Removing the close (X) button from the teaser step entirely, and replacing it with only a "No" button, might increase opt-in conversions by reducing the instinctive reflex to dismiss. Based on previous wins with delayed close buttons, we believe this added friction could channel more users toward opting in, rather than opting out.

An A/B test was conducted across multiple brands to assess the effect of removing the close button on popup teasers. Two experiences were compared:

‍

Visitors were randomly assigned to either the control or the variant group. We tracked:

‍

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

‍

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

The variant outperformed the control in most cases, especially on email opt-ins.

‍

Removing the teaser's close button nudged more users to engage with the popup rather than dismissing it outright. Certain brands saw double-digit conversion lifts across both email and SMS.This experiment supports the broader idea that adding just the right amount of friction, when thoughtfully designed, can increase conversions. It’s a subtle but strategic move in guiding user behavior at scale.

‍