By testing two friction-based teaser experiences (one with a delayed close button, the other with no close button at all) we believed we could determine which tactic more effectively nudges users to opt in, increasing both email and SMS conversion rates.

An A/B test was conducted across multiple brands to evaluate which teaser step variant performed better: one with a delayed close button or one where the close button was hidden entirely. Two versions were tested:

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Visitors were randomly assigned to either:

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• A popup with a delay before the close button appeared, or
• A popup with no close button visible on the teaser step at all.

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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

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

Most brands saw incremental lifts in the variant:

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The majority of brands saw small but positive lifts with the hidden close button, though one brand experienced performance declines in both channels.

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The hidden close button variant outperformed the delayed version in most cases, delivering incremental gains in both email and SMS opt-ins. While the lift wasn’t dramatic, it signals that increasing friction, by removing easy exit options, can nudge more users to engage with the offer. Still, it’s not a guaranteed win across the board. This tactic works best when paired with strong messaging and a clean design. Subtle friction, when applied thoughtfully, continues to be a lever worth pulling in high-volume acquisition funnels.