How emphasizing the ‘I’m new’ button for new website visitors impacted email acquisition rates for First Baptist Dallas
Experiment ID: #97478
Pathway to Victory
Experiment Summary
Timeframe: 06/15/2022 - 09/16/2022
As one of the largest Baptist churches in the country, First Baptist Dallas drives a lot of new website traffic to it’s site every day. For this experiment, we wanted to test whether highlighting the ‘I’m New’ navigation menu in the header menu for new visitors only made an impact on email sign-ups on that specific page.
Our hypothesis was that by highlighting this section, any new visitor to the site would easily find information that was more relevant to them, instead of spending time searching through the site. New visitors were also asked to fill out a form on that page to receive more information; by reducing the amount of friction to find that form, our hypothesis was that email acquisition rates would be higher.
Research Question
We believe that highlight a specific section for new visitors will achieve a change in click throughs.
Design
C: Control
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[medium_large-height] => 288
[large] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-1024x461.png
[large-width] => 640
[large-height] => 288
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-1536x691.png
[1536x1536-width] => 1536
[1536x1536-height] => 691
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-2048x922.png
[2048x2048-width] => 2048
[2048x2048-height] => 922
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 315
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11.png
[full-width] => 2842
[full-height] => 1279
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-372x167.png
[thumb_372-width] => 372
[thumb_372-height] => 167
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-980x441.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 441
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-130x59.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 59
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-232x104.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 104
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-544x245.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 245
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-272x122.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 122
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-372x167.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 167
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-372x167.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 167
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-385x173.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 173
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-416x187.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 187
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-448x202.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 202
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-896x403.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 403
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-574x258.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 258
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11-776x349.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 349
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 135
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 180
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Im_New_button-11.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 270
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.2% | ||
| T1: | I'm New button | 3.3% | 1.7% | 48.9% |
This experiment has a required sample size of 776,564 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
Highlight the 'I'm New' header navigation menu for new visitors to the site led to a small, 1.7%, increase in email acquisition rates, with only a 48.8% level of confidence. While this shows a slight directional lift in email rates, this test warrants further refinement. For example, the form where people are asked to fill in their information is actually a plan your visit (for Sunday service) form; not all of the new visitors to the homepage went there with the intention of attending a Sunday service. The form itself is also at the bottom of the 'I'm New' page; further testing would place this form higher, potentially above the fold, and make it more appealing to new visitors by offering more than just Sunday service information in exchange for an email sign-up.