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Care Net

How an offer is presented on a homepage impacts email conversion

Experiment ID: #2584

Care Net

Experiment Summary

Timeframe: 08/11/2017 - 08/23/2017

Care Net offers a free online course called Pro-Life 101. To take advantage of their site traffic and convert those visitors into names and potentially donors, they put this content offer on the homepage of their website. They tested two different ways to present the offers. One way was telling people about the course and having a button that said, “Get Started Today!”. The other way was telling people about the course and having an inline form for people to sign up and take the course right on the homepage. They did a three way test with the control, course offer with button and a course offer with an inline form to see which version would increase email acquisition from their homepage.

Research Question

Which version would increase email acquisition?

Design

C: Control
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T1: Prolife 101 Offer - Button
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T2: Prolife 101 Offer - Inline Form
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 4.1%
T1: Prolife 101 Offer - Button 6.5% 59.2% 96.2%
T2: Prolife 101 Offer - Inline Form 5.5% 33.8% 80.7%

This experiment has a required sample size of 992 in order to be valid. Since the experiment had a total sample size of 2,311, 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
× 59.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

Simply drawing more attention to the course on the homepage was not enough to effect a statistically significant difference in course registrations (conversions). We had to draw attention in a way that did not present the ask to register (form fields) too quickly. Thus, it was the combination of getting someone’s attention and an additional page (with additional value proposition information and form fields) that resulted in the greatest possible result.

This ultimately teaches us that the value proposition for the course is complex and we need to achieve mini-yeses in the acquisition process. In this case, the “Get Started Now” button was a mini-yes in the larger funnel to convert more people with the online course.

Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #2584

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