How offering a free ebook for email acquisition in the home page footer instead of a general email subscription form impacted email acquisition
Experiment ID: #110359
The Gospel Coalition
Experiment Summary
Timeframe: 09/16/2022 - 10/13/2022
In their home page footer, TGC gives users the opportunity to subscribe to email updates. The section says “Email Updates” and users can enter their email below and sign up. We wondered if offering a free ebook to users when they sign up would acquire more emails than the existing “email updates” sign-up opportunity, so we tested the idea. In the footer, we replaced the email updates section with an offer to receive a popular ebook for free. We included value prop telling the user how the ebook could help them and below was a sign up form including first name, last name, and email, and a button that read “Get my free ebook »”.
Research Question
We believe that offering a free ebook as an email acquisition method in the home page footer for page vistiors will achieve an increase in emails acquired.
Design
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.02% | -26.6% | 89.2% |
This experiment has a required sample size of 289,077 in order to be valid. Since the experiment had a total sample size of 389,407, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The control saw a 0.03% conversion rate compared to a 0.02% conversion rate for the treatment. Ultimately, the treatment had a 26.6% decrease in emails acquired with an 89.1% level of confidence. Users were more likely to sign up for email updates than to receive a free ebook. Given that TGC offers a ton of content, which users can see as they scroll through the home page and down to the footer of the page, a user's primary intent may be to receive email updates for new content and new articles. So the opportunity to receive only a single free ebook is limiting compared to receiving lots of updates with lots of new content. We're going to run this same experiment on TGC's Commentaries page to see if/how the user motivation adjusts from the home page to the commentaries page. It may be a good idea to test adding value prop language to the home page footer in line with receiving email updates. Right now, the sign up opportunity only says "Email Updates" offering no value prop as to why the user might want to sign up for email updates.