How an email acquisition opportunity is presented on the website
Save the Children
Experiment Summary
Timeframe: 02/11/2021 - 02/23/2021
Save the Children uses a forced pop-up on their website to acquire email addresses. The copy and and trigger timing of the pop-up has been tested in the past with little to no impact on conversion, so we hypothesized that the placement of the feature may impact conversion. To test this, we developed a treatment that functioned more as a slide in feature on the bottom of the page than a forced pop-up. No copy or design of the feature was changed.
Research Question
How will a slide in email acquisition offer impact conversion?
Design
C: Force pop-up (25% scroll depth)
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T1: Slide in from the right
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Force pop-up (25% scroll depth) | 3.1% | ||
| T1: | Slide in from the right | 1.8% | -40.8% | 100.0% |
This experiment has a required sample size of 1,125 in order to be valid. Since the experiment had a total sample size of 15,697, 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
× 40.8% decrease in conversion rate
× 0% increase in average gift
Key Learnings
We saw a significant decrease in donor conversion from the slide in feature compared to the forced pop-up. With an almost 41% decrease in emails acquired, we can learn that the placement of the offer does have an impact on the number of people signing up to stay connected with Save the Children. The pop-up is almost much more disruptive - drawing attention to the feature and capturing more names than the slide in. Continued testing is needed to really understand the motivation of this audience and what elements of friction exist in the conversion process.