By replacing the standard evergreen popup with a “Quiz Style” version that featured multiple buttons on the teaser step, we believed the more engaging format would draw visitors in, reduce decision fatigue, and ultimately increase both email and SMS opt-in rates.

An A/B test was conducted across multiple brands to evaluate the impact of the Quiz Style popup against the standard evergreen popup. Two versions were compared:

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Visitors were randomly assigned to one of the two popup experiences:

• One group saw the standard evergreen popup
• The other group saw the Quiz Style popup designed to boost engagement and interaction

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Key metrics tracked:

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

Conversions were calculated by dividing opt-ins by popup impressions.

Across four brands, the Quiz Style popup consistently outperformed the evergreen control on both mobile and desktop.

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Across brands, devices, and traffic volumes, the Quiz Style popup repeatedly outperformed the evergreen control, particularly for email capture and — in most cases — SMS opt-ins as well.

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Key takeaways:

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• Engagement beats simplicity: Multi-button teaser steps consistently increased opt-ins by giving users a low-friction way to self-select.
• Largest wins on mobile: Brands saw 25–70% lifts, reinforcing that interactive formats perform especially well on mobile.
• SMS benefits vary by brand: While most brands saw SMS lifts, one brand’s mobile results show that audience and offer context still matter.
• Consistency across brands: Despite different verticals and traffic sizes, the pattern holds — Quiz Style popups outperform evergreen layouts more often than not.

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Bottom line:

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When the goal is maximizing list growth without increasing friction, Quiz Style popups offer a meaningful upgrade over traditional evergreen designs — especially on mobile, where attention is scarce and interaction matters most

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