How increasing the force of the value proposition affects email acquisition
Experiment ID: #8489
Leadership Institute
Experiment Summary
Timeframe: 11/14/2017 - 02/06/2018
CampusReform, an initiative of the Leadership Institute, garnered significant traffic to their content based on the timeliness and relevancy of their content. However, the majority of the traffic did not convert into email addresses for ongoing cultivation.
Their team looked at the email subscription form and noticed several elements that could be optimized. The headline said exactly what the offer was: “Newsletter”, rather than a compelling value proposition. The supporting copy told them nothing about what they were going to get. There were social share icons in between the supporting copy and the form itself. And finally, the button copy was placed on a red background—which connotes fear or “stop”.
They created a treatment with a new headline which reflected a possible motivation of the reader (“Stay Informed”), copy that told them what they would receive when signing up, removed the social share icons, and turned the button from red to green, a color commonly connoted with “acceptance” and “go”.
They launched an A/B test to determine a winner.
Research Question
Will increasing the force of the value proposition increase email acquisition rate?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 14677
[id] => 14677
[title] => Screen-Shot-2018-02-12-at-12.08.53-PM.png
[filename] => Screen-Shot-2018-02-12-at-12.08.53-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-email-acquisition/attachment/screen-shot-2018-02-12-at-12-08-53-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2018-02-12-at-12-08-53-pm-png
[status] => inherit
[uploaded_to] => 14676
[date] => 2021-02-25 08:45:34
[modified] => 2021-02-25 08:45:34
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 314
[height] => 436
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-216x300.png
[medium-width] => 216
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[medium_large-width] => 314
[medium_large-height] => 436
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[large-width] => 314
[large-height] => 436
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[1536x1536-width] => 314
[1536x1536-height] => 436
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[2048x2048-width] => 314
[2048x2048-height] => 436
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[tp-image-grid-width] => 314
[tp-image-grid-height] => 436
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[full-width] => 314
[full-height] => 436
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_372-width] => 314
[thumb_372-height] => 436
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[single_post_thumbnail-width] => 314
[single_post_thumbnail-height] => 436
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-46x64.png
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-92x128.png
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-110x153.png
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-117x163.png
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-127x177.png
[thumb_232_177-width] => 127
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_272_325-width] => 314
[thumb_272_325-height] => 436
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-249x346.png
[thumb_271_346-width] => 249
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-195x271.png
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-124x172.png
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_372_461-width] => 314
[thumb_372_461-height] => 436
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_372_500-width] => 314
[thumb_372_500-height] => 436
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-194x270.png
[thumb_385_270-width] => 194
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-174x241.png
[thumb_416_241-width] => 174
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-295x410.png
[thumb_448_410-width] => 295
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_448_410_retina-width] => 314
[thumb_448_410_retina-height] => 436
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-275x382.png
[thumb_574_382-width] => 275
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-284x395.png
[thumb_776_395-width] => 284
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[gform-image-choice-sm-width] => 216
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[gform-image-choice-md-width] => 288
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[gform-image-choice-lg-width] => 314
[gform-image-choice-lg-height] => 436
)
)
[1] => Array
(
[ID] => 14678
[id] => 14678
[title] => Screen-Shot-2018-02-06-at-2.17.16-PM.png
[filename] => Screen-Shot-2018-02-06-at-2.17.16-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-email-acquisition/attachment/screen-shot-2018-02-06-at-2-17-16-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2018-02-06-at-2-17-16-pm-png
[status] => inherit
[uploaded_to] => 14676
[date] => 2021-02-25 08:45:37
[modified] => 2021-02-25 08:45:37
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 316
[height] => 467
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-203x300.png
[medium-width] => 203
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[medium_large-width] => 316
[medium_large-height] => 467
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[large-width] => 316
[large-height] => 467
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[1536x1536-width] => 316
[1536x1536-height] => 467
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[2048x2048-width] => 316
[2048x2048-height] => 467
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[tp-image-grid-width] => 316
[tp-image-grid-height] => 467
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-34x50.png
[admin-width] => 34
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[full-width] => 316
[full-height] => 467
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_372-width] => 316
[thumb_372-height] => 467
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[single_post_thumbnail-width] => 316
[single_post_thumbnail-height] => 467
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-87x128.png
[thumb_128_128-width] => 87
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-104x153.png
[thumb_153_153-width] => 104
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-110x163.png
[thumb_130_163-width] => 110
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-120x177.png
[thumb_232_177-width] => 120
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_272_325-width] => 316
[thumb_272_325-height] => 467
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-234x346.png
[thumb_271_346-width] => 234
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-183x271.png
[thumb_271_271-width] => 183
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-116x172.png
[thumb_272_172-width] => 116
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-312x461.png
[thumb_372_461-width] => 312
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_372_500-width] => 316
[thumb_372_500-height] => 467
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-183x270.png
[thumb_385_270-width] => 183
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-163x241.png
[thumb_416_241-width] => 163
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-277x410.png
[thumb_448_410-width] => 277
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_448_410_retina-width] => 316
[thumb_448_410_retina-height] => 467
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-258x382.png
[thumb_574_382-width] => 258
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-267x395.png
[thumb_776_395-width] => 267
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[gform-image-choice-sm-width] => 203
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[gform-image-choice-md-width] => 271
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[gform-image-choice-lg-width] => 316
