divided by popup impressions.

The control beat the variant in the majority of cases:

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While one brand saw a positive lift, most results skewed negative.

The pulsing animation on the minimized button didn’t deliver the desired impact. While the idea was to create a soft visual nudge, the execution may have added unnecessary visual noise or disrupted the subtlety users expect from minimized elements.Ultimately, the control which is calm and static, proved more effective. For low-footprint elements like minimized buttons, less motion may still equal more action. When in doubt, let the message do the talking, not the pulse.