How adding more value proposition to the headline and body copy affect conversions for new users
Experiment ID: #95491
e3 Partners
Experiment Summary
Timeframe: 05/27/2022 - 08/27/2022
I Am Second is a ministry that uses film to capture the true and authentic story of individuals whose lives have been changed when they put Jesus first in their lives. For this experiment, they wanted to test if adding more value proposition into the headline and body copy of the email acquisition landing page for a popular content offer would result in a greater number of email conversions. While the control was very clear, the treatment alluded that the resource would provide a “blueprint for success”…thus potentially eliminating complexity. This came from comments from new readers that prayer life can sometimes be complicated, so we wanted to see how the treatment affected new visitors.
Research Question
We believe that adding more value proposition to the headline and body copy of a landing page will yield better conversion metrics.
Design
C: Control
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[thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-300x174.png
[medium-width] => 300
[medium-height] => 174
[medium_large] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-768x445.png
[medium_large-width] => 640
[medium_large-height] => 371
[large] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-1024x593.png
[large-width] => 640
[large-height] => 371
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-1536x890.png
[1536x1536-width] => 1536
[1536x1536-height] => 890
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-2048x1186.png
[2048x2048-width] => 2048
[2048x2048-height] => 1186
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 405
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-50x29.png
[admin-width] => 50
[admin-height] => 29
[full] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10.png
[full-width] => 2120
[full-height] => 1228
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-372x215.png
[thumb_372-width] => 372
[thumb_372-height] => 215
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-980x568.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 568
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-48x28.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-64x37.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-128x74.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 74
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-116x67.png
[thumb_122_67-width] => 116
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-153x89.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-130x75.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 75
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-232x134.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 134
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-544x315.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 315
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-271x157.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 157
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-271x157.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 157
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-272x158.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 158
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-372x215.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 215
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-372x215.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 215
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-385x223.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 223
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-416x241.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-448x260.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 260
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-896x519.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 519
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-574x332.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 332
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10-682x395.png
[thumb_776_395-width] => 682
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 174
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 232
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Value_Prop_Headline__Body_Copy-10.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 348
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 37.9% | $0.00 | ||
| T1: | Value Prop Headline + Body Copy | 38.9% | 2.7% | 40.2% | $0.00 |
This experiment has a required sample size of 17,115 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
This experiment had a very slight lift of just 3% with a 40% level of confidence. The results were inconclusive as the experiment did not have enough samples or LoC to validate. Since we did not see a directional lift, we cannot say if this experiment had any positive impact. As the experiment did have an adverse effect on returning visitors, future iterations of this experiment might be limited to just new visitors.