How Adding a Content Offer Exit Intent Affects Conversion Rate
Experiment ID: #180245
NextAfter
Experiment Summary
Timeframe: 05/31/2024 - 06/19/2024
Focus on the Family ran a SeeLife campaign which drives a ton of traffic to their campaign donation page. When a user decides not to make a gift, we wanted to see if we could get them to convert on a content offer instead.
Research Question
We believe that offering a second cta for when a user abondends the page will achieve a higher email acq. rate because signing up for a content offer is a less committed ask than making a donation.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 19.9% | $235.65 | ||
| T1: | Variation 1 | 20.2% | 1.4% | 15.1% | $240.72 |
This experiment has a required sample size of 161,564 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
The key learnings from this experiment include:
1. The treatment, which involved offering a second call-to-action for users who abandoned the donation page, resulted in a 1.4% increase in Transactions – One-Time for All Traffic. This indicates that providing an alternative action for users who choose not to make a donation could potentially lead to more conversions.
2. The Email Acquisition metric experienced a significant 96.1% increase with a 100% level of confidence. This suggests that offering a content offer as an alternative to making a donation can be an effective way to acquire email addresses and potentially nurture leads for future donations.
3. While the results showed a positive outcome, the statistical level of confidence was only 15.1%, which is below the generally accepted threshold of 95%. This means that the results are not considered statistically valid and should not be used for future decision making.
In future experimentation, it is important to consider the following:
1. Continue testing alternative actions for users who do not convert on the primary call-to-action, such as offering content offers or other engagement opportunities. These alternative actions can help capture leads and potentially convert them into donors in the long run.
2. Pay attention to the statistical significance of the results. Results with low levels of confidence should be viewed with caution and further testing may be needed to validate the findings before making any strategic decisions based on the experiment.
3. Use the insights from this experiment to inform future testing strategies and prioritize initiatives that focus on email acquisition and lead nurturing, as these can play a critical role in driving conversions and donor engagement.