[gform-image-choice-lg-height] => 467
)
)
)
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 14677
[id] => 14677
[title] => Screen-Shot-2018-02-12-at-12.08.53-PM.png
[filename] => Screen-Shot-2018-02-12-at-12.08.53-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-email-acquisition/attachment/screen-shot-2018-02-12-at-12-08-53-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2018-02-12-at-12-08-53-pm-png
[status] => inherit
[uploaded_to] => 14676
[date] => 2021-02-25 08:45:34
[modified] => 2021-02-25 08:45:34
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 314
[height] => 436
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-216x300.png
[medium-width] => 216
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[medium_large-width] => 314
[medium_large-height] => 436
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[large-width] => 314
[large-height] => 436
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[1536x1536-width] => 314
[1536x1536-height] => 436
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[2048x2048-width] => 314
[2048x2048-height] => 436
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[tp-image-grid-width] => 314
[tp-image-grid-height] => 436
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[full-width] => 314
[full-height] => 436
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_372-width] => 314
[thumb_372-height] => 436
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[single_post_thumbnail-width] => 314
[single_post_thumbnail-height] => 436
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-46x64.png
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-92x128.png
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-110x153.png
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-117x163.png
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-127x177.png
[thumb_232_177-width] => 127
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_272_325-width] => 314
[thumb_272_325-height] => 436
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-249x346.png
[thumb_271_346-width] => 249
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-195x271.png
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-124x172.png
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_372_461-width] => 314
[thumb_372_461-height] => 436
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_372_500-width] => 314
[thumb_372_500-height] => 436
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-194x270.png
[thumb_385_270-width] => 194
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-174x241.png
[thumb_416_241-width] => 174
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-295x410.png
[thumb_448_410-width] => 295
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[thumb_448_410_retina-width] => 314
[thumb_448_410_retina-height] => 436
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-275x382.png
[thumb_574_382-width] => 275
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM-284x395.png
[thumb_776_395-width] => 284
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[gform-image-choice-sm-width] => 216
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[gform-image-choice-md-width] => 288
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-12-at-12.08.53-PM.png
[gform-image-choice-lg-width] => 314
[gform-image-choice-lg-height] => 436
)
)
[1] => Array
(
[ID] => 14678
[id] => 14678
[title] => Screen-Shot-2018-02-06-at-2.17.16-PM.png
[filename] => Screen-Shot-2018-02-06-at-2.17.16-PM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-email-acquisition/attachment/screen-shot-2018-02-06-at-2-17-16-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2018-02-06-at-2-17-16-pm-png
[status] => inherit
[uploaded_to] => 14676
[date] => 2021-02-25 08:45:37
[modified] => 2021-02-25 08:45:37
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 316
[height] => 467
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-203x300.png
[medium-width] => 203
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[medium_large-width] => 316
[medium_large-height] => 467
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[large-width] => 316
[large-height] => 467
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[1536x1536-width] => 316
[1536x1536-height] => 467
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[2048x2048-width] => 316
[2048x2048-height] => 467
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[tp-image-grid-width] => 316
[tp-image-grid-height] => 467
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-34x50.png
[admin-width] => 34
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[full-width] => 316
[full-height] => 467
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_372-width] => 316
[thumb_372-height] => 467
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[single_post_thumbnail-width] => 316
[single_post_thumbnail-height] => 467
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-22x32.png
[thumb_32_32-width] => 22
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-43x64.png
[thumb_64_64-width] => 43
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-87x128.png
[thumb_128_128-width] => 87
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-45x67.png
[thumb_122_67-width] => 45
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-104x153.png
[thumb_153_153-width] => 104
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-110x163.png
[thumb_130_163-width] => 110
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-120x177.png
[thumb_232_177-width] => 120
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_272_325-width] => 316
[thumb_272_325-height] => 467
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-234x346.png
[thumb_271_346-width] => 234
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-183x271.png
[thumb_271_271-width] => 183
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-116x172.png
[thumb_272_172-width] => 116
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-312x461.png
[thumb_372_461-width] => 312
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_372_500-width] => 316
[thumb_372_500-height] => 467
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-183x270.png
[thumb_385_270-width] => 183
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-163x241.png
[thumb_416_241-width] => 163
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-277x410.png
[thumb_448_410-width] => 277
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[thumb_448_410_retina-width] => 316
[thumb_448_410_retina-height] => 467
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-258x382.png
[thumb_574_382-width] => 258
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM-267x395.png
[thumb_776_395-width] => 267
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[gform-image-choice-sm-width] => 203
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[gform-image-choice-md-width] => 271
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2018-02-06-at-2.17.16-PM.png
[gform-image-choice-lg-width] => 316
[gform-image-choice-lg-height] => 467
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.04% | ||
| T1: | Treatment 1 | 0.06% | 27.9% | 99.9% |
This experiment has a required sample size of 261,203 in order to be valid. Since the experiment had a total sample size of 1,513,445, 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— 27.9% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The treatment, with the four significant changes designed to intensify the force of the value proposition and reduce friction, increased email acquisition by 28%.
Because of the traffic to CampusReform.com, this has a significant opportunity to increase the number of emails acquired. However, the placement of the email acquisition offer might be affecting how many people even see the offer. Future testing should place this email acquisition form inline into the copy, especially for mobile users who don’t see the sidebar.