The law of inertia says that a body at rest stays at rest, and a body in motion stays in motion, unless acted on by an external force. Marketers have borrowed this scientific truth and turned it into a concept known as “behavioral inertia.” That is, once your visitors have started moving in one direction—toward your email list—they’re likely to continue down that path unless something interrupts them.
That’s the theory behind including progress bars on your opt-in forms: if you can remind people that they’re already part way done, they’ll be more likely to finish opting in. In this A/B test, Marc Luber from JDCareersOutThere.com decided to see whether adding some extra motion would give visitors an extra push.
Did adding animation keep users in motion? Or were they more likely to opt in without the potentially distracting action?
Which version do you think increased opt-ins for this LeadBox™ by 19.05%?
Go down to the comments and tell us which one you’d choose and why—then vote below to see if you were right!
Vote to reveal the winning A/B-tested LeadBox™ and our analysis.