How the stories told on a landing page affects name acquisition
Global Volunteer Network
Experiment Summary
Timeframe: 09/26/2012 - 10/03/2012
The Global Volunteer Network was looking for a way to acquire more applications for their volunteer program. The existing landing page focused on the experience the volunteers would go through and how it would transform their lives. We wanted to discover what motivated volunteers to sign up so we created a new treatment that talked about the impact they would have on others instead of what volunteering would do for them.
Research Question
Given the altruistic nature of volunteers, focusing on the impact they will have on others will appeal more to visitors than the impact the volunteering will have on them. As a result, this new treatment will increase the number of names acquired.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Stories of Volunteers | 2.8% | ||
| T1: | Stories of Need | 3.5% | 22.0% | 56.0% |
This experiment has a required sample size of 6,009 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
We did not reach the required sample size or a statistical level of confidence in the time that this test ran. While it would appear that talking about the impact they would have on others increased conversions, the lift was not significant enough to be valid. We would recommend further testing of the idea before rolling it out across the site.