How an instructional headline effects email acquisitions
Experiment ID: #190139
A Public Media Organization
Experiment Summary
Timeframe: 08/19/2024 - 10/22/2024
This experiment was conducted for WUNC, a North Carolina-based radio station, focusing on a content offer landing page designed to encourage prospects to sign up for an email series aimed at helping them become more informed as the 2024 elections approach in North Carolina. We aimed to test different headlines to determine whether a more instructional would lead to higher email acquisition rates. The control group featured only the title of the email series.
Research Question
We hypothesize that the instructional headline will lead to increased email acquisitions because it clearly communicates the benefits prospects will gain from signing up for the series, rather than simply stating the name of the series.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 79.0% | $0.00 | ||
| T1: | Treatment 1 | 78.8% | -0.3% | 18.6% | $0.00 |
This experiment has a required sample size of 215,644 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 key learnings from this experiment remain inconclusive due to a low statistical significance level of 25.8%. While the treatment group, which featured an instructional headline, experienced a slight decrease in email acquisitions compared to the control group, this difference cannot be considered statistically significant. We also observed a marginally higher average gift, but this finding is similarly inconclusive. This experiment serves as a useful starting point; however, our focus should shift to optimizing the body copy of the landing page to assess its potential impact on results. Currently, it appears that neither headline significantly influenced whether prospects opted to sign up for the series. Given these findings, it is premature to draw any definitive conclusions or use these results for future decision-making. For subsequent experiments, it is crucial to ensure an adequate sample size to yield reliable and meaningful results. Additionally, testing different variations of the action-oriented headline may provide insights that could lead to a more significant impact on email acquisitions.