How adding a dear reader to high traffic blogs impacts email acquisition rate
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
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 opportunity to catch them earlier in their experience.