Buckner International

How adding clarity 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: 9/21/2020

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

C: Newsletter Control
T1: Newsletter Value Prop Treatment

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: 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.


Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #9740

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