How a redesign of a newsletter offer impacted clicks from the homepage
Experiment ID: #63311
Focus on the Family
Experiment Summary
Timeframe: 06/07/2021 - 08/02/2021
As we evaluated the Adventures in Odyssey homepage, we wanted to find a way to increase the number of people who were clicking on the link to sign up for the newsletter. We wanted to develop a treatment that increased clarity about what the visitor would receive through the newsletter, emphasized the appeal by highlighting the benefit and value of getting access to the content rather than not signing up at all, and indicated the offer was unique, exclusive, and why it is distinct from signing up for any other newsletter. We took the control headline “Sign up for our Newsletter” and replaced it with “Get access to the latest resources for your family”. We also revised the supporting body copy from “Sign up to receive the monthly Adventures in Odyssey newsletter directly to your inbox” to “We’d love to share our most recent and helpful resources with you and your family! Be inspired to grow in your faith through these exclusive updates you won’t find anywhere else!”. And the final element we changed was the button text which read “Subscribe Now” while the treatment version said “Get Access Now”. We split traffic to each version 50/50 and let the experiment run.
Research Question
We believe that adding value proposition for homepage visitors will achieve more clicks to sign up for a newsletter.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 20212
[id] => 20212
[title] => Control_with_Tracking-1-2
[filename] => Control_with_Tracking-1-1.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[link] => https://www.nextafter.com/experiments/how-a-redesign-of-a-newsletter-offer-impacted-clicks-from-the-homepage/attachment/control_with_tracking-1-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_with_tracking-1-2
[status] => inherit
[uploaded_to] => 20199
[date] => 2021-08-05 12:20:00
[modified] => 2021-08-05 17:56:25
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1062
[height] => 964
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-300x272.png
[medium-width] => 300
[medium-height] => 272
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-768x697.png
[medium_large-width] => 640
[medium_large-height] => 581
[large] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-1024x930.png
[large-width] => 640
[large-height] => 581
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[1536x1536-width] => 1062
[1536x1536-height] => 964
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[2048x2048-width] => 1062
[2048x2048-height] => 964
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 635
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 136
[admin] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[admin-width] => 50
[admin-height] => 45
[full] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[full-width] => 1062
[full-height] => 964
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_372-width] => 372
[thumb_372-height] => 338
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[single_post_thumbnail-width] => 689
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 58
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 116
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_122_67-width] => 74
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 139
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 118
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_232_177-width] => 195
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 494
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 246
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 246
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_272_172-width] => 189
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 338
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 338
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_385_270-width] => 297
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_416_241-width] => 266
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 407
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 813
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_574_382-width] => 421
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_776_395-width] => 435
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 272
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 363
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 545
)
)
[1] => Array
(
[ID] => 20206
[id] => 20206
[title] => Enhnaced_Value_Proposition.png
[filename] => Enhnaced_Value_Proposition-5.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[link] => https://www.nextafter.com/experiments/how-a-redesign-of-a-newsletter-offer-impacted-clicks-from-the-homepage/attachment/enhnaced_value_proposition-png-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => enhnaced_value_proposition-png-6
[status] => inherit
[uploaded_to] => 20199
[date] => 2021-08-05 12:18:58
[modified] => 2021-08-05 12:18:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1070
[height] => 1118
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-287x300.png
[medium-width] => 287
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-768x802.png
[medium_large-width] => 640
[medium_large-height] => 668
[large] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-980x1024.png
[large-width] => 640
[large-height] => 669
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[1536x1536-width] => 1070
[1536x1536-height] => 1118
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[2048x2048-width] => 1070
[2048x2048-height] => 1118
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[tp-image-grid-width] => 670
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-48x50.png
[admin-width] => 48
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[full-width] => 1070
[full-height] => 1118
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-372x389.png
[thumb_372-width] => 372
[thumb_372-height] => 389
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-598x625.png
[single_post_thumbnail-width] => 598
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-46x48.png
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-123x128.png
[thumb_128_128-width] => 123
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-64x67.png
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-146x153.png
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-130x136.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 136
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-169x177.png
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-544x568.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 568
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-271x283.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 283
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-259x271.png
[thumb_271_271-width] => 259
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-165x172.png
[thumb_272_172-width] => 165
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-372x389.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 389
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-372x389.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 389
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-258x270.png
[thumb_385_270-width] => 258
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-231x241.png
[thumb_416_241-width] => 231
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-392x410.png
[thumb_448_410-width] => 392
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-785x820.png
[thumb_448_410_retina-width] => 785
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-366x382.png
[thumb_574_382-width] => 366
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-378x395.png
[thumb_776_395-width] => 378
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[gform-image-choice-sm-width] => 287
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[gform-image-choice-md-width] => 383
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[gform-image-choice-lg-width] => 574
[gform-image-choice-lg-height] => 600
)
)
)
T1: Enhanced Value Proposition
Array
(
[0] => Array
(
[ID] => 20212
[id] => 20212
[title] => Control_with_Tracking-1-2
[filename] => Control_with_Tracking-1-1.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[link] => https://www.nextafter.com/experiments/how-a-redesign-of-a-newsletter-offer-impacted-clicks-from-the-homepage/attachment/control_with_tracking-1-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_with_tracking-1-2
