How the kind of offer can impact name conversion.
Experiment ID: #11534
Live Action
Experiment Summary
Timeframe: 10/03/2017 - 10/10/2017
Live Action has a publishing arm and website called, Live Action News. On the site they publish the latest pro-life news articles and human impact stories. The site receives a high volume of traffic and they wanted to convert this significant traffic into new emails. To do this they presented visitors who came to the site with content offers. One of the content offers was their weekly newsletter that features the top pro-life news stories of the week. They tested this offer against a pledge that people could sign in support of life being a human right. The offers were presented as a slide out feature on the website.
Research Question
Which content offer would acquire more names?
Design
C: Get Pro-Life News Stories
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T1: Sign the Pro-Life Pledge
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Get Pro-Life News Stories | 0.11% | ||
| T1: | Sign the Pro-Life Pledge | 0.77% | 616.8% | 100.0% |
This experiment has a required sample size of 766 in order to be valid. Since the experiment had a total sample size of 93,411, 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
× 616.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The “Life is a Human Right” pledge increased name conversion by 616%! Even though the Live Action News newsletter was very relevant to this audience, the newsletter had a higher mental cost for the website visitor – not only were they having to give their name and email address for the content offer, but they did so knowing that they’d be receiving more communications from Live Action. The pledge simply asked them to give us their name and email address if their beliefs aligned with those of the pledge.
While relevancy is a key factor when presenting a content offer on a website, the mental cost associated with the offer is an even more important factor.