How adding a privacy statement below the submit button on content offer landing page affects email acquisition
Experiment ID: #128722
KCBI
Experiment Summary
Timeframe: 09/01/2022 - 09/30/2022
For a faith-based media organization, we wanted to know how including a privacy statement below the form submission button would affect email acquisition rates. We know that privacy continues to be a growing priority for users online and we wanted to test whether or not anticipating any reluctance to submit payment information online at the point of requesting a devotional eBook would reduce anxiety and encourage more people to complete the form.
The privacy statement below the button on the treatment reads: “*We take data and privacy seriously. Your information will be kept safe and will be used to send you your eBook. “
~50% of traffic received the control and ~50% of traffic received the treatment. We set this up in Unbounce and, unfortunately, didn’t reset the conversions report so the samples look skewed in the report below as “control” reflects all samples since the launch of the content offer not just the ones during the test.
Research Question
We believe that adding a privacy statement below the submit button for landing page visitors will achieve greater email conversion because it will decrease anxiety about data security and increase the appeal of the offer.
Design
C: Control
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[full-width] => 899
[full-height] => 575
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-372x238.jpg
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[single_post_thumbnail-width] => 899
[single_post_thumbnail-height] => 575
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-32x20.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-48x31.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-128x82.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-105x67.jpg
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-153x98.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-130x83.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-232x148.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 148
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-544x348.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 348
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-271x173.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 173
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-271x173.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 173
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-269x172.jpg
[thumb_272_172-width] => 269
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-372x238.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-372x238.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-385x246.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 246
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-377x241.jpg
[thumb_416_241-width] => 377
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-448x287.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 287
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-896x573.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 573
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-574x367.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 367
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-618x395.jpg
[thumb_776_395-width] => 618
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 192
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 256
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 384
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 21.4% | ||
| T1: | Treatment #1 | 41.5% | 93.5% | 100.0% |
This experiment has a required sample size of 33 in order to be valid. Since the experiment had a total sample size of 4,434, 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
× 93.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
Based on the results from this Unbounce experiment, it's clear that including a privacy statement below the form submission button had a major impact on email acquisition rates.
This shows that anticipating privacy concerns in our customers and adapting our strategies to address those concerns can have a substantive impact on our overall marketing efforts. In the future, it will be valuable to continue testing our privacy statements to determine what language is most effective in communicating security, understanding that our customers expect transparency and taking responsible steps to secure their personal data. We will be testing this approach on donation pages as well.
Unfortunately, we were not able to validate a similar increase in downstream donor conversion from this test.