Popups: what drops or increases conversion

Unbounce analyzed 2,345,864 exit intent popup views and uncovered 2 insights:

1. The first dropped their conversions by 36%.

They A/B tested:

A: 900x700px popup.
vs
B: 800×500px popup.

Result: 900x700px popup turned out to be too large for some browsers. As a result, it reduced load/view ratio and overall impressions by 36%.

2. The second increased it by 96%.
They A/B tested:

A: 1-step popup (input email right inside a popup).
vs
B: 2-step popup (“get …” button on a popup that leads to an opt-in landing page)

Result: 2-step popup increased conversions by 96%!