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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Results
| Treatment Name | Open Rate | Relative Difference | Confidence |
---|
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