Americans for Prosperity

How placement of an email capture before a quiz improve email registration rates for the Economic Freedom Quiz

Experiment ID: #13901

Americans for Prosperity

Experiment Summary

Timeframe: 04/05/2019 - 04/06/2019

When we launched the Economic Freedom Quiz, we wanted to improve our email registration rate. When reviewing the user experience, the email capture was originally placed at the end of the quiz, so we wanted to move it to before the quiz started to see if we could improve email registration rates.

Research Question

Does an email registration form at the beginning of the Economic Opportunity Quiz improve email registration rates?

Design

C: read the petition now - email capture last
T1: read the petition now - email capture first

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: read the petition now - email capture last 16.2%
T1: read the petition now - email capture first 27.8%71.7% 92.1%

This experiment has a required sample size of 98 in order to be valid. Since the experiment had a total sample size of 153, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

With a 92.1% level of confidence, we improved the email registration rate by 71.7%.

Our original thought was that the anticipation of finding out your score would lead to a higher rate, which is why it was originally launched at the end of the quiz, however it appears that the quiz takers after clicking would be more willing to give their email address to start the quiz.


Experiment Documented by Greg Colunga
Greg Colunga is Executive Vice President at NextAfter.

Question about experiment #13901

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