Reasons to Believe

How adding specificity and exclusivity language to a subscription form in the footer impacts email acquisition rate

Experiment ID: #107563

Reasons to Believe

Experiment Summary

Timeframe: 09/20/2022 - 10/15/2022

RTB had run previous experiments on their homepage/website footer email subscription form that did not result in any valid lifts. There were some experiments that ran as a multivariate test that did not isolate a specific variable. In an effort to increase email acquisition rate through this newsletter sign up form, we decided to hone in on the value proposition in the copy. Our hypothesis was that by being clearer in what the recipient was receiving, we would see an increase in email acquisition rate. This is because the end user would understand what is valuable about RTB’s emails instead of just signing up for another email list.

Research Question

We believe that adding specificity and exclusivity language to a newsletter sign up form will result in an increase an email acquisition among website visitors.

Design

C: Control
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T1: Value Copy Change
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-197x172.png [thumb_272_172-width] => 197 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-372x325.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 325 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-372x325.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 325 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-309x270.png [thumb_385_270-width] => 309 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-276x241.png [thumb_416_241-width] => 276 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-448x391.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 391 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-896x782.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 782 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-438x382.png [thumb_574_382-width] => 438 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Value_Copy_Change-9-453x395.png [thumb_776_395-width] => 453 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.41%$0.00
T1: Value Copy Change 1.5%258.0% 100.0%$0.00

This experiment has a required sample size of 638 in order to be valid. Since the experiment had a total sample size of 7,352, 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
× 258.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

This experiment resulted in a valid 258% lift in email acquisition rate. Our hypothesis for this experiment was confirmed in that site visitors were not clear on what they were receiving when they signed up for emails with RTB. When we provided clarity on what they were receiving and why it’s exclusive to RTB, more people were willing to subscribe to their email list.


Experiment Documented by NextAfter

Question about experiment #107563

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