By optimizing popup layouts for different screen resolutions and tailoring the design responsively to various viewport sizes, we could reduce layout issues, improve readability, and increase overall opt-in rates for both email and SMS marketing lists.

An A/B test was conducted across several brands to evaluate the impact of a resolution-responsive popup layout versus the standard version.

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• Control: Standard popup design with fixed dimensions.
• Variant: Fully responsive popup, optimized for different screen resolutions and viewport breakpoints.

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Visitors were randomly split between the control and variant experiences. Key conversion metrics:

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

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Opt-in rates were calculated as the number of opt-ins divided by total popup impressions.

Results were mixed across brands and channels. While the variant saw modest improvements in a few key areas, especially SMS opt-ins, other segments saw slight declines or no change at all. Notably, high-performing brands saw small drops in conversion — possibly indicating that their original design was already well-optimized for their audience.

The experiment suggests that resolution-based responsiveness can offer incremental improvements in conversion, but its benefits may depend on the starting point and device distribution of each brand. In situations where the existing popup is not already mobile-friendly, investing in responsive design is a smart bet. But for high-performing popups, returns may be smaller. The takeaway: optimization should be informed by the unique device and behavioral profile of each store’s audience.