How a radically redesigned acquisition page affects conversion rate
Experiment ID: #7975
National Breast Cancer Foundation
Experiment Summary
Timeframe: 10/01/2017 - 10/31/2017
National Breast Cancer Foundation was running their BCAM campaign and wanted to test a redesign of their Snapshots of Hope acquisition page, which asked for stories from survivors or family members of people with breast cancer.
Research Question
Does simplifying the process of submitting a story increase conversion rate?
Design
C: Control
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T1: Radical Redesign
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.2% | ||
| T1: | Radical Redesign | 2.5% | -22.1% | 90.0% |
This experiment has a required sample size of 4,301 in order to be valid. Since the experiment had a total sample size of 5,999, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The redesigned page produced a 22% decrease in conversion rate. It’s possible that the removal of the 3-step process produced anxiety in the mind of the submitter or confusion on the process and requirements.