How presenting a micro ask before the macro, impacts email conversion from a pop-up on the website
Experiment ID: #62417
Save the Children
Experiment Summary
Timeframe: 05/17/2021 - 05/27/2021
For the past five months, Save the Children has been testing into the email acquisition pop-up on their website. The majority of these experiments have been focused around messaging and value proposition. But all of these experiments have resulted in no positive or negative impact on conversion. As we continue to test into this feature on the website and look for ways to optimize the experience, we hypothesized that we might be able to engage more website users and ultimately increase name conversion by presenting an easier engagement experience on the pop-up before we ask them to give us their email address.
To test this, we presented a “yes”/”no” question that a user would answer before the email acquisition form field would show. The “yes”/”no” question was the same sentiment as the control – “Would you like to stay informed?”. The “Yes” button was highlighted red. When a person would click on the “Yes” button, an email form would slide out and the copy read, “Great! Please provide your email address to sign up.” If a person clicked “No”, the pop-up would simply disappear.
The control presented the same kind of email acquisition opportunity, but in the form of a statement – “Sign up to stay informed”.
Research Question
Will a micro ask before the macro ask increase email acquisition from the pop-up on the website?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 54294
[id] => 54294
[title] => Control.png
[filename] => Control-30.png
[filesize] => 98667
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[link] => https://www.nextafter.com/experiments/how-presenting-a-micro-ask-before-the-macro-impacts-email-conversion-from-a-pop-up-on-the-website/attachment/control-png-5882/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5882
[status] => inherit
[uploaded_to] => 19693
[date] => 2023-08-31 05:07:42
[modified] => 2023-08-31 05:07:42
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 538
[height] => 596
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-271x300.png
[medium-width] => 271
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[medium_large-width] => 538
[medium_large-height] => 596
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[large-width] => 538
[large-height] => 596
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[1536x1536-width] => 538
[1536x1536-height] => 596
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[2048x2048-width] => 538
[2048x2048-height] => 596
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-538x400.png
[ab-block-post-grid-landscape-width] => 538
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[ab-block-post-grid-square-width] => 538
[ab-block-post-grid-square-height] => 596
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[tp-image-grid-width] => 538
[tp-image-grid-height] => 596
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-45x50.png
[admin-width] => 45
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[full-width] => 538
[full-height] => 596
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-372x412.png
[thumb_372-width] => 372
[thumb_372-height] => 412
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[single_post_thumbnail-width] => 538
[single_post_thumbnail-height] => 596
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-43x48.png
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-58x64.png
[thumb_64_64-width] => 58
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-116x128.png
[thumb_128_128-width] => 116
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-60x67.png
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-138x153.png
[thumb_153_153-width] => 138
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-130x144.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 144
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-160x177.png
[thumb_232_177-width] => 160
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[thumb_272_325-width] => 538
[thumb_272_325-height] => 596
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-271x300.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 300
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-245x271.png
[thumb_271_271-width] => 245
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-155x172.png
[thumb_272_172-width] => 155
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-372x412.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 412
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-372x412.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 412
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-244x270.png
[thumb_385_270-width] => 244
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-218x241.png
[thumb_416_241-width] => 218
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-370x410.png
[thumb_448_410-width] => 370
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[thumb_448_410_retina-width] => 538
[thumb_448_410_retina-height] => 596
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-345x382.png
[thumb_574_382-width] => 345
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-357x395.png
[thumb_776_395-width] => 357
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 54295
[id] => 54295
[title] => No_Micro_Ask.png
[filename] => YesNo_Micro_Ask.png
[filesize] => 94889
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[link] => https://www.nextafter.com/experiments/how-presenting-a-micro-ask-before-the-macro-impacts-email-conversion-from-a-pop-up-on-the-website/attachment/no_micro_ask-png-20/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no_micro_ask-png-20
[status] => inherit
[uploaded_to] => 19693
[date] => 2023-08-31 05:07:52
[modified] => 2023-08-31 05:07:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 542
[height] => 504
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-300x279.png
[medium-width] => 300
[medium-height] => 279
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[medium_large-width] => 542
[medium_large-height] => 504
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[large-width] => 542
[large-height] => 504
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[1536x1536-width] => 542
[1536x1536-height] => 504
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[2048x2048-width] => 542
[2048x2048-height] => 504
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-542x400.png
[ab-block-post-grid-landscape-width] => 542
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[ab-block-post-grid-square-width] => 542
[ab-block-post-grid-square-height] => 504
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[tp-image-grid-width] => 542
[tp-image-grid-height] => 504
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-50x46.png
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[full-width] => 542
[full-height] => 504
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-372x346.png
[thumb_372-width] => 372
[thumb_372-height] => 346
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[single_post_thumbnail-width] => 542
[single_post_thumbnail-height] => 504
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-48x45.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-64x60.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 60
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-128x119.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 119
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-72x67.png
[thumb_122_67-width] => 72
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-153x142.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 142
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-130x121.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 121
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-190x177.png
[thumb_232_177-width] => 190
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[thumb_272_325-width] => 542
[thumb_272_325-height] => 504
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-271x252.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 252
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-271x252.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 252
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-185x172.png
[thumb_272_172-width] => 185
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-372x346.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 346
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-372x346.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 346
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-290x270.png
[thumb_385_270-width] => 290
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-259x241.png
[thumb_416_241-width] => 259
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-441x410.png
[thumb_448_410-width] => 441
