How more succinct copy affects total revenue on a homepage takeover
NextAfter
Experiment Summary
Timeframe: 12/28/2020 - 12/31/2020
During the last week of the year, we ran a homepage takeover to promote our last week of the year sale: 50% off any course, membership, or NIO Summit ticket.
After creating the control, we wondered if shortening the copy to be more succinct (without removing any of the core reasons to purchase) could actually lead to more sales and revenue.
Research Question
We believe that writing more succinct value proposition copy for homepage takeover visitors will achieve more sales and revenue.
Design
C: Control
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T1: Treatment #1
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.21 | $49.33 | ||
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
| C: | Treatment #1 | $2.21 | $49.33 | ||
| T1: | Treatment #1 | $2.21 | 0.0% | 80.8% | $49.33 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
Although on the surface it appears that the treatment saw a big lift in revenue, the number of transactions are the same and only a single transaction made the difference in revenue. Pairing that with a small sample size, we can't really say that shorter copy was better performing with any confidence.