How adding a zip code field in a name acquisition form impacts conversion
Experiment ID: #90209
The Navigators
Experiment Summary
Timeframe: 04/05/2022 - 04/17/2022
The Navigators expressed the desire to add a zip code field on their offers’ landing pages so as to append constituent data. Before rolling out this change to all their name acquisition forms, we wanted to test this on a specific offer in order to determine impact to email conversion rate. We tested this on their offer titled “Journey Through the Psalms” because of the high sign up rate on the page. This informs us that the test will validate quicker.
Traffic to this page is primarily through Facebook paid ads.
Research Question
We believe that adding a zip code field for eBook downloaders will achieve a decrease in email acquisition .
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 75.6% | ||
| T1: | Zip code in form | 63.4% | -16.2% | 99.5% |
This experiment has a required sample size of 109 in order to be valid. Since the experiment had a total sample size of 441, 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
× 16.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This experiment validated with a 16% decrease in email conversion rate. This means that adding the zip code field created friction among users which caused a decrease in name acquisition. If the purpose of adding the zip code is for appending existing records, the data informs us that there is a valid 25% decrease for returning users. Furthermore, when accounting for the cost per name for this offer and the drop in conversion rate, the cost of a zip code is $0.27 per name.
Observations of the impact on other visitor segments in the experiment:
- Mobile visitors had a 19.1% decrease in email acquired with a 99% level of confidence.
- Returning visitors had a 25.4% decrease in email acquired with a 100% level of confidence.
- Desktop visitors had a 60.2% decrease in email acquired with a 100% level of confidence.