# A/B test: delay the newsletter pop-up on mobile

> If we delay the newsletter pop-up on mobile until the second page viewed, then add to cart will rise, because a full-screen pop-up in the first second covers exactly what the visitor came to see.

- Source: https://bixlow.com/en/ideas/delay-newsletter-popup
- Language: en
- Updated: 2026-11-02
- Publisher: Bixlow

## Why it can work

You tap an ad and land on a product page. Before you see the photo, a full-screen “10% off when you sign up!” jumps out. You hunt for the tiny close button, and by the time it is gone, some of the urge to buy has gone with it.

Someone who views a second page has already shown interest. The pop-up bothers them less, and they are more likely to actually want to hear from you. The bet is winning purchases without losing too many subscribers.


## How to set it up

In Bixlow you describe the change to the agent, it builds it on your site and launches it as an A/B test once you approve it. A/B tests are on the paid plans, starting with Standard.

1. In the variant, the pop-up does not appear on the first page of the visit. It shows from the second page on.
2. Keep everything else the same: design, copy, offer and how often it shows. Only the timing changes.
3. Run it on mobile only, where the pop-up fills the screen.
4. Make sure the close button is easy to hit with a thumb, in both versions.


## What to measure

|  | Metric |
| --- | --- |
| Primary metric | Add to cart per visitor on mobile |
| Secondary metric | Newsletter signups per visitor |
| Where it is measured | Clicks on “Add to cart” and pop-up form submissions |

_Signups will usually dip a little. The question is whether what you gain in carts outweighs what you lose in emails._


> **When I would not test it.** If the newsletter is your main sales channel and you rely on welcome discounts, every subscriber is worth a lot and the maths changes. And if your pop-up already shows late or only on exit intent, you are already doing this.


## Other versions worth trying

Instead of a full-screen pop-up, a small tab at the bottom that opens when tapped. Or the pop-up after some reading time rather than a page count.


## FAQ

### Will I lose subscribers?

Probably some, because many people never view a second page. That is why signups are the secondary metric, and you decide with both numbers in front of you.

### Why mobile only?

On desktop a pop-up covers part of the screen and closes easily with a mouse. On mobile it covers everything, and that is where it gets in the way most.

### Does an on-entry pop-up affect Google?

Google has said that intrusive interstitials covering content on mobile make for a worse search experience. That is one more reason not to show it in the first second, test aside.

## Further reading

- [Previous idea: open search bar on mobile](https://bixlow.com/en/ideas/open-search-bar-on-mobile)
- [What a CRO hypothesis is](https://bixlow.com/en/glossary/cro-hypothesis)
- [Sample size calculator](https://bixlow.com/en/tools/sample-size-calculator)