How changing the headline from conversational to more analytical impacted email acquisition
Experiment ID: #195962
Hoover Institution
Experiment Summary
Timeframe: 03/17/2025 - 05/06/2025
This experiment was conducted for the Hoover Institution, a public policy think tank dedicated to promoting ideas for a free society. The test evaluated two different types of landing page headlines for one of their content offers, “Globalization and Its Discontents eBook. If the landing page headline is changed from a conversational phrasing “American Jobs vs. Affordable Goods: Can We Have Both?” to a more formal, analytical one “The Globalization Dilemma: Protecting Jobs vs. Lower Prices—Is There a Balance?”, then more users will perceive the content as authoritative and intellectually valuable, because the revised headline frames the topic as a balanced, data-driven dilemma—appealing to readers interested in serious economic analysis, which may increase their likelihood of submitting their email to access the eBook.
Research Question
We believe that by changing the headline to a more formal and analytical headline for the Hoover audience will achieve an increase in email acquisition because more people will perceive the content as authoritative and intellectually valuable, appealing to readers interested in economic analysis..
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.2% | $45.93 | ||
| T1: | Treatment | 1.9% | -14.2% | 43.4% | $42.12 |
This experiment has a required sample size of 15,888 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
Takeaways:
Conversational Headlines May Drive Higher Engagement
- The control's conversational tone ("Can We Have Both?") outperformed the more formal treatment in both email acquisition and donations—suggesting that a more accessible, human-centered approach may resonate better with visitors.
Headline Framing Has Measurable Influence on Email Signups
- Although the difference in email acquisition was modest (3% decrease), the 83.9% confidence level indicates a likely negative impact from the more analytical, formal headline. Small language shifts can significantly affect user perception and action.
Donation Behavior May Be Sensitive to Perceived Approachability
- The treatment saw a 14.2% drop in donation rate and a lower average gift amount, hinting that a formal or abstract headline may reduce emotional connection or urgency—key drivers of giving behavior.
Tone and Framing Should Align with Audience Expectations
- While Hoover’s brand is scholarly, this test suggests users may still prefer direct, clear language that frames the issue as personally relevant rather than academic or complex.
Further Testing Ideas:
- Position the eBook as a solution - change the offer description to emphasize a takeaway. Maybe something like: “A Practical Guide to Understanding Global Trade and Its Impact on You.
- Test the CTA "Download Your Copy Now"
- Test Value-Oriented vs. Curiosity-Oriented Headlines
- Value: “How Globalization Can Strengthen Both Jobs and Prices”
- Curiosity: “What Happens When Trade Meets Jobs? Find Out Inside”