The impact on email acquisition of greater clarity, exclusivity, and credibility on a landing page
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Timeframe: 04/21/2022 - 05/26/2022
Buckner International is a Christian nonprofit that has been serving children and families for more than one hundred years. 7 Scriptures to Pray for the Child in your Life is one of Buckner’s most important online premium offers on Facebook. It has the highest number of emails acquired, yet its landing page has one of the lowest conversion rates.
In reviewing the landing page, we believed that we could strengthen the value proposition by emphasizing the value of the devotional offer to families and reducing the frequency the copy mentioned the “Buckner” brand. We also wanted to add copy highlighting the exclusive nature of the offer and credibility from the many other families who’ve been helped by it. “Thousands of moms and dads like you have become more like Christ through Buckner International devotionals and resources. ”
Research Question
We believe that adding exclusivity, clarity, and credibility to the landing page will increase email acquisition conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 15.7% | $0.00 | ||
| T1: | Treatment | 13.6% | -13.2% | 95.7% | $0.00 |
This experiment has a required sample size of 2,235 in order to be valid. Since the experiment had a total sample size of 4,761, 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
× 13.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
After running the experiment for just over a month, we found a statistically valid negative impact on email conversion. While we know that greater clarity, exclusivity, and credibility improves conversion rates on landing pages, the copy we ran did not properly convey these elements to the visitor. We will revisit the page and test several new tactical elements before revisiting the value proposition and copy.