Premise: By default, email signup overlay shows immediately across all site pages. Adding a delay (6, 15, or 30 secs) will result in an increase in email signups. Visitors will be able to browse more of the page (or multiple pages) before being asked to subscribe and be more willing to subscribe.
Days Running: 36
Result: No statistical difference in email signups. Test abandoned. However, there was a consistent downward email signup trend during testing (15 = ~20%, 30 = ~40%). Site engagement dipped across all tests (11-23%).
Outcome: Set the email signup overlay delay = 6 secs.