How invitational language on a landing page impacted conversions
Experiment ID: #129751
A Public Media Organization
Experiment Summary
Timeframe: 02/22/2023 - 03/30/2023
WUNC is a North Carolina Public Radio news and radio station.
WUNC is currently running an acquisition offer around Things To Do in North Carolina. In an effort to drive conversion rates, we decided to test a more invitational language approach.
Research Question
We believe that by having language that is more invitational for potential acquisition individuals will achieve a higher conversion rate because the copy is more invitational and things to do with family and friends .
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 59.8% | $0.00 | ||
| T1: | Invitational | 56.9% | -4.9% | 70.6% | $0.00 |
This experiment has a required sample size of 2,147 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
The A/B experiment conducted by WUNC with the hypothesis that an invitational language approach would yield higher conversion rates for email acquisition did not produce a conclusive result as the treatment showed a 4.9% decrease in email acquisition compared to the control group. However, the statistical level of confidence was only 70.6%, below the recommended confidence level of 85%, hence, the results cannot be considered valid for future decision making. Despite this, the experiment identified a significant increase in email acquisition from Desktop visitors, with a 193% increase and a 95% level of confidence. This result suggests that future experimentation should focus on optimizing user experience for Desktop visitors specifically, perhaps by creating a more tailored approach to their specific user requirements. Overall, the key learning from this experiment is the importance of having a sufficiently high level of statistical confidence to make valid decisions based on the experiment’s results. Moreover, it is crucial to carefully consider the target audience to optimize any experiment, as seen with Desktop users in this experiment. Thus, future experiments with invitational language should be run with a larger audience and a better targeted approach to maximize the benefit of such an approach.