Susan B. Anthony List

How the email acquisition value proposition impacts conversion rate

Experiment ID: #4725

Susan B. Anthony List

Experiment Summary

Timeframe: 05/19/2016 - 08/12/2016

For Susan B. Anthony List, we wanted to see if the existing value proposition around the home page email acquisition form was the most appealing to its audience. From previous experiments with the email file, we had found that the more casual tone was more appealing to their audience and they also like specificity. They wanted more details about the offer before they would take action. We decided to craft a value proposition statement that emphasize these two traits and test it against the existing value proposition.

Research Question

Which value proposition will lead to the greatest number of emails acquired?

Design

C: "Most Powerful" Value Prop
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T1: Casual & Specific Value Prop
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https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-26x64.png [thumb_64_64-width] => 26 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-52x128.png [thumb_128_128-width] => 52 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-27x67.png [thumb_122_67-width] => 27 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-62x153.png [thumb_153_153-width] => 62 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-66x163.png [thumb_130_163-width] => 66 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-72x177.png [thumb_232_177-width] => 72 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-265x650.png [thumb_272_325-width] => 265 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-141x346.png [thumb_271_346-width] => 141 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-110x271.png [thumb_271_271-width] => 110 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-70x172.png [thumb_272_172-width] => 70 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-188x461.png [thumb_372_461-width] => 188 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-204x500.png [thumb_372_500-width] => 204 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-110x270.png [thumb_385_270-width] => 110 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-98x241.png [thumb_416_241-width] => 98 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-167x410.png [thumb_448_410-width] => 167 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-334x820.png [thumb_448_410_retina-width] => 334 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-156x382.png [thumb_574_382-width] => 156 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design-161x395.png [thumb_776_395-width] => 161 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design.png [gform-image-choice-sm-width] => 122 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design.png [gform-image-choice-md-width] => 163 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/New_Value_Prop_ampamp_Field_Design.png [gform-image-choice-lg-width] => 245 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: "Most Powerful" Value Prop 2.4%
T1: Casual & Specific Value Prop 2.7% 14.7% 82.6%

This experiment has a required sample size of 15,712 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

After running for over two months, we did not reach a statistically significant level of confidence with the test. The change to the design increased the number of factors that we were testing so it is difficult to say that it is the result of the value proposition alone. It is worth noting that with a control conversion rate of 2.4%, this is an already high email acquisition rate for a homepage audience. It may just be that the motivation of the audience was high enough that the value proposition did not have much impact.

In future testing, with a conversion rate this high, it may be worth focusing the tests on lower converting sections of the website so that we can observe a more significant impact.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #4725

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.