Case Study: A/B Testing the Sweepstakes Sign-Up Flow
I led the research, design, and testing of the sign-up experience, using A/B testing to determine which approach drove higher conversions and better long-term engagement.
Role
Product Design Lead
Timeline
4 weeks
Impact
Total list growth from campaign: +43% over 3 weeks
The Decision-Making Process
Based on these findings, the team held a design brainstorm to address the core question:
"How do we reduce initial friction while maintaining data collection requirements?"
Option 1: | Option 2: | Option 3: |
|---|---|---|
Pros: Simplest solution, proven to increase conversions | Pros: Increases initial value proposition visibility | Pros: Addresses all three drop-off zones simultaneously; maintains context; proven in SaaS onboarding; mobile-friendly |
Cons: Marketing team required dietary data for personalization; partner opt-ins were contractual obligations; fewer data points reduced email segmentation capabilities | Cons: Adds complexity to the critical first impression; could overwhelm users before they commit | Cons: Risk of modal abandonment; requires careful progress indication; more complex implementation |
Decision: Rejected—would compromise campaign objectives | Decision: Rejected—would worsen cognitive overload at entry point | Decision: Selected as test variant |
Hypothesis
IF we hide the form complexity behind an inviting CTA and break the entry process into 3 progressive steps (2 fields → 2 fields → bonus actions),
THEN we will:
Reduce Stage 3 exits by 50% (from 41% to ~20%) by eliminating form intimidation
Increase form start rate by 60% (from 20% to ~32%) by lowering the perceived commitment
Decrease mid-form abandonment by 40% (from 59% to ~35%) through micro-commitment momentum
Increase bonus entry engagement by 100% (from 34% to 68%) by integrating it into the core flow
Key Metrics & Results
Recommendations & Next Steps
Implement Version B Permanently
Roll out the multi-step pop-up modal as the default experience for all future sweepstakes and lead generation campaigns.
Further Optimization Opportunities
Test trigger timing: Experiment with exit-intent triggers vs. immediate pop-up vs. timed delays
Gamification elements: Add a prize preview or entry counter animation
Personalization: Show different partner offers based on dietary selections
A/B test Step 3: Test whether bonus entries should be Step 3 vs. a post-submission page
Mobile-first design: Create a mobile-specific variant with even larger touch targets
Conclusion
The multi-step pop-up modal significantly outperformed the embedded landing page form, delivering a 47% increase in conversion rate and 907 additional newsletter subscribers. By reducing cognitive load, maintaining user focus, and seamlessly integrating bonus entry opportunities, Version B created a superior user experience that drove both immediate conversions and viral growth.
The success of this approach demonstrates the power of progressive disclosure and strategic flow design in optimizing complex forms. For Big Recipe, this translates to a more cost-effective acquisition strategy and a larger, more engaged audience for future campaigns.
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