How the email capture offer affects conversion rate
Media Research Center
The Media Research Center (MRC) is the nation’s premier media watchdog. The sole mission is to expose and neutralize the propaganda arm of the Left: the national news media.
Experiment Summary
Ended On: 08/05/2013
As part of a email acquisition campaign, the Media Research Center ran visitors through a six question survey. The goal was to educate the visitors on the problems associated with the liberal media. At the end, they were offered a premium in exchange for their email address. After a successful name conversion, they were then led to a contextualized donation opportunity.
The quizzes had proven to be a good engagement tactic in past campaign but the question remained for what would make the best premium offer to get visitors to give both their name and, eventually, a gift.
Research Question
Which name acquisition offer will lead to the greatest number of emails acquired?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Petition | 14.4% | ||
| T1: | Free Notable Quotables PDF | 14.0% | -2.7% | 61.3% |
| T2: | Free "I'm Not a Liberal" Bumper Sticker | 10.8% | -24.9% | 100.0% |
This experiment has a required sample size of 1,074 in order to be valid. Since the experiment had a total sample size of 25,867, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The petition versus the free PDF had no statististically significant difference in their conversions. However, the bumper sticker offer which required a home address, decreased the number of names acquired by 25%. In this situation, the added incentive of an tangible premium (the bumper sticker) was not of high enough value to overcome the friction that comes with asking for the home address.
However, the subsequent results seen on the donation page made the decrease in emails acquired an acceptable tradeoff.