How adding value proposition to a newsletter subscription opportunity impacted email opt-ins
Experiment ID: #144220
Illinois Policy Institute
Experiment Summary
Timeframe: 04/05/2023 - 05/21/2023
In an effort to get more people to sign up for IPI’s newsletter, we built a treatment that added value proposition copy above the newsletter sign up form. We highlighted what type of news coverage subscribers could expect, added more call-to-action language, and expresses the importance of being an engaged citizen.
The control version lacks each of these elements, so we’re interested to see if the treatment will result in an increase in emails acquired.
Research Question
We believe that adding value proposition to a newsletter subscription for page visitors will achieve an increase in emails acquired because page visitors will gain clarity in what they’ll get from signing up.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.13% | $0.00 | ||
| T1: | Variant 1 | 0.14% | 2.3% | 1.3% | $0.00 |
This experiment has a required sample size of 10,474,168 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
After running for over a month, the experiment resulted in only one email opt-in per variant. Thus, the experiment had no winner and the lack of email conversions prevented any valid result. Value proposition does not see to be the issue. We should test different elements of the page to isolate the problem. Perhaps there was too much friction for visitors given the various check boxes they're asked to consider. A new test could be around simplifying the page to reduce decision friction.