Does additional value proposition on a newsletter sign up landing page influence sign up rate
Experiment ID: #203230
Minnesota Public Radio
Experiment Summary
Timeframe: 04/10/2026 - 04/30/2026
To better understand The Thread’s audience, we tested two versions of the newsletter sign-up landing page copy.
The control used short, direct copy—an approach that has performed well on other newsletter landing pages. The treatment focused on clearly communicating the newsletter’s value and what readers can expect when they sign up.
The test ran for just under three weeks, with traffic evenly split between both variations.
Research Question
We believe that the treatment copy for The Thread landing page visitors will increase the number of emails acquired because it offers a stronger value proposition for The Thread newsletter and what users can expect from it.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.16% | ||
| T1: | Treatment 1 | 0.68% | 336.7% | 96.3% |
This experiment has a required sample size of 1,170 in order to be valid. Since the experiment had a total sample size of 2,599, 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
× 336.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment—focused on clearly communicating the newsletter’s value and what readers can expect—led to a modest lift in email sign-ups, with a 6.5% increase in total emails acquired (60% level of confidence). More notably, the treatment drove a 336.7% increase in transactions at a 96.3% level of confidence. While the impact on the landing page itself was incremental, the most significant gains occurred downstream on the donation page. Future Experimentation: 1. Utilize value proposition-focused copy in future newsletter sign-up landing pages to improve conversion rates. 2. Continue to test and iterate on different messaging strategies to further optimize email acquisition and revenue generation. 3. Consider applying this learning to other areas of the organization's digital marketing strategy to enhance overall performance and outcomes.