How the placement of a call to action impacted email acquisitions on the homepage
American Cornerstone Institute
Experiment Summary
Timeframe: 12/22/2022 - 12/28/2022
As we began driving paid traffic to the Little Patriots home page from multiple channels, we were noticing both high bounce rates (58%) and low traffic to the registration page (3.28%) which made us wonder if it was clear to new visitors how to sign-up for Little Patriots upon arriving to the website. In reviewing the site, there were multiple calls to action that seemed equally weighted and there was a lot of friction in the way interfering users from clearly understanding how and why to sign-up for the program. We discovered that the MOST important action we wanted users to take was being presented as the LEAST visible element on the page, likely causing visitors to miss it altogether. Since the goal for visitors was to sign up, we were curious if instead of having the sign up info presented at the bottom of the page, if we could increase conversion by putting the sign up info in the top content block on the page to reduce confusion about what the desired call to action was in order to drive higher name acquisition rates.
Research Question
We believe that communicating the value prop in a more prominent location for homepage visitors will achieve an increase in program sign ups.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.2% | ||
| T1: | Treatment #1 | 5.7% | 154.9% | 99.9% |
This experiment has a required sample size of 249 in order to be valid. Since the experiment had a total sample size of 1,408, 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
× 154.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found after running the experiment for a week, was that the treatment with the value proposition and call to action placed at the top of the page increased email acquisition rate by 154.9% with 99% level of confidence. We believe this is because we moved the content block promoting and communicating the value of the extremely high-value free coursework which serves as the main driver of name acquisition for LP from being buried at the very bottom of the page where visitors had to hunt for the information. We made it easier immediately upon arrival to understand what the desired action was by removing confusion and friction: were visitors supposed to watch a video? explore programs and new episodes? make a gift? These were all options on the page that had varying weights assigned by their placement and level of which they were featured on the site. When we gave visitors a clear entry point at the top of the page and communicated the WHY, we found that more visitors took the intended action to sign up. Going forward, we will roll out the treatment design in order to improve the visibility of Little Patriots coursework while reducing friction and improving UX in an effort to increase name acquisition rates to make better use of the paid advertising dollars being spent to drive traffic to the site.