The Navigators

How re-directing traffic from a blog to a lead capture page affected email conversion rate

Experiment ID: #115067

The Navigators

Experiment Summary

Ended On: 11/21/2022

Originally, we were driving as much free traffic we could to maximize the free ad grant dollars to mission aligned pages. We then wanted to test if shifting our goals from blog traffic to capturing emails using landing pages.

Our goal is to offer transformational content for the purpose of resourcing and equipping those interested in discipleship with free resources.

Before, we would direct them to our blog.

After, we direct them to free resource landing pages.

Bible Study Resources is the subset of the traffic we focused on for this test.

Research Question

We believe that redirecting traffic from the blog to bible study resource landing pages for Searchers on Google will achieve growth in discipleship.

Design

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T1: Treatment #1

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T2: Treatment #2

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	1.7%
T1:	Treatment #1	8.7%	403.6%	100.0%
T2:	Treatment #2	6.5%	276.6%	100.0%

This experiment has a required sample size of 110 in order to be valid. Since the experiment had a total sample size of 20,855, 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
× 403.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

A note on the Google Ad Grant:

While we had assumed this outcome (an increase in email acquisition) would be the case, it was still a worthy test as there are obstacles to work through with the Google Ad grant quality score filter that could’ve limited reach to the lead capture pages.

We aimed to overcome this filter with a better user experience which is indicated in a few metrics: a better conversion rate, time on page, and how many additional pages they visited. In this case, we achieved this with a better conversion rate which improved our quality scores and met the quality score threshold for the ad grant.

In this experiment,

We found that the blog page didn’t serve our new goal well: Offering transformational content (via email) for the purpose of resourcing and equipping those interested in discipleship with free resources.

The blog converted at 1.7% CVR compared to the lead capture pages which did a better job of converting at 8.7% CVR (Treatment 1) and 6.5% CVR (Treatment 2).

The final benefit to seeing the conversion rate increase with the bible study resources is that we’re able to convert this free traffic into an asset: a re-addressable audience via email at a later time.

Control:

No Capture

Clicks: 7,680

Emails: 132

CPA: $262

CVR: 1.7%

Treatment 1:

How to Study the Bible

Clicks: 878

Emails: 76

CPA: $78.85

CVR: 8.7%

Treatment 2:

Bible Study Bundle

Clicks: 12,297

Emails: 796

CPA: $80.73

CVR: 6.5%

Experiment Documented by Riley Young

Riley Landenberger is Audience Engagement Manager at NextAfter.

Question about experiment #115067

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