Scouts
How not requiring questions on a survey affects email acquisition rate
Experiment ID: #107198
Scouts
Experiment Summary
Ended On: 09/15/2022
Boy Scouts of America is running the National Scouting Survey through paid acquisition on Facebook. The survey consists of 12 questions and all had previously been required. There were a variety of multiple choice questions and text questions.
We wanted to test how changing the requirement for answering all questions would affect the email acquisition rate therefore we removed the requirement from all questions.
Research Question
We believe that not requiring questions for the national scouting survey will achieve a higher email acquisition rate.
Design
C: Control
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-26x50.png
[admin-width] => 26
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627.png
[full-width] => 2880
[full-height] => 5582
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-372x721.png
[thumb_372-width] => 372
[thumb_372-height] => 721
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-322x625.png
[single_post_thumbnail-width] => 322
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-17x32.png
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-25x48.png
[thumb_48_48-width] => 25
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-33x64.png
[thumb_64_64-width] => 33
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-66x128.png
[thumb_128_128-width] => 66
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-35x67.png
[thumb_122_67-width] => 35
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-79x153.png
[thumb_153_153-width] => 79
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-84x163.png
[thumb_130_163-width] => 84
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-91x177.png
[thumb_232_177-width] => 91
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-335x650.png
[thumb_272_325-width] => 335
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-179x346.png
[thumb_271_346-width] => 179
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-140x271.png
[thumb_271_271-width] => 140
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 89
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 238
[thumb_372_461-height] => 461
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[thumb_372_500-width] => 258
[thumb_372_500-height] => 500
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[thumb_385_270-width] => 139
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 124
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 212
[thumb_448_410-height] => 410
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[thumb_448_410_retina-width] => 423
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-197x382.png
[thumb_574_382-width] => 197
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-204x395.png
[thumb_776_395-width] => 204
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627.png
[gform-image-choice-sm-width] => 155
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627.png
[gform-image-choice-md-width] => 206
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627.png
[gform-image-choice-lg-width] => 310
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
Control
|
23.9% |
|
|
| T1: |
Treatment #1
|
25.6% |
7.2% |
97.2%
|
This experiment has a required sample size of
4,840 in order to be valid. Since the experiment had a total sample size of
12,259, 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
× 7.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The survey page with questions not required resulted in a 7.2% increase in email acquisition rate with a 97.2% level of confidence. We believe the lift happened because there was less friction within the survey by not requiring the user to answer every question.
We've concluded that making the questions optional could have caused less engagement with the survey itself, but all in all, it caused the user to be more likely to give us their name and email address.