Does embedding a signup form in the sticky bar increase conversion rate by lowering friction? | NextAfter
Care Net

Does embedding a signup form in the sticky bar increase conversion rate by lowering friction?

Experiment ID: #57382

Care Net

Experiment Summary

Ended On: 04/15/2021

For months, we had been using a sticky bar to promote our free 40-day devotional, Prayers for Life, to our website visitors. This sticky bar linked to a landing page to download the free resource. We used the landing page to provide the extended value proposition of the devotional and the sticky bar to introduce the offer.

 

We wondered if removing this extra step and embedding the download form on the sticky bar would decrease friction and increase conversions. We knew that the sticky bar wouldn’t have nearly as much value proposition as the landing page, so we wanted to measure which was more important. The friction or this value proposition.

Research Question

We believe that embedding the download form in the sticky bar for website visitors will achieve a greater conversion rate.

Design

C: Control
T1: Treatment #1

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.69%
T1: Treatment #1 0.36% -47.9% 91.6%

This experiment has a required sample size of 3,706 in order to be valid. Since the experiment had a total sample size of 5,699, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

We decreased our conversion rate by approximately 47% when we removed the extra step of clicking to the landing page. While this is increased friction, the extra value proposition was necessary to convert visitors to eBook downloaders.


Experiment Documented by NextAfter

Question about experiment #57382

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