Give the footer its own email capture, independent of the homepage popup
The footer carries its own always-available email signup field, independent of any homepage popup, for shoppers who decide to subscribe later in their visit.
What it is
Every page's footer carries its own email capture field, "Get new products and promotions in your inbox", with an inline Subscribe button, independent of and in addition to any homepage popup.
Why it works
A homepage popup only gets one attempt per visit, usually on the first page a shopper lands on, before they have decided whether they are interested enough to hand over an email address; dismiss it once and, on most sites, it is gone for the rest of the session. A footer field has no timing problem and no dismiss button to accidentally trigger: it is simply there, on every page, whenever the shopper decides on their own, days or minutes later, that they do want to stay in touch, without needing to trigger a popup a second time or hunt for a sign-up page.
How to test it
- Hypothesis
- Adding an always-available email capture field to the footer will lift newsletter signup rate, because shoppers who weren't ready to subscribe when the homepage popup appeared still have a way to sign up once they've decided to on their own.
- Primary metric
- Newsletter signup rate (sessions that scroll to the footer)
- Guardrail metric
- Homepage popup signup rate, which could fall if the footer field captures signups that would otherwise have come from the popup, masking whether total signups actually grew
Related ideas
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