[status] => inherit
[uploaded_to] => 20199
[date] => 2021-08-05 12:20:00
[modified] => 2021-08-05 17:56:25
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1062
[height] => 964
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-300x272.png
[medium-width] => 300
[medium-height] => 272
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-768x697.png
[medium_large-width] => 640
[medium_large-height] => 581
[large] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1-1024x930.png
[large-width] => 640
[large-height] => 581
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[1536x1536-width] => 1062
[1536x1536-height] => 964
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[2048x2048-width] => 1062
[2048x2048-height] => 964
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 635
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 136
[admin] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[admin-width] => 50
[admin-height] => 45
[full] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[full-width] => 1062
[full-height] => 964
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_372-width] => 372
[thumb_372-height] => 338
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[single_post_thumbnail-width] => 689
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 58
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 116
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_122_67-width] => 74
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 139
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 118
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_232_177-width] => 195
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 494
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 246
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 246
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_272_172-width] => 189
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 338
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 338
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_385_270-width] => 297
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_416_241-width] => 266
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 407
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 813
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_574_382-width] => 421
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[thumb_776_395-width] => 435
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 272
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 363
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control_with_Tracking-1-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 545
)
)
[1] => Array
(
[ID] => 20206
[id] => 20206
[title] => Enhnaced_Value_Proposition.png
[filename] => Enhnaced_Value_Proposition-5.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[link] => https://www.nextafter.com/experiments/how-a-redesign-of-a-newsletter-offer-impacted-clicks-from-the-homepage/attachment/enhnaced_value_proposition-png-6/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => enhnaced_value_proposition-png-6
[status] => inherit
[uploaded_to] => 20199
[date] => 2021-08-05 12:18:58
[modified] => 2021-08-05 12:18:58
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1070
[height] => 1118
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-287x300.png
[medium-width] => 287
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-768x802.png
[medium_large-width] => 640
[medium_large-height] => 668
[large] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-980x1024.png
[large-width] => 640
[large-height] => 669
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[1536x1536-width] => 1070
[1536x1536-height] => 1118
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[2048x2048-width] => 1070
[2048x2048-height] => 1118
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[tp-image-grid-width] => 670
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-48x50.png
[admin-width] => 48
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[full-width] => 1070
[full-height] => 1118
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-372x389.png
[thumb_372-width] => 372
[thumb_372-height] => 389
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-598x625.png
[single_post_thumbnail-width] => 598
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-46x48.png
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-123x128.png
[thumb_128_128-width] => 123
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-64x67.png
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-146x153.png
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-130x136.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 136
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-169x177.png
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-544x568.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 568
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-271x283.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 283
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-259x271.png
[thumb_271_271-width] => 259
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-165x172.png
[thumb_272_172-width] => 165
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-372x389.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 389
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-372x389.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 389
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-258x270.png
[thumb_385_270-width] => 258
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-231x241.png
[thumb_416_241-width] => 231
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-392x410.png
[thumb_448_410-width] => 392
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-785x820.png
[thumb_448_410_retina-width] => 785
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-366x382.png
[thumb_574_382-width] => 366
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5-378x395.png
[thumb_776_395-width] => 378
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[gform-image-choice-sm-width] => 287
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[gform-image-choice-md-width] => 383
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Enhnaced_Value_Proposition-5.png
[gform-image-choice-lg-width] => 574
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.15% | ||
| T1: | Enhanced Value Proposition | 0.12% | -17.2% | 72.6% |
This experiment has a required sample size of 158,511 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
We were not able to reach statistical significance on the experiment, but the control saw a 20.8% increase with a 72.5% level of confidence when compared to the results of the treatment. What's particularly interesting is when reviewing the segments, we had a significant portion of samples that were visiting from mobile and who were labeled as "new visitors" but both of these segments show lower conversion rates, so future tests for this page could be more strategically designed to address these types of visitors since they make up the majority of the traffic volume. It also appears that returning visitors are more likely to click to sign up for the newsletter so we could potentially develop additional prompts such as a pop-up on someone's second or third visit that highlights the offer more prominently once we know they have shown a continued interest in the content. Phase two of this experiment involves testing the landing page copy where people end up once someone has clicked the button to subscribe so we can find out if people are actually converting and entering their email address to get the newsletter on the second step of the process after they have clicked through from the homepage.
Observations of the impact on other visitor segments in the experiment:
- Tablet visitors had a 100.0% decrease in newsletter clicks with a 95% level of confidence.
- New visitors had a 100.0% decrease in newsletter clicks with a 100% level of confidence.
- Returning visitors had a 131.9% increase in newsletter clicks with a 100% level of confidence.
- (Other) visitors had a 100.0% decrease in newsletter clicks with a 97% level of confidence.
- Direct visitors had an 83.4% decrease in newsletter clicks with a 100% level of confidence.
- Organic Search visitors had a 100.0% decrease in newsletter clicks with a 100% level of confidence.
- Referral visitors had a 100.0% decrease in newsletter clicks with a 100% level of confidence.
- Social visitors had a 100.0% decrease in newsletter clicks with a 92% level of confidence.