Hillsdale College

How layering sequential asks affects name conversion

Experiment ID: #289

Hillsdale College

Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.

Experiment Summary

Timeframe: 12/08/2014 - 12/18/2014

Hillsdale was given the opportunity to offer free subscriptions to their award winning publication, Imprimis, to a list of ideal prospects. The standard subscription process required a home address since a print publication would be delivered via mail. We wanted to see what kind of impact that level of friction had on potential sign ups.

Research Question

Does asking for visitor information in multiple steps instead of all at the same time produce a greater number of high quality prospects?


C: Full Home Address
T1: Name and Email Only


 Treatment NameConv. RateRelative DifferenceConfidence
C: Full Home Address 32.2%
T1: Name and Email Only 76.0%136.0% 100.0%

This experiment has a required sample size of 9 in order to be valid. Since the experiment had a total sample size of 289, 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
× 136.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The conversion rate for email addresses acquired was incrementally better when we removed the address requirement. We will need to evaluate these emails acquired at a later date to determine if the higher volume of prospects resulted in better quality leads.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #289

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