A Complete Guide to Popup Triggers & A/B Testing Them

Let’s look at some examples of popup trigger tests, along with a real-world case from EDGE® and how they achieved success.

1. 3 sec vs 15 sec

Test whether showing a welcome discount right after visitors land on the page (3 seconds) works well, or if waiting a bit longer (15 seconds) and allowing visitors to settle in before being prompted leads to higher engagement. 

Sometimes, an immediate offer can feel intrusive, while giving visitors more time to browse could lead to more meaningful interactions and a higher conversion rate. The right balance can make a big difference in the user experience.

2. 15 sec vs exit-intent

Compare the effectiveness of showing a special offer after 15 seconds of engagement versus triggering a popup when a visitor shows intent to leave the site (exit intent).

The 15-second trigger may capture users who are already engaged, while exit-intent popups target visitors who are likely to abandon the page. Testing both can help you determine whether engaging early or re-engaging before exit leads to more conversions.

3. Exit-intent + 80% scroll vs exit intent only

Offer a lead magnet, such as an eBook, to visitors who are about to exit the site. One variant could trigger when users show exit intent, while the other appears only when users have scrolled down 80% of the page and are about to exit. 

The second variant targets more engaged visitors who have shown an interest in your content. This A/B test helps you identify if targeting highly engaged users before they leave provides better results than a broader exit-intent trigger.

4. Click on “Add to Cart” vs scroll 50%

Test showing an upsell or bundle offer right after a visitor adds an item to their cart versus triggering the offer after they’ve scrolled down 50% of the page. 

The “Add to Cart” trigger is more direct and specific to users already in the purchase journey, while the scroll-based trigger targets visitors who may not be actively considering a purchase (but could be convinced with a good offer). 

This test can reveal which type of user engagement results in more conversions.

5. 60% scroll vs exit intent vs 15 sec inactivity

Test a countdown popup offering free shipping or a discount (e.g., 15% off) triggered by three different visitor behaviors: after scrolling down 60% of the page, when exit intent is detected, and after 15 seconds of inactivity. 

Each trigger targets a different type of visitor behavior—those actively engaged, those about to leave, and those who’ve paused. 

Running this test can help you identify which audience segment responds best to the offer and increases conversion rates.

See it in action: EDGE®’s popup trigger test

To see the effectiveness of A/B testing in action, let’s explore an example:

EDGE®, a fitness brand specializing in grip-enhancing spray for shoe soles, wanted to optimize its popup timing strategy. The brand ran an A/B test comparing two popup timing approaches:

• Welcome popup: Displayed 5 seconds after visitors landed on the site.
• Exit-intent pop-up: Triggered when visitors showed intent to leave the site.

Both popups had the same design and offered the same incentive: 10% off, with the goal of building the brand’s email and SMS subscriber lists.

The only variable was the timing of the popups.