SETI

Does updating the cover for a content offer to be clearer affect email acquisition?

SETI

Experiment Summary

Ended On: 01/17/2025

This experiment was conducted for the SETI Institute, a nonprofit organization dedicated to scientific research and education in the search for life beyond Earth. The focus of this test was on the landing page, where the ebook cover image was updated from a photo (control) to a more designed and easy-to-read version (test). The goal was to evaluate whether the updated cover would improve email acquisition by enhancing the user experience on the landing page.

Research Question

We believed that updating the ebook cover on the landing page to a more designed and easy-to-read version would lead to higher email acquisition rates because the improved visual clarity and appeal would better engage users and encourage them to complete the form.

Design

C: Control
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T1: Treatment 1
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=> https://nextafter-1a91a.kxcdn.com/wp-content/uploads/511bf3db_1737128884773_Screenshot2025-01-17at9.47.30 AM-608x820.png [thumb_448_410_retina-width] => 608 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/511bf3db_1737128884773_Screenshot2025-01-17at9.47.30 AM-283x382.png [thumb_574_382-width] => 283 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/511bf3db_1737128884773_Screenshot2025-01-17at9.47.30 AM-293x395.png [thumb_776_395-width] => 293 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameOpen RateRelative DifferenceConfidence
C: Control 27.9%
T1: Treatment 1 33.6%20.3% 99.5%

This experiment has a required sample size of 514 in order to be valid. Since the experiment had a total sample size of 2,093, 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:

    20.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Main Takeaway

The test version of the landing page, featuring the updated ebook cover, acquired 19% more emails than the control, with a confidence level of 99.2%. This result demonstrates that the more visually appealing cover design positively impacted user engagement and lead generation.

Observations:

  • The redesigned cover likely improved the user’s first impression of the landing page, making the offer more compelling and increasing trust in the content.
  • The consistent visual alignment between the ad and the landing page may have reinforced the user’s decision to engage with the form.

Next Steps

  1. Adopt the New Cover Design: Implement the updated cover design on all landing pages to improve email acquisition rates across campaigns.
  2. A/B Test Additional Landing Page Elements: Evaluate other design and content changes, such as CTA language, form placement, or page layout, to identify further optimization opportunities.
  3. Monitor Long-Term Impact: Assess the quality of leads acquired through the updated landing page to ensure sustained performance improvements downstream.


Experiment Documented by NextAfter

Question about experiment #69860

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