How the way a name acquisition offer is presented impacts conversion rate
Experiment ID: #6199
Live Action
Experiment Summary
Timeframe: 01/20/2017 - 02/19/2017
Live Action developed a petition for people to sign to Defund Planned Parenthood. With the recent political climate and conversation around this topic, they wanted to really push this petition and did so through multiple channels. One of those channels was their website. They had a pop-down feature at the top of their site that asked people if they wanted to sign the petition. They hypothesized that they might be able to get more signatures if they had a pop-up modal on their site. They developed a treatment with this modal and tested it against the pop-down feature.
Research Question
Which acquisition feature would acquire more names?
Design
C: Pop-down
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T1: Pop-up modal
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Pop-down | 1.1% | ||
| T1: | Pop-up modal | 1.2% | 11.7% | 91.1% |
This experiment has a required sample size of 53,547 in order to be valid. Since the experiment had a total sample size of 80,410, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The pop-up modal increased petition signers by 11%. While the results did not reach the 95% validity that we would like to reach, it did reach 91% which is enough for us to draw insights and push out the treatment as the winning version.
The increase in petition signers and names with the pop-up modal can be attributed to it being more disruptive to the end-user’s experience on the page than the pop-down feature. This disruption puts the offer right in front of the person with no other elements buying for their attention.
Additional testing is recommended for this name acquisition opportunity to see if we can increase the conversion rate even more drastically.