How adding a dear reader to high traffic blogs impacts email acquisition rate - NextAfter
Reasons to Believe

How adding a dear reader to high traffic blogs impacts email acquisition rate

Experiment ID: #92045

Reasons to Believe

Experiment Summary

Timeframe: 04/19/2022 - 05/13/2022

RTB has been driving traffic to their blogs using Google grant but not seeing a lot of traction in terms of name acquisition. Their blogs mostly just had CTA’s at the bottom to share on social, email, etc. By adding a dear reader that featured an offer that was relevant to the blog content, we hypothesized that we would see an increase in email acquisition. We specifically targeted the top 15 blogs that received the most traffic from the google grant.

Research Question

We believe that adding a topically relevant dear reader for google grant traffic will achieve a higher email acquisition rate.

Design

C: Dear Reader
T1: Dear Reader (Genesis1)

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Dear Reader 0.04%
T1: Dear Reader (Genesis1) 0.40% 980.3% 99.6%

This experiment has a required sample size of 1,276 in order to be valid. Since the experiment had a total sample size of 5,429, 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
× 980.3% increase in conversion rate
× 0% increase in average gift

Key Learnings

The experiment resulted in a valid 980% lift in email acquisition with a level of confidence of 99%. By giving audiences a clear offer we were able to dramatically increase their email acquisition. However, in reviewing the sample size in comparison to the conversion rate, we want to test placing this offer higher up above the fold or using it as an exit intent pop-up. While we’re getting a lot of traffic to these pages, readers may not be scrolling all the way to the bottom of the blog. There’s an opportunity to catch them earlier in their experience.


Experiment Documented by NextAfter

Question about experiment #92045

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.