How giving instant gratification affects name acquisition
Experiment ID: #11650
Susan B. Anthony List
Experiment Summary
Timeframe: 05/27/2016 - 06/01/2016
Susan B. Anthony List developed an online quiz called the “Truth About Abortion”. This was a five question quiz that tested and educated people on facts about abortion. At the end of the quiz, a person would get their results. In efforts to optimize name acquisition, they tested this part of the funnel by creating two different ways to acquire a persons name:
- If a person wanted to see how well they did on the quiz, they had to give their name and email and SBA List would email them their results
- A person would receive their quiz results immediately after they took the quiz without having to give their name and email address to see it, but then be asked to add their name (give their name and email) to a pledge to “Vote Pro-life”.
Research Question
Which method would acquire more names?
Design
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[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Pledge-8-563x625.jpg
[single_post_thumbnail-width] => 563
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Pledge-8-29x32.jpg
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Pledge-8-43x48.jpg
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Pledge-8-58x64.jpg
[thumb_64_64-width] => 58
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Pledge-8-115x128.jpg
[thumb_128_128-width] => 115
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Pledge-8-60x67.jpg
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Pledge-8-138x153.jpg
[thumb_153_153-width] => 138
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Pledge-8-130x144.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 144
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Pledge-8-159x177.jpg
[thumb_232_177-width] => 159
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Pledge-8-544x604.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 604
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Pledge-8-271x301.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 301
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Pledge-8-244x271.jpg
[thumb_271_271-width] => 244
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Pledge-8-155x172.jpg
[thumb_272_172-width] => 155
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Pledge-8-372x413.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 413
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Pledge-8-372x413.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 413
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Pledge-8-243x270.jpg
[thumb_385_270-width] => 243
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Pledge-8-217x241.jpg
[thumb_416_241-width] => 217
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Pledge-8-369x410.jpg
[thumb_448_410-width] => 369
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Pledge-8.jpg
[thumb_448_410_retina-width] => 609
[thumb_448_410_retina-height] => 676
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Pledge-8-344x382.jpg
[thumb_574_382-width] => 344
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Pledge-8-356x395.jpg
[thumb_776_395-width] => 356
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Pledge-8.jpg
[gform-image-choice-sm-width] => 270
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Pledge-8.jpg
[gform-image-choice-md-width] => 360
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Pledge-8.jpg
[gform-image-choice-lg-width] => 541
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Results | 10.8% | ||
| T1: | Pledge | 21.2% | 96.7% | 100.0% |
This experiment has a required sample size of 95 in order to be valid. Since the experiment had a total sample size of 1,073, 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
× 96.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The pledge acquired 96.7% more names than the acquisition method to ask for a person’s name in order to see their quiz results. Asking for someone’s name in order to see their quiz results may have come across as gimmicky and caused anxiety. By giving them their quiz results without having them provide anything to the organization, a person received instant gratification and value and were then more motivated to engage with the organization.