NextAfter
How an embedded form in a dear-reader ad affects course signups
Experiment ID: #73695
NextAfter
Experiment Summary
Ended On: 10/20/2021
In this experiment, we launched a dear-reader ad on our blog posts to promote free year-end fundraising course. We wanted to know if it would be more effective to include a call-to-action button that drives people to the landing page to learn more and activate their course, or to include the full course registration form in the dead-reader ad itself.
Research Question
We believe that embedding the registration for in the ad for blog post readers will achieve more course registrations.
Design
C: Call-to-Action Button
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[date] => 2022-10-29 03:38:17
[modified] => 2022-10-29 03:38:17
[menu_order] => 0
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[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
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[height] => 1496
[sizes] => Array
(
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[thumbnail-height] => 150
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[medium-width] => 132
[medium-height] => 300
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[medium_large-width] => 640
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[large-width] => 450
[large-height] => 1024
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5.png
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[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5-150x150.png
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[thumb_272_325-width] => 286
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 152
[thumb_271_346-height] => 346
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[thumb_271_271-width] => 119
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 203
[thumb_372_461-height] => 461
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[thumb_372_500-width] => 220
[thumb_372_500-height] => 500
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[thumb_385_270-width] => 119
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 106
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 180
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5-361x820.png
[thumb_448_410_retina-width] => 361
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5-168x382.png
[thumb_574_382-width] => 168
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5-174x395.png
[thumb_776_395-width] => 174
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5.png
[gform-image-choice-sm-width] => 132
[gform-image-choice-sm-height] => 300
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[gform-image-choice-md-width] => 176
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Embedded_Registration_Form-5.png
[gform-image-choice-lg-width] => 264
[gform-image-choice-lg-height] => 600
)
)
)
Results
This experiment has a required sample size of
509 in order to be valid. Since the experiment had a total sample size of
1,392, 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
× 94.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
Despite the length of the registration form, it was more effective to embed the full course registration form in the dear-reader ad then to link readers to the landing page to learn more and register. Embedding the form led to a 94.8% increase in course registrations.
As we ramp up year-end content promotion and traffic generation campaigns, this optimized dear-reader ad should help us get the most from blog traffic generation.
It's noteworthy that this embedded form was even more impactful for desktop users as well as new visitors. It was approaching validity for mobile users (80% level of confidence). For returning visitors, it made minimal difference – the thought here being that returning users have a higher level of trust in our content and therefore their motivation is high enough to overcome the friction of an additional step in the process.