How addressing the felt need of the ebook recipient impacts account creations
Experiment ID: #138988
CaringBridge
Experiment Summary
Timeframe: 03/15/2023 - 04/09/2023
In oder to increase the conversion rate for site creations, we ran a test where we added language that addressed the felt need of the ebook recipient.
This test was ran on an ebook funnel where the confirmation page for their ebook had a call to action to create a site with CaringBridge. The control for this experiment invited the individual to “start a CaringBridge site” and was an explicit as to why someone would need a CaringBridge site. We believed that changing the language to address the felt need would decrease friction the person would experience in being asked to create a site right away.
This was tested on one ebook funnel and traffic was primarily driven by paid Facebook ads.
Research Question
We believe that using language that addressed the felt need for ebook downloaders will achieve an increase in site creation rate because the “why” of a site creation would be established before being asked to create one, thus reducing friction.
Design
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[full-height] => 659
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[single_post_thumbnail-height] => 487
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[thumb_48_48-height] => 24
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[thumb_128_128-height] => 64
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[thumb_153_153-height] => 76
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 65
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[thumb_232_177-width] => 232
[thumb_232_177-height] => 115
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 270
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[thumb_271_271-height] => 135
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 185
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[thumb_385_270-height] => 191
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[thumb_416_241-width] => 416
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[thumb_448_410-width] => 448
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[thumb_776_395-height] => 386
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[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 298
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.9% | ||
| T1: | Treatment | 4.2% | 7.6% | 21.0% |
This experiment has a required sample size of 33,780 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
The treatment version of the call to action saw a 7.6% increase in website creations for all traffic with a 21.0% statistical level of confidence. However, since the statistical level of confidence is below 85%, these results cannot be considered valid for future decision making. The results indicate that changing the language to address the felt need had little to no impact on the site creation rate. It is likely that the change in copy was not significant enough to sway the recipient to take action.
For future experiments, it is recommended to continue testing language that addresses the felt need of the audience for increased website creations. Perhaps a complete rewrite may be more impactful.