How presenting a problem and solution on the landing page affects email acquisition rate
Experiment ID: #203318
Franciscan University
Experiment Summary
Timeframe: 04/15/2026 - 04/22/2026
Franciscan University offers content on the origins of humanity, questions about Genesis, and how scientific discoveries relate to faith.
For this test, we wanted to change the landing page copy to frame the page as identifying the problem Catholics are facing and presenting the offer as a solution.
We used similar language in one of their Facebook ads and saw success with it. We wanted to test that on the landing page as well to see how that would affect the sign-up rate.
This was tested on the landing page and tested for both mobile and desktop traffic.
Research Question
We believe that framing the landing page copy in a problem/solution manner for visitors will increase the email acquisition rate, as presenting a problem many Catholics have encountered and a solution will encourage users to sign up for the offer.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 24.4% | ||
| T1: | Treatment 1 | 29.5% | 20.6% | 94.6% |
This experiment has a required sample size of 596 in order to be valid. Since the experiment had a total sample size of 1,160, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that framing the landing page copy in a problem/solution manner for visitors resulted in a 20.6% increase in the email acquisition rate across all traffic. While the statistical level of confidence of 94.6% is approaching validity, further testing would be necessary to confirm the results.
In future experimentation, it would be beneficial to continue testing different messaging strategies on the landing page to optimize for email sign-ups.
Additionally, considering the success of presenting a problem that resonates with the target audience and offering a solution, this approach can be further explored and refined to drive even higher conversion rates. By iterating on these learnings and conducting additional experiments, we can continue to improve the landing page's effectiveness and ultimately drive more conversions for Franciscan University.