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MAF

How an aligned, value-driven image of an ebook on a landing page impacts email acquisition

MAF

Experiment Summary

Timeframe: 12/02/2024 - 12/31/2024

During the Christmas season, Mission Aviation Fellowship (MAF) was running a devotional ebook acquisition offer. When running an offer like this, the landing page will typically feature a 3D mockup image of the ebook cover to help users on the page understand what they are receiving.

For this devotional offer, the ads on Facebook used a “scattered pages” design to showcase some of the unique offerings inside the ebook (devotions, Bible verses, crossword puzzles, etc.). We wondered if using this imagery on the devotional ebook landing page would help to enhance the value proposition and increase conversions.

We ran this as an A/B test for 29 days, with 50% of landing page traffic seeing the image of the 3D ebook, and the other 50% of traffic seeing the “scattered pages” design.

Research Question

We believe that using imagery that shows the content of an ebook for users visiting an ebook landing page will achieve an increase in email sign-ups because the imagery will showcase the value and ebook content more effectively.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Open Rate Relative Difference Confidence
C: Control 16.0%
T1: Treatment 1 21.6% 35.5% 99.3%

This experiment has a required sample size of 366 in order to be valid. Since the experiment had a total sample size of 1,363, 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:

    35.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that utilizing imagery that shows the content of an ebook on a landing page can significantly increase email sign-ups. In this case, the treatment version, which featured an image showcasing some of the unique offerings inside the ebook, led to a 35.5% increase in emails acquired compared to the control version that only showed the 3D ebook cover. This lift was at a 99.2% LOC, which means that the result is considered statistically valid. In future experiments, it is important to continue testing imagery on the landing page that effectively showcases the value and content of the content offer. This can help capture the attention of users and communicate the benefits of the ebook more clearly, ultimately leading to higher conversion rates. Further testing should also be done to determine the impact of aligning the imagery on the landing page with any imagery that users are seeing at the front of the funnel through ads, emails, MMS, etc.

Experiment Documented by NextAfter

Question about experiment #69857

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