How applying research based principles to an acquisition page can impact conversion significantly.
Harvest Ministries
Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.
Experiment Summary
Ended On: 02/06/2018
Harvest Ministries offers a free online course called, Tell Someone. Through this online course, they have been able to significantly grow their email file and acquire names well under the industry benchmark cost. Up until this point, most of the testing and optimization for the offer was focused on the Facebook campaign that pushed people to it and the instant donation page that came after the offer. Now they wanted to test the acquisition page. When looking at the acquisition page they noticed that it didn’t include elements of what an “ideal acquisition page” would look like or include based off of the research and analysis NextAfter had done with over 80 other acquisition pages. Through that research, NextAfter identified 13 elements that have been proven to help increase name conversion. Harvest hypothesized that by applying some of those elements to their own page they might be able to increase conversion, decrease acquisition cost, and grow their file even faster.
Research Question
Would applying the research-based principles impact conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 3.9% | ||
| T1: | Ideal Acquisition Page | 21.6% | 448.6% | 100.0% |
This experiment has a required sample size of 22 in order to be valid. Since the experiment had a total sample size of 314, 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
× 448.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
By applying the research based principles to the acquisition page, we were able to increase conversion by 448%! The elements that were included in the treatment for this experiment helped to increased the value proposition, decrease friction, and increase motivation for people coming to the acquisition page.
Because we were able to significantly increase the number of people signing up for the online course, we also acquired more instant donors and revenue for the organization through this offer.