How an animated banner affected email acquisition
Experiment ID: #11682
Texas State Historical Association
Experiment Summary
Timeframe: 10/28/2015 - 11/02/2015
The Texas State Historical Association gets a significant amount of organic traffic to their website each month. Our primary means to monetize this traffic is through email acquisition campaigns that we then use to convert subscribers into members. The difficult part of the process is capturing the attention of the visitors once they get to the site.
We have historically used banner ads placed in a strategic locations throughout the website. These have always been a static image that promotes whatever the current free offer is. We had the hypothesis that an animated banner would be able to better capture the visitors’ attention which would subsequently lead to an increase in the number of emails acquired.
Research Question
Which banner will lead to the greatest amount of clicks and emails acquired?
Design
C: Static Banner
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-150x150.gif
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-50x18.gif
[admin-width] => 50
[admin-height] => 18
[full] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[full-width] => 741
[full-height] => 262
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-372x132.gif
[thumb_372-width] => 372
[thumb_372-height] => 132
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[single_post_thumbnail-width] => 741
[single_post_thumbnail-height] => 262
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-32x11.gif
[thumb_32_32-width] => 32
[thumb_32_32-height] => 11
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-48x17.gif
[thumb_48_48-width] => 48
[thumb_48_48-height] => 17
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-64x23.gif
[thumb_64_64-width] => 64
[thumb_64_64-height] => 23
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-128x45.gif
[thumb_128_128-width] => 128
[thumb_128_128-height] => 45
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-122x43.gif
[thumb_122_67-width] => 122
[thumb_122_67-height] => 43
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-153x54.gif
[thumb_153_153-width] => 153
[thumb_153_153-height] => 54
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-130x46.gif
[thumb_130_163-width] => 130
[thumb_130_163-height] => 46
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-232x82.gif
[thumb_232_177-width] => 232
[thumb_232_177-height] => 82
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-544x192.gif
[thumb_272_325-width] => 544
[thumb_272_325-height] => 192
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-271x96.gif
[thumb_271_346-width] => 271
[thumb_271_346-height] => 96
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-271x96.gif
[thumb_271_271-width] => 271
[thumb_271_271-height] => 96
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-272x96.gif
[thumb_272_172-width] => 272
[thumb_272_172-height] => 96
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-372x132.gif
[thumb_372_461-width] => 372
[thumb_372_461-height] => 132
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-372x132.gif
[thumb_372_500-width] => 372
[thumb_372_500-height] => 132
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-385x136.gif
[thumb_385_270-width] => 385
[thumb_385_270-height] => 136
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-416x147.gif
[thumb_416_241-width] => 416
[thumb_416_241-height] => 147
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-448x158.gif
[thumb_448_410-width] => 448
[thumb_448_410-height] => 158
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[thumb_448_410_retina-width] => 741
[thumb_448_410_retina-height] => 262
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7-574x203.gif
[thumb_574_382-width] => 574
[thumb_574_382-height] => 203
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[thumb_776_395-width] => 741
[thumb_776_395-height] => 262
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 106
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 141
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Animated_Banner-7.gif
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 212
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Static Banner | 0.46% | ||
| T1: | Animated Banner | 0.55% | 18.4% | 97.6% |
This experiment has a required sample size of 53,523 in order to be valid. Since the experiment had a total sample size of 141,608, 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
× 18.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The animated banner was able to increase the number of emails acquired by 18.6%. This tactic was able to increase the click through rate of the banners enough that we could statistically lift the number of people that converted.
In the future, we will want to monitor the impact animated banners to ensure they maintain their increased performance. Often times these gimmicky tactics tend to slowly lose their effectiveness as time progresses.