KCBI

Statement vs Question on a pop-up offer

Experiment ID: #26099

KCBI

Experiment Summary

Ended On: 12/03/2019

Upon launching a new acquisition offer (in this case an eBook) we wanted to see what kind of language on a pop-up could generate more leads. Would a question to the reader pique more interest and lead to more conversions?

The test only ran for a week and therefore did not validate. However within the time frame we saw the treatment (question language) had a slight drop with a conversion rate of -9.6%.

Research Question

 

Design

C: Statement Headline
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T1: Question Headline
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[post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-50x23.jpg [admin-width] => 50 [admin-height] => 23 [full] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [full-width] => 618 [full-height] => 287 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-372x173.jpg [thumb_372-width] => 372 [thumb_372-height] => 173 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [single_post_thumbnail-width] => 618 [single_post_thumbnail-height] => 287 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-32x15.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 15 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-48x22.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 22 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-64x30.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 30 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-128x59.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 59 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-122x57.jpg [thumb_122_67-width] => 122 [thumb_122_67-height] => 57 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-153x71.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 71 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-130x60.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 60 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-232x108.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 108 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-544x253.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 253 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-271x126.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 126 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-271x126.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 126 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-272x126.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 126 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-372x173.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 173 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-372x173.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 173 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-385x179.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 179 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-416x193.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 193 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-448x208.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 208 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [thumb_448_410_retina-width] => 618 [thumb_448_410_retina-height] => 287 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-574x267.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 267 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [thumb_776_395-width] => 618 [thumb_776_395-height] => 287 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 139 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 186 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 279 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Statement Headline 8.3%
T1: Question Headline 7.5% -9.6% 44.2%

This experiment has a required sample size of 8,692 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

We learned that asking a question in a pop-up offer lead to a -9.6% drop in conversion rate. Because the experiment only ran for a week and had a small sample size, this experiment is worth testing again in a situation where we know we can have it validate.


Experiment Documented by Nathan Hill

Question about experiment #26099

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