How emotive landing page copy impacts email acquisition rate
Experiment ID: #7048
Hillsdale College
Experiment Summary
Timeframe: 07/10/2017 - 07/31/2017
Hillsdale College previously found that using an emotive headline on their American Heritage course signup page increased email acquisition by 168%. This success taught a valuable lesson about landing page headlines: It is better to orient the language around what the course does for the user, rather than a particular belief. They were curious if the same principle applied to landing page copy below the headline. They created a treatment and launched a test to find out.
Research Question
Will emotive landing page copy increase email acquisition?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 21.2% | ||
| T1: | Treatment 1 | 24.1% | 13.5% | 95.3% |
This experiment has a required sample size of 1,645 in order to be valid. Since the experiment had a total sample size of 3,395, 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
× 13.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
This teaches us that visitors are more responsive with offers that appear to connect better with personal interests and/or beliefs (i.e. relevance). The copy achieved this by (1) addressed the opposition and (2) directly pulled the viewer to the “good guys” side.
It also illustrates the benefit of focusing the copy on the why rather than the what of the course once the reader has committed to reading further than the headline.