How a personalized slide out impacted email conversion rates

Experiment ID: #159772


Experiment Summary

Ended On: 08/02/2023

WUNC is North Carolina’s largest NPR station. In an effort to convert new web traffic into to subscribers we decided to test a more human approach slide out.

Research Question

We believe that making the slide out from an individual for new web visitors will achieve a higher email conversion because this is a personal invitation and expectations of the offer they will receive .


C: Control
T1: Treatment #1


 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.12%
T1: Treatment #1 0.26%123.2% 99.4%

This experiment has a required sample size of 6,954 in order to be valid. Since the experiment had a total sample size of 27,076, 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
× 123.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that using a personalized slide out from an individual for new web visitors resulted in a significant increase in email conversions. The treatment group, which received the personalized invitation, had a 123.2% increase in acquired emails compared to the control group.

This test only targeting new visitors to WUNC’s website so that we are reaching new names and not existing contacts.

This suggests that personalizing the communication and creating expectations of the offer can be highly effective in converting new web visitors into subscribers. This human approach resonated with the visitors and made them more likely to provide their email address.

In future experimentation, it is recommended to continue using this personalized slide out approach for new web visitors. This can be further refined by testing different variations of the personal invitation message, such as the tone and wording, to find the most effective combination. Additionally, it would be valuable to expand this experimentation to other conversion goals, such as donations or membership sign-ups, to see if the same human approach can be successful in those areas as well.

Experiment Documented by NextAfter

Question about experiment #159772

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