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The Navigators

How including relevant testimonials on the offer landing page impacts email acquisition rates

Experiment ID: #193686

The Navigators

Experiment Summary

Timeframe: 12/06/2024 - 12/30/2024

Each month The Navigators run a Scripture Memory Challenge via text. Before each campaign, we promote the next months challenge via Facebook ads, housefile emails invites, and text invites. This challenges have been very popular among their audience and their staff has had a lot of positive feedback about them. Therefore, we tested adding participant testimonials to the landing page for our December/January 2025 Challenge.

These testimonials were presented like a carousel that rotated through 7 different quotes every couple of seconds.

Our hypothesis was that adding social proof to the landing page in the form of testimonials would lead to more people signing up for this challenge.

Research Question

We believe that including participant testimonials for Jan 1 Scripture Memory Sign-up landing page visitors will achieve an increase in emails acquired because sharing a positive experience from others will build more trust and confidence in the value of the offer.

Design

C: Control
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T1: Testimonial Carousel
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https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [medium_large-width] => 498 [medium_large-height] => 944 [large] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [large-width] => 498 [large-height] => 944 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [1536x1536-width] => 498 [1536x1536-height] => 944 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [2048x2048-width] => 498 [2048x2048-height] => 944 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-26x50.png [admin-width] => 26 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [full-width] => 498 [full-height] => 944 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-372x705.png [thumb_372-width] => 372 [thumb_372-height] => 705 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-330x625.png [single_post_thumbnail-width] => 330 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-25x48.png [thumb_48_48-width] => 25 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-34x64.png [thumb_64_64-width] => 34 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-68x128.png [thumb_128_128-width] => 68 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-35x67.png [thumb_122_67-width] => 35 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-81x153.png [thumb_153_153-width] => 81 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-86x163.png [thumb_130_163-width] => 86 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-93x177.png [thumb_232_177-width] => 93 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-343x650.png [thumb_272_325-width] => 343 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-183x346.png [thumb_271_346-width] => 183 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-143x271.png [thumb_271_271-width] => 143 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-91x172.png [thumb_272_172-width] => 91 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-243x461.png [thumb_372_461-width] => 243 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-264x500.png [thumb_372_500-width] => 264 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-142x270.png [thumb_385_270-width] => 142 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-127x241.png [thumb_416_241-width] => 127 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-216x410.png [thumb_448_410-width] => 216 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-433x820.png [thumb_448_410_retina-width] => 433 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-202x382.png [thumb_574_382-width] => 202 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8-208x395.png [thumb_776_395-width] => 208 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [gform-image-choice-sm-width] => 158 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [gform-image-choice-md-width] => 211 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Testimonial_Carousel-8.png [gform-image-choice-lg-width] => 317 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 47.6% $52.82
T1: Testimonial Carousel 45.4% -4.7% 92.3% $39.58

This experiment has a required sample size of 3,902 in order to be valid. Since the experiment had a total sample size of 6,355, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learnings from this experiment are that including participant testimonials on the landing page for The Navigators' Jan 1 Scripture Memory Challenge did not result in the expected increase in email acquisition. In fact, the treatment group saw a 4.7% decrease in email acquisition compared to the control group. While the results were statistically significant at a 92.3% confidence level, they did not meet the standard threshold of 95% for validity. This indicates that the addition of participant testimonials may not have had the intended effect of building more trust and confidence in the offer. It is important to note that further testing would be necessary to confirm these results and understand the true impact of participant testimonials on email acquisition. In future experimentation, it would be beneficial to continue testing the effectiveness of participant testimonials in different formats or with different messaging. Additionally, considering other factors that may influence email acquisition, such as the landing page design, call-to-action, or audience targeting, would also be valuable. By continuously testing and analyzing different variables, The Navigators can gain deeper insights into what strategies are most effective in driving email acquisition for their Scripture Memory Challenges.

Experiment Documented by NextAfter

Question about experiment #193686

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