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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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-627-89x172.png [thumb_272_172-width] => 89 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-238x461.png [thumb_372_461-width] => 238 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-258x500.png [thumb_372_500-width] => 258 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-139x270.png [thumb_385_270-width] => 139 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-124x241.png [thumb_416_241-width] => 124 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-212x410.png [thumb_448_410-width] => 212 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-627-423x820.png [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.


Experiment Documented by NextAfter

Question about experiment #107198

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