How increasing the size of the text on an offer landing page did not impact the email registration rate
Experiment ID: #14307
The Heritage Foundation
Experiment Summary
Timeframe: 04/12/2019 - 04/15/2019
When The Heritage Foundation launched a new offer, we were not achieving the email registration rate that we would normally see. So, in an attempt to boost the email registration rate, we launched a simple experiment to boost the size of the text across both desktop and mobile versions to see if readability was prohibiting us from achieving the results we wanted.
Research Question
Will improved readability increase the email registration rate for the Religious Freedom offer?
Design
C: control - smaller text
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | control - smaller text | 28.6% | ||
| T1: | treatment - larger text | 26.2% | -8.3% | 80.9% |
This experiment has a required sample size of 2,691 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
With an 80.9% level of confidence, we found that the large text actually decreased the email registration rate by -8.3%.
We will now turn our testing towards the message itself, having eliminated something structural with the page as a variable that is limiting our effectiveness.