Marketers love to A/B test campaign creative, yet for the most part the tests are restricted to a single display type. We looked at 100 million datapoints across the three most popular form display types to examine which performs best. First let's understand each display type:
- Popup: Likely does not need explanation. Popups, also known as lightboxes, typically display in the center of the website, or sometimes as "fly outs" in the corner.
- Bar: A full width bar that typically sits either on top of your site, or at the bottom.
- Banner: A more subtle interaction that sits at the top or bottom of a site, but starts in a "hidden" state until triggered, then rolls in to sight.
The banner style outperforms both the popup and email bar. It's easy for site visitors to get frustrated by a popup, and immediately close it down. We've also noticed that email bars are perhaps a bit too subtle, and it's easy for visitors to glance over them entirely, similarly to a traditional embedded form.
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