Good of All

How clarifying the process-level value proposition affects email acquisition

Experiment ID: #11505

Good of All

Good of All exists to promote the most fundamental freedoms enshrined in the Universal Declaration of Human Rights (United Nations 1948). Our goal is to advance universal human rights around the world through online public education that is informed by the best legal and academic scholarship.

Experiment Summary

Timeframe: 04/20/2014 - 04/30/2014

As part of an email acquisition campaign, Good of All offered a free eBook to visitors in exchange for their name and email.  With the majority of the traffic to the landing page coming directly from Facebook ads, visitors to the landing page were highly motivated and already converting at a high rate.  The goal of this test was to learn how changes to the copy and call to action affect the email acquisition conversion rate.

Research Question

What role does self esteem play in conversion?  By modifying the copy to be more inclusive, can we get more people to accept the offer?


C: Download the free book
T1: Get the free book


  Treatment Name Conv. Rate Relative Difference Confidence
C: Download the free book 1.3%
T1: Get the free book 3.1% 133.7% 95.9%

This experiment has a required sample size of 482 in order to be valid. Since the experiment had a total sample size of 1,250, 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
× 133.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

By addressing the reader as a fellow “world-changer” and focusing on what the visitor “gets” rather than what they must “do”, the conversion rate improved by 133.7%. We need to remember that visitors to our landing pages are human beings with feelings and emotions.  The copy we put forth on our landing pages should be designed to embrace those feelings and our offers must be framed around the result (what the visitor gets), not the action required (what they must do).

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #11505

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.