Reasons to Believe

How adding an ebook incentive in a survey impacts email acquisition

Experiment ID: #95279

Reasons to Believe

Experiment Summary

Timeframe: 05/17/2022 - 06/10/2022

RTB launched a new offer: Science and Faith Survey. Surveys have historically produced a lower sign up rate than other offers like ebooks. In order to provide additional incentive to provide contact information as well as provide additional value for the site visitor, we included a checkbox at the end of the survey that, if checked, will send them a free ebook. Our hypothesis is that this extra added incentive and value, will increase email acquisition.

Traffic to this offer was primarily driven by paid Facebook ads.

Research Question

We believe that adding an ebook incentive to a survey for survey takers will achieve a higher email acquisition rate .

Design

C: Control
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T1: Treatment
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108 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-29-291x461.png [thumb_372_461-width] => 291 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-29-315x500.png [thumb_372_500-width] => 315 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-29-170x270.png [thumb_385_270-width] => 170 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-29-152x241.png [thumb_416_241-width] => 152 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-29-258x410.png [thumb_448_410-width] => 258 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-29-517x820.png [thumb_448_410_retina-width] => 517 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-29-241x382.png [thumb_574_382-width] => 241 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-29-249x395.png [thumb_776_395-width] => 249 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-29.png [gform-image-choice-sm-width] => 189 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-29.png [gform-image-choice-md-width] => 252 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-29.png [gform-image-choice-lg-width] => 378 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 39.5% $11.00
T1: Treatment 34.3% -13.1% 93.2% $18.40

This experiment has a required sample size of 671 in order to be valid. Since the experiment had a total sample size of 1,163, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

While this experiment did not validate, we did see a directional 13% decrease in email acquisition rate with a level of confidence of 93%. This is counter to what our initial hypothesis had stated. A possibility is that some users saw this as an extra step in their process instead of an added incentive and therefore did not perceive the ebook as an added value. However, looking at these users at the instant donation page step, the users who downloaded the ebook were more likely to take action on the instant donation page. In fact, we saw a directional 383% increase in donor conversion rate with a level of confidence of 89%. This tells us that while many did not take advantage of the added incentive, those who understood the value of this ebook were more motivated to give to Reasons to Believe after they submitted their survey responses.

Potential next steps include:

  • Prechecking the box for the ebook; checking the box may be adding additional friction and more "work" for the end user
  • Adding an image of the eBook to reinforce the added value
  • Add another step after the survey to get the ebook in order to increase the donor conversion rate


Experiment Documented by NextAfter

Question about experiment #95279

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