How the content on the exit-intent offer is influenced by the content of the page
Alliance Defending Freedom
Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.
Experiment Summary
Timeframe: 09/09/2017 - 12/05/2017
Research Question
Will an exit intent offer that is specific to the content on the page (Jack Phillips) increase the email acquisition rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | ADF General | 1.5% | ||
| T1: | Jack Specific Offer | 2.3% | 51.5% | 99.0% |
This experiment has a required sample size of 2,399 in order to be valid. Since the experiment had a total sample size of 8,354, 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
× 51.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
In this situation, we found that the Jack Phillips’ specific offer increased email acquisition by 51%. It turns out that in this specific situation, the relevance of Jack Phillips increased the appeal of the “Stay Informed” offer more than the general ADF offer. In future campaigns, this is something we will want to evaluate on launch as it tends to vary from client to client.