How reducing the number of calls-to-action affects engagement
Experiment ID: #2224
Alliance Defending Freedom
Experiment Summary
Timeframe: 10/06/2015 - 10/07/2015
Alliance Defending Freedom creates a daily blog post that they use to promote discussion and knowledge of America’s religious freedoms. The majority of these posts end with a call-to-action or multiple calls-to-action that link to areas of their website or to various other organizations that promote the values ADF strives to protect. Since the goal of each post is to drive visitor engagement, we wanted to find a way to increase the number of visitors that participate in the call-to-action.
We had the hypothesis that, by limiting the number of final calls-to-action to just one choice, we may be able to increase the engagement of the visitors. We took the blog post that was scheduled for 10/6/2015 and created a new treatment. The new treatment contained the same number of links throughout the page but we moved two of the bullet points from the final “Take Action” section and placed them inline with the other copy.
Research Question
Will limiting the number of final calls-to-action increase the overall visitor engagement on the page?
Design
C: Multiple Calls to Action
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[gform-image-choice-sm-height] => 300
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[gform-image-choice-md-height] => 400
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[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Multiple Calls to Action | 1.2% | ||
| T1: | Simplified Call to Action | 2.6% | 119.5% | 98.0% |
This experiment has a required sample size of 697 in order to be valid. Since the experiment had a total sample size of 1,977, 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:
119.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
By reducing the number of final calls to action to just one action, we were able to increase the number of visitors exploring the ADF website by 119.5%. What is interesting about this lift is that the final call-to-action was to explore a different website created by Focus on the Family, not to explore the ADF website. We also observed a 28% lift to those clicking on that final call-to-action but the biggest lift came from those clicking on the links within the article itself.