By animating the full popup container with a slide-in effect, we may capture visitor attention earlier and increase engagement with the form. This visual nudge could lead to more opt-ins by making the popup feel dynamic and modern, versus static and ignorable.

An A/B test was conducted across multiple brands to evaluate the impact of container slide-in animation on opt-in conversion rates. Two popup versions were tested:

‍

Randomized site visitors were shown either the control or the animated variant. Key metrics:

‍

• Email Conversion Rate – Percentage of visitors submitting an email.
• SMS Conversion Rate – Percentage submitting a phone number.

‍

Conversion was defined as opt-ins divided by total popup impressions.

Results were mixed across brands and channels, but the control achieved modest wins in a few cases.

‍

While the slide-in animation showed a small lift in SMS opt-ins for some brands, the overall effect was inconsistent. Some users may have found the animation engaging, while others may not have noticed or been affected by it.This experiment suggests that while animation can add flair, it’s not a silver bullet for conversion. Its value may lie in complementing stronger levers like persuasive copy, incentive framing, or button hierarchy.