How adding value prop in the call-to-action affects name conversion rate
Experiment ID: #3180
National Breast Cancer Foundation
Experiment Summary
Timeframe: 11/01/2017 - 01/12/2018
National Breast Cancer Foundation was trying to increase conversion rate on their Bra Fit Guide offer, and wanted to test if reiterating the value of the offer in the call to action increased conversion rate. The rest of the page remained the same.
Research Question
Does adding value proposition copy in the call to action increase name conversion rate?
Design
C: No Value Prop in CTA
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T1: Value Prop in CTA
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Value Prop in CTA | 49.8% | ||
| T1: | Value Prop in CTA | 44.1% | -11.3% | 99.5% |
This experiment has a required sample size of 600 in order to be valid. Since the experiment had a total sample size of 2,442, 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
× 11.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment copy decreased name conversion by 11%. Because the conversion rate was already so high on this page (50%), people who get here are already highly motivated and don't need additional convincing to download. Therefore, any additional friction is a deterrent.