How reformatting a landing page survey impacts email sign ups
Experiment ID: #156584
Illinois Policy Institute
Experiment Summary
Timeframe: 06/15/2023 - 06/24/2023
IPI’s Illinois Forward survey is producing a low 27.8% sign up rate. When reviewing the page and taking into account consumer feedback, we attributed the struggling metric to heavy friction through the survey formatting. The existing page includes yellow, all caps survey text that may be difficult for users to read, plus the survey questions are not numbered as surveys customarily are.
We wonder if reformatting the survey to use standard font color and style will make it easier to read, and numbering each survey question will make it easier to follow. You can see the noticeable differences in formatting via the screenshots below.
Let’s see how these simple, user-friendly adjustments impacted survey sign ups…
Research Question
We believe that simplified formatting through a survey for survey participants will achieve an increase in email sign ups because participants will have an improved experience by being able to more easily read the survey questions and follow along with the survey.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 29.7% | ||
| T1: | Question Formatting | 34.0% | 14.1% | 99.6% |
This experiment has a required sample size of 944 in order to be valid. Since the experiment had a total sample size of 4,174, 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
× 14.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
This test validated in favor of the treatment after running for just 6 days! The treatment produced a 14.1% lift in email conversion rate with a 99.6% level of confidence.
This is a prime example of reducing friction for the user by making their experience more user-friendly and through simplified styling/formatting. Just by making the survey questions more legible and easy to digest, we saw an immediate lift in email sign ups.
We have rolled the treatment out to 100% of traffic. We'll want to apply these changes to future surveys as well.