How adding calarity and specificity increased newsletter signups
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Ended On: 09/21/2020
In looking at ways to acquire more email addresses through a global footer across our organization’s website, we looked at the current value prop offered for our email newsletter signup. We saw an opportunity to provide additional language to increase specificity and exclusivity in order to get more people over to the newsletter subscription page and connected with updates from Buckner!
Research Question
Will adding clarity and specificity to a newsletter signup offer increase the number of email signups?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Newsletter Control | 0.10% | ||
| T1: | Newsletter Value Prop Treatment | 0.37% | 276.2% | 100.0% |
This experiment has a required sample size of 2,393 in order to be valid. Since the experiment had a total sample size of 31,665, 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
× 276.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
Simply by revising the headline and adding 4-5 sentences that highlighted the true value proposition to this newsletter signup footer, we were able to increase conversion rate by 276%. Rather than asking people to sign up for a “newsletter”, we unpacked what all types of communications would be sent and how often they could expect to receive messages while also increasing the perceived exclusivity of the content being offered and emphasizing the overall value that would be provided to the reader in exchange for providing their email address.