By moving the legal disclaimer text above the CTA button, we believed it would make the button more accessible, especially on mobile, and reduce friction at the moment of conversion. Potentially leading to higher opt-in rates for both email and SMS.

An A/B test was conducted to evaluate the impact of legal text placement on opt-in behavior. Two versions were compared:
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Visitors were randomly assigned to one of two versions of the popup:

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• One group saw the standard layout with the CTA at the bottom and legal text beneath it.
• The other group saw the legal text moved above the CTA, aiming to reduce visual clutter around the button.

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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

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

The control version outperformed the variant in most cases:
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Across both brands, the variant showed no lift, and in several cases, declined.

Moving the legal text above the CTA button did not improve performance. In fact, the control layout, where the CTA remains directly above the fold and unobstructed, continued to deliver stronger results. The takeaway: when it comes to CTAs, maintaining a clear path to action is key. Legal copy is essential, but where and how it’s positioned can make or break user momentum. In this case, keeping it below was the better move.