How adding value proposition and removing an image impacts conversion
Experiment ID: #8798
Pregnancy Decision Line
Experiment Summary
Timeframe: 02/08/2018 - 04/08/2018
Pregnancy Decision Line gets significant traffic to their “Abortion Costs” webpage. Looking at the original page, we hypothesized that adding more value proposition to the page, and removing the header image might increase conversion. We tested the original page against a treatment that had conversational style copy, a larger phone number at the end of the copy, and no image on the page.
Research Question
Would adding value proposition and removing an image increase conversion?
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 13.5% | ||
| T1: | Treatment Page | 11.4% | -15.6% | 94.9% |
This experiment has a required sample size of 1,879 in order to be valid. Since the experiment had a total sample size of 3,729, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The treatment decreased conversion by 15.6%. Adding conversational value proposition has been known to help reinforce the message and motivate people to take action, but that isn’t what happened on this page. What this tells us is that the people coming to this page are coming to it for answers. Their motivation is high and the additional copy acted more as a point of friction to the decision process than a motivating variable.