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).

  1. They rewrote the headline to increase the clarity of the offer and who it was from.
  2. They added multiple images to the sidebar to show that the Guide could be read on any device
  3. They added user reviews (pulled from Amazon) to increase social proof.
  4. 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

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 58.9%
T1: Increased Value Proposition 65.4% 11.2% 100.0%

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!


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #4405

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.