How increasing the size of a sticky bar (while asking for more information) affects email acquisition rate
Experiment ID: #34387
Hillsdale College
Experiment Summary
Ended On: 08/05/2020
Hillsdale College ran an acquisition sticky bar on Imprimis to encourage new visitors to sign up for a subscription. They noticed in their database that they had a large amount of email addresses with no first name or last name, which lowered downstream value because they were not able to address the prospects by name. They decided to run a test to see if asking for first and last name would affect email acquisition rate. To accommodate these fields, they had to increase the size of the sticky bar, which was an additional factor that could affect conversion.
Research Question
How will increasing the size of a sticky bar (while asking for more information) affect email acquisition rate?
Design
C: Control
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[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-50x16.jpg
[admin-width] => 50
[admin-height] => 16
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51.jpg
[full-width] => 1013
[full-height] => 320
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-372x118.jpg
[thumb_372-width] => 372
[thumb_372-height] => 118
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-980x310.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 310
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-32x10.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 10
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-48x15.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 15
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-64x20.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 20
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-128x40.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 40
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-122x39.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 39
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-153x48.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 48
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-130x41.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 41
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-232x73.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 73
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-544x172.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 172
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-271x86.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 86
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-271x86.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 86
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-272x86.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 86
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 118
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-372x118.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 118
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-385x122.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 122
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-416x131.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 131
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-448x142.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 142
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-896x283.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 283
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-574x181.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 181
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51-776x245.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 245
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 95
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 126
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-51.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 190
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.75% | ||
| T1: | Treatment #1 | 1.4% | 83.5% | 100.0% |
This experiment has a required sample size of 1,861 in order to be valid. Since the experiment had a total sample size of 41,922, 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— 83.5% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The treatment, with its larger size and higher ask for information, increased conversion rate by 83.5%. This shows that users are not afraid to give more information—in fact, it might actually increase the commitment to opting in. However, this must be backtested against a sticky bar of the same size that asks just for email to understand what percentage of this increase is due to the size of the bar.