How testimonials from previous series viewers affect email conversion rate on an acquisition page
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 02/10/2021 - 03/14/2021
Focus’s video series Raising Your Kids to Defend Their Faith had a low conversion rate. So we tested placing testimonials from parents who used the series on the page. This ran for over a month. Traffic was primarily from acquisition ads on social media.
Research Question
Showing the value of the offer through the words of users will lend credibility to the series, increase its perceived value, and so increase the email conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 32.2% | $0.00 | ||
| T1: | Testimonials | 29.9% | -7.2% | 62.3% |
This experiment has a required sample size of 3,040 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
This experiment did not affect conversion rate with any valid level of confidence. However, we do not think that means testimonials are not helpful to convincing the reader to sign up. We do think that this shows that the placement and these testimonials on this offer did not move the needle for readers. Further testing of placement and copy is needed.