How a different offer on a confirmation page affects engagement
NextAfter
Experiment Summary
Timeframe: 10/13/2017 - 12/01/2016
When people completed their registration for a NextAfter live broadcast, we wanted to give them an opportunity to engage with other resources that we offer. Our original control prompted registrants to take our free FCORM assessment, but we hypothesized that this might not be the right next step for most people.
For the treatment, we created a page that presented multiple eBook offers that addressed a variety of topics. Our primary goal with this experiment was simply to get people to click through to explore more of our content.
Research Question
Which confirmation page offer will lead to more click-throughs?
Design
Results
This experiment has a required sample size of 48 in order to be valid. Since the experiment had a total sample size of 288, 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:
156.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Our treatment saw a 156.7% increase in clicks, confirming our initial hypothesis that the FCORM offer was not the right next step. Our general audience is more motivated to learn practical insights that inform their marketing and fundraising.
Additionally, Google Analytics data tells us that those who clicked through the FCORM offer abandoned the site within 1 or 2 steps. Of those who clicked through the treatment page, 51% went on to download at least one other offer, and 41% viewed at least 5 more pages before exiting the site.