The Heritage Foundation
How third-party validation affects email acquisition for a free digital offer
Experiment ID: #4405
The Heritage Foundation
Experiment Summary
Timeframe: 06/29/2016 - 07/01/2016
The Heritage Foundation was giving away a digital version of their popular 475-page Guide to the Constitution in exchange for an email address. They had a landing page that was converting 58% of visitors. But this meant that 42% of visitors weren’t downloading the digital Guide, so their team wanted to try four tweaks to increase conversion.
One confusing part of the offer was that the digital version of the Guide was in the form of a microsite, so they were really offering “access” rather than a digital download. This caused potential confusion to the user, so they marketed the offer as a digital download (since there was an available PDF).
- They rewrote the headline to increase the clarity of the offer and who it was from.
- They added multiple images to the sidebar to show that the Guide could be read on any device
- They added user reviews (pulled from Amazon) to increase social proof.
- They changed the button copy from “get access now” to “get the Guide now”
Then, they launched an A/B test to see if the new page increased conversion.
Research Question
Will increasing clarity and adding social proof increase email acquisition?
Design
C: Control
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T1: Increased Value Proposition
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Results
This experiment has a required sample size of
417 in order to be valid. Since the experiment had a total sample size of
5,819, and
the level of confidence is above 95%
the experiment results are
valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average
gift).
This experiment produced the following results:
0% increase in traffic
Ă— 11.2% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The new treatment converted 65.4% of visitors to accept the offer — an increase of 11.2%! This shows that the new landing page tweaks did in fact increase clarity and add some social proof that helped convince the visitor to take action.
While this is a great lift and results in more emails for the same spend, it still means that 35% of our traffic is not converting—which means more testing and optimization is needed!