How asking for additional information on an acquisition page affects conversion rate
Experiment ID: #7608
Buckner International
Experiment Summary
Timeframe: 09/29/2017 - 10/16/2017
Buckner International wanted to retrieve zip code information from new people coming onto the email file via their content offer, 7 Scriptures to Pray for the Child in your Life. They wanted to see if adding a required zip code field would significantly decrease conversion rate.
Research Question
Does asking for additional information on an acquisition page decrease conversion rate?
Design
C: No Zip Code
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Zip Code | 57.0% | ||
| T1: | With Zip Code | 55.2% | -3.1% | 81.4% |
This experiment has a required sample size of 5,984 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
This experiment did not validate- which in this case, was what they wanted. The less validation of the experiment, the better- since it did not have a statistically significant decrease, they could continue to ask for zip codes and get more data with little to no effect on conversion.