How a redesign and stronger value proposition affects name acquisition rate
Experiment ID: #2708
Heritage Action for America
Experiment Summary
Timeframe: 08/18/2015 - 08/28/2015
Heritage Action for America was running a name acquisition campaign to promote the live stream of their 2016 Presidential Forum. They built a landing page that offered “exclusive access”, language that had produced successful results in the past. However, they wondered if they could produce a stronger response by creating a graphical treatment that included the candidates and a value proposition that centered around delivering “the truth”.
Research Question
Will a visual page with a value proposition centered around the core principle of truth convert more visitors than one centered around exclusive access?
Design
C: "Exclusive Access" Value Proposition
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | "Exclusive Access" Value Proposition | 20.0% | ||
| T1: | "The Truth" Value Proposition | 25.8% | 28.8% | 95.5% |
This experiment has a required sample size of 409 in order to be valid. Since the experiment had a total sample size of 852, 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
Ă— 28.8% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The new value proposition resulted in a 28.8% increase to the number of email addresses acquired for the event. This name acquisition page was part of a larger fundraising campaign to acquire and convert new donors for the organization. This test helped refine the overall messaging of the campaign prior to a full-scale launch to the entire email file.