How a softer call to action affects name acquisition rate
Experiment ID: #2612
Hillsdale College
Experiment Summary
Timeframe: 11/12/2015 - 11/16/2015
Hillsdale College had launched a new online course about the life and writings of acclaimed author and apologist C.S. Lewis. They wanted to promote these on Facebook, as they had done very successfully with other courses. But they wanted to better understand which calls to action drove the greatest amount of traffic to the page. Previously, they had used “activation” language like “Start Your Free Course Now” or “Get Instant Access Now”. They decided to test whether their audiences were actually motivated at that point in the funnel to “activate” — or if a softer call to action like “Learn More” would drive more traffic and conversions. So they set up two ads and set out to gather enough data to determine a result.
Research Question
Will a softer call to action like “Learn More” result in more course signups than an “activation” ask like “Get Free Access Now”?
Design
C: Control
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)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.82% | ||
| T1: | Treatment 1 | 1.1% | 36.6% | 97.3% |
This experiment has a required sample size of 8,130 in order to be valid. Since the experiment had a total sample size of 21,512, 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
× 36.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
We learned in a related test that the softer language drove more traffic. But what we learned here was that the softer language also drove a higher conversion rate. By giving people the correct “micro-yes” with a “Learn More” CTA, we actually can pique their curiosity and enroll more students from the ads.