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[thumb_448_410_retina-width] => 542
[thumb_448_410_retina-height] => 504
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-411x382.png
[thumb_574_382-width] => 411
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-425x395.png
[thumb_776_395-width] => 425
[thumb_776_395-height] => 395
) ) )
T1: Yes/No Micro Ask
Array
(
[0] => Array
(
[ID] => 54294
[id] => 54294
[title] => Control.png
[filename] => Control-30.png
[filesize] => 98667
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[link] => https://www.nextafter.com/experiments/how-presenting-a-micro-ask-before-the-macro-impacts-email-conversion-from-a-pop-up-on-the-website/attachment/control-png-5882/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5882
[status] => inherit
[uploaded_to] => 19693
[date] => 2023-08-31 05:07:42
[modified] => 2023-08-31 05:07:42
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 538
[height] => 596
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-271x300.png
[medium-width] => 271
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[medium_large-width] => 538
[medium_large-height] => 596
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[large-width] => 538
[large-height] => 596
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[1536x1536-width] => 538
[1536x1536-height] => 596
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[2048x2048-width] => 538
[2048x2048-height] => 596
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-538x400.png
[ab-block-post-grid-landscape-width] => 538
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[ab-block-post-grid-square-width] => 538
[ab-block-post-grid-square-height] => 596
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[tp-image-grid-width] => 538
[tp-image-grid-height] => 596
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-45x50.png
[admin-width] => 45
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[full-width] => 538
[full-height] => 596
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-372x412.png
[thumb_372-width] => 372
[thumb_372-height] => 412
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[single_post_thumbnail-width] => 538
[single_post_thumbnail-height] => 596
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-43x48.png
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-58x64.png
[thumb_64_64-width] => 58
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-116x128.png
[thumb_128_128-width] => 116
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-60x67.png
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-138x153.png
[thumb_153_153-width] => 138
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-130x144.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 144
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-160x177.png
[thumb_232_177-width] => 160
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[thumb_272_325-width] => 538
[thumb_272_325-height] => 596
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-271x300.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 300
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-245x271.png
[thumb_271_271-width] => 245
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-155x172.png
[thumb_272_172-width] => 155
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-372x412.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 412
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-372x412.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 412
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-244x270.png
[thumb_385_270-width] => 244
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-218x241.png
[thumb_416_241-width] => 218
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-370x410.png
[thumb_448_410-width] => 370
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30.png
[thumb_448_410_retina-width] => 538
[thumb_448_410_retina-height] => 596
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-345x382.png
[thumb_574_382-width] => 345
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-30-357x395.png
[thumb_776_395-width] => 357
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 54295
[id] => 54295
[title] => No_Micro_Ask.png
[filename] => YesNo_Micro_Ask.png
[filesize] => 94889
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[link] => https://www.nextafter.com/experiments/how-presenting-a-micro-ask-before-the-macro-impacts-email-conversion-from-a-pop-up-on-the-website/attachment/no_micro_ask-png-20/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no_micro_ask-png-20
[status] => inherit
[uploaded_to] => 19693
[date] => 2023-08-31 05:07:52
[modified] => 2023-08-31 05:07:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 542
[height] => 504
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-300x279.png
[medium-width] => 300
[medium-height] => 279
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[medium_large-width] => 542
[medium_large-height] => 504
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[large-width] => 542
[large-height] => 504
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[1536x1536-width] => 542
[1536x1536-height] => 504
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[2048x2048-width] => 542
[2048x2048-height] => 504
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-542x400.png
[ab-block-post-grid-landscape-width] => 542
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[ab-block-post-grid-square-width] => 542
[ab-block-post-grid-square-height] => 504
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[tp-image-grid-width] => 542
[tp-image-grid-height] => 504
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-50x46.png
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[full-width] => 542
[full-height] => 504
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-372x346.png
[thumb_372-width] => 372
[thumb_372-height] => 346
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[single_post_thumbnail-width] => 542
[single_post_thumbnail-height] => 504
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-48x45.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-64x60.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 60
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-128x119.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 119
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-72x67.png
[thumb_122_67-width] => 72
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-153x142.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 142
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-130x121.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 121
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-190x177.png
[thumb_232_177-width] => 190
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[thumb_272_325-width] => 542
[thumb_272_325-height] => 504
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-271x252.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 252
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-271x252.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 252
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-185x172.png
[thumb_272_172-width] => 185
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-372x346.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 346
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-372x346.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 346
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-290x270.png
[thumb_385_270-width] => 290
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-259x241.png
[thumb_416_241-width] => 259
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-441x410.png
[thumb_448_410-width] => 441
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask.png
[thumb_448_410_retina-width] => 542
[thumb_448_410_retina-height] => 504
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-411x382.png
[thumb_574_382-width] => 411
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/YesNo_Micro_Ask-425x395.png
[thumb_776_395-width] => 425
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.9% | ||
| T1: | Yes/No Micro Ask | 2.6% | 35.4% | 100.0% |
This experiment has a required sample size of 3,643 in order to be valid. Since the experiment had a total sample size of 52,535, 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
× 35.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running the experiment for 10 days, we found that the “Yes”/”No” micro ask increased email acquisition by 35%! This valid lift happened on both desktop and mobile devices. In fact, mobile devices had the most significant valid increase in name conversion of 42% (99% LoC). This experiment shows us the importance of engaging people through an easy entrance point results in more people likely to convert. This micro ask increases a persons likelihood and motivation to complete the macro ask.