How a form on the right side of the page affects email acquisition | NextAfter
Focus on the Family

How a form on the right side of the page affects email acquisition

Experiment ID: #59105

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Timeframe: 04/30/2021 - 06/04/2021

Focus’s web team wanted to roll out a new landing page format with the form on the right side of the page instead of the bottom. We wanted to assure that this did no harm to email acquisition. So we tested this on a new offer they were launching called Preparing Your Kids for the Teen Years.

Research Question

A right side form could harm conversion rates


C: Control
T1: Right Side Form


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 45.0% $0.00
T1: Right Side Form 47.0% 4.5% 44.0% $0.00

This experiment has a required sample size of 4,684 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The majority of the traffic and conversions were on a mobile device. This test showed no results because on a mobile device it is almost exactly the same user experience. So we are going to retest this format on a high traffic page to only desktop users.

Experiment Documented by NextAfter

Question about experiment #59105

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