American Cornerstone Institute
How the addition of a goal thermometer impacts email conversion rate on funnel landing page
Experiment ID: #196356
American Cornerstone Institute
Experiment Summary
Timeframe: 04/02/2025 - 04/17/2025
In an effort to boost email conversions on ACI’s Landing page, we opted to test into a goal thermometer on the page to focus in on urgency and social proof of joining a community of similarly minded individuals.
We have tested this concept on different ACI funnels and seen positive results, so we were hopeful to see the same for the landing page.
Research Question
We believe that the introduction of a goal amount in the copy and a goal thermometer for landing page visitors will achieve an increase in email conversion rate because it reinforces social proof and urgency on the page.
Design
C: Control
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[medium] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-216x300.png
[medium-width] => 216
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-768x1069.png
[medium_large-width] => 640
[medium_large-height] => 891
[large] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-736x1024.png
[large-width] => 640
[large-height] => 890
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1.png
[1536x1536-width] => 1036
[1536x1536-height] => 1442
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1.png
[2048x2048-width] => 1036
[2048x2048-height] => 1442
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1.png
[full-width] => 1036
[full-height] => 1442
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-372x518.png
[thumb_372-width] => 372
[thumb_372-height] => 518
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-449x625.png
[single_post_thumbnail-width] => 449
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-34x48.png
[thumb_48_48-width] => 34
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-46x64.png
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-92x128.png
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-110x153.png
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-117x163.png
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-127x177.png
[thumb_232_177-width] => 127
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-467x650.png
[thumb_272_325-width] => 467
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-249x346.png
[thumb_271_346-width] => 249
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-195x271.png
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-124x172.png
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-331x461.png
[thumb_372_461-width] => 331
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-359x500.png
[thumb_372_500-width] => 359
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-194x270.png
[thumb_385_270-width] => 194
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-173x241.png
[thumb_416_241-width] => 173
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-295x410.png
[thumb_448_410-width] => 295
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-589x820.png
[thumb_448_410_retina-width] => 589
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-274x382.png
[thumb_574_382-width] => 274
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1-284x395.png
[thumb_776_395-width] => 284
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1.png
[gform-image-choice-sm-width] => 216
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1.png
[gform-image-choice-md-width] => 287
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Goal_Thermometer__Copy_Change-1.png
[gform-image-choice-lg-width] => 431
[gform-image-choice-lg-height] => 600
)
)
)
Results
This experiment has a required sample size of
349,273 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
The key learnings from this experiment are that the treatment, which introduced a goal amount in the copy and a goal thermometer, resulted in a 0.6% decrease in Email Acquisition for All Traffic with a 21.9% statistical level of confidence. This means that the control version, without the goal amount and thermometer, performed better than the treatment.
However, since the statistical level of confidence is below 95%, the results cannot be considered valid or reliable for making future decisions.
In future experimentation, it is important to ensure that the sample size is adequate to provide statistically significant results with a high level of confidence. Additionally, it would be beneficial to test variations of the treatment to see if different approaches to presenting the goal amount and thermometer could yield more positive results.
Overall, the key takeaway is to always validate results with a higher level of statistical confidence before implementing any changes based on an A/B experiment.