How a more detailed and benefit-focused landing page headline impacts the sign up rate
Experiment ID: #194905
Minnesota Public Radio
Experiment Summary
Timeframe: 01/28/2025 - 02/21/2025
In an effort to increase sign-up rates on MPR’s Talking Sense e-book landing page, we conducted a headline test designed to more effectively communicate the value of the offer to visitors. Our goal was to determine whether a more explicit, benefit-driven headline would lead to higher engagement and conversions.
Control: Free E-book: Have Hard Political Conversations, Better
Treatment: Get instant access to this free e-book “Talking Sense” today to have better political conversations
*This test ran on both Talking Sense funnels.
Research Question
We believe that providing a more detailed and benefit-focused headline for Talking Sense e-book landing page visitors will achieve an increase in the sign up rate because it clearly communicates both the value of the ebook and the immediacy of access, making it more appealing and actionable to the visitor.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 22.3% | ||
| T1: | Treatment 1 | 23.6% | 5.9% | 95.5% |
This experiment has a required sample size of 7,980 in order to be valid. Since the experiment had a total sample size of 16,679, 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
× 5.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that providing a more detailed and benefit-focused headline for the Talking Sense e-book landing page resulted in a 5.9% increase in email acquisition for all traffic. This increase was statistically significant with a confidence level of 95.5%, indicating that the treatment version outperformed the control. Based on these results, we recommend rolling out the improved headline to all traffic. These findings reinforce that MPR’s audience engages more when the benefits are clearly articulated. Furthermore, the treatment also led to a 12.9% increase in donations at a 67.1% LOC. While this metric did not meet our standard of 95% validity, it does suggest that the treatment motivated more visitors to make donations over the control. Building on this success, our next tests will explore how refining the CTA and button clarity can further enhance conversions.