How form location on a survey landing page impacts the email acquisition rate
Minnesota Public Radio
Experiment Summary
Timeframe: 03/18/2025 - 03/20/2025
In an effort to boost the email acquisition rate on MPR’s Listener Survey landing page, we opted to test into relocating the form to the bottom of the page.
Our hypothesis was that this change would reduce the friction happening at the top of the page therefore increasing the number of people who would complete the survey.
Control: form above the survey
Treatment: form below the survey
Research Question
We believe that moving the form below the survey for MPR Listener Survey landing page visitors will achieve an increase in email conversion rate because participants will focus solely on completing the survey first without feeling pressured to provide personal information upfront, creating a more seamless and user-friendly experience.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 31.9% | ||
| T1: | Treatment 1 | 45.0% | 41.4% | 99.4% |
This experiment has a required sample size of 105 in order to be valid. Since the experiment had a total sample size of 406, 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
× 41.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that moving the form below the survey on the MPR's Listener Survey landing page resulted in a significant increase in email acquisition. The treatment version, where the form was placed at the bottom of the page, saw a 39.2% increase in Emails Acquired for All Traffic with a 99.1% statistical level of confidence, indicating that this change was highly effective in improving the user experience and increasing conversions and should be rolled out to all traffic. In future experimentation, it is important to consider the impact of page layout on user behavior. Placing the form below the survey reduced the friction at the top of the page, allowing participants to focus on completing the survey first without feeling pressured to provide personal information upfront. This created a more seamless and user-friendly experience ultimately leading to a higher conversion rate. Moving forward, we should continue to test different page layout elements, such as form placement, language, and design, to optimize the user experience and improve conversion rates. It is also important to analyze the results of each experiment carefully and draw actionable insights to inform future optimization strategies.