How the placement of a content offer on blog article pages impacts email sign up
Care Net
Experiment Summary
Timeframe: 10/10/2023 - 10/30/2023
Care Net has typically run what we call a “dear reader” style ad at the end of their articles. For example, the reader would be on a blog article page, read the entire article and then after, would be presented with what looks like a continuation of the article but starts with, “Dear reader,” and then presents the content offer to the reader.
We were curious to see how many people weren’t actually scrolling to the bottom of the article and therefore, weren’t seeing the content offer. So we decided to develop a slide out that used the same copy and also included the same image of the eBook, but would be presented to the reader once they scrolled through 50% of the article.
Research Question
We believe that using a slide-out style interrupter to promote an eBook offer on blog article pages will achieve an increase in email acquisition because it will capture the reader’s attention mid-article instead of having to scroll to the bottom.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.42% | 638.1% | 100.0% |
This experiment has a required sample size of 1,378 in order to be valid. Since the experiment had a total sample size of 10,472, 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
× 638.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are:
1. The use of a slide-out interrupter significantly increased the number of emails acquired for all traffic by 638.1% compared to the traditional “dear reader” style ad at the end of the article.
2. The slide-out interrupter was successful in capturing the reader’s attention mid-article, eliminating the need for them to scroll to the bottom to see the content offer.
3. The slide-out interrupter was able to effectively promote the eBook offer, leading to a higher conversion rate.
4. The results of the experiment were statistically significant at a 100.0% level of confidence, indicating a strong likelihood that the treatment was the cause of the increase in email acquisition.
In future experimentation, it is recommended to continue using the slide-out interrupter on blog article pages. This approach has proven to be more effective in capturing the reader’s attention and increasing email acquisition. Additionally, it may be beneficial to test variations in the timing or design of the interrupter to optimize its effectiveness further. Furthermore, considering the success of the interrupter in promoting the eBook offer, it could be applied to other content offers or calls to action on the website to improve conversion rates.