How the call-to-action within an article offer impacts conversion
Experiment ID: #21410
Focus on the Family
Experiment Summary
Timeframe: 05/07/2020 - 06/13/2020
On the Focus on the Family marriage articles, they featured a video series called, Cherish. This video series was free for people to sign-up for and was presented at the bottom of every marriage article. The call-to-action on the offer was a button that would then take a person to the sign up page. We hypothesized that we might be able to increase conversion if we presented the sign-up form right there on the article. We split the traffic, 50/50.
Research Question
Which call-to-action would increase reader response on article pages?
Design
C: With Button
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/With_Form_-6.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 692
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-50x50.jpg
[admin-width] => 50
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/With_Form_-6.jpg
[full-width] => 1294
[full-height] => 1280
[thumb_372] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-372x368.jpg
[thumb_372-width] => 372
[thumb_372-height] => 368
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-632x625.jpg
[single_post_thumbnail-width] => 632
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-32x32.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-48x48.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-64x64.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-128x128.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-68x67.jpg
[thumb_122_67-width] => 68
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-153x151.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 151
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-130x129.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 129
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-179x177.jpg
[thumb_232_177-width] => 179
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-544x538.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 538
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-271x268.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 268
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-271x268.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 268
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-174x172.jpg
[thumb_272_172-width] => 174
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-372x368.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 368
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-372x368.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 368
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-273x270.jpg
[thumb_385_270-width] => 273
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-244x241.jpg
[thumb_416_241-width] => 244
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-414x410.jpg
[thumb_448_410-width] => 414
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-829x820.jpg
[thumb_448_410_retina-width] => 829
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-386x382.jpg
[thumb_574_382-width] => 386
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/With_Form_-6-399x395.jpg
[thumb_776_395-width] => 399
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/With_Form_-6.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 297
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/With_Form_-6.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 396
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/With_Form_-6.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 594
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | With Button | 0.52% | ||
| T1: | With Form | 0.52% | -1.2% | 16.4% |
This experiment has a required sample size of 9,622,077 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 ran for a month and we found that there was no significant difference in name conversion between the two different call-to-actions. This was a bit surprising as we have seen that reducing friction to the acquisition process can help conversion. Because the results were a wash, we hypothesize that the offer may have been over saturated on these pages since it had been running for months prior to this experiment. We hypothesize this because of the low conversion rate on the offer. We would like to test this tactic again in the future using a new, fresh, content offer on the article pages.