American Cornerstone Institute

How using priming language on a landing page affects email conversions

Experiment ID: #168248

American Cornerstone Institute

Experiment Summary

Timeframe: 01/18/2024 - 01/26/2024

Hillsdale College is offering a free video series on “The Inklings” through paid Facebook advertising. They wanted to test how using the psychological concept “priming” would affect email conversion on the page to sign up to get the video series. On the treatment page, the priming language helps associate the video series with positive emotions and a sense of warmth like the Inklings experienced when they were discussing literature and theology.

Research Question

We believe the treatment page using “priming” will increase the email sign-up rate for the video series because it primes visitors to associate positive emotions and a sense of warmth with ‘The Inklings’ and the video series, making them more inclined to take action by signing up for access.

Design

C: Control
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T1: Variation 1
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[thumb_372-width] => 372 [thumb_372-height] => 507 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-458x625.png [single_post_thumbnail-width] => 458 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-23x32.png [thumb_32_32-width] => 23 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-35x48.png [thumb_48_48-width] => 35 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-47x64.png [thumb_64_64-width] => 47 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-94x128.png [thumb_128_128-width] => 94 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-49x67.png [thumb_122_67-width] => 49 [thumb_122_67-height] => 67 [thumb_153_153] => 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[thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-338x461.png [thumb_372_461-width] => 338 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-367x500.png [thumb_372_500-width] => 367 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-198x270.png [thumb_385_270-width] => 198 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-177x241.png [thumb_416_241-width] => 177 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-301x410.png [thumb_448_410-width] => 301 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-26.png [thumb_448_410_retina-width] => 534 [thumb_448_410_retina-height] => 728 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-280x382.png [thumb_574_382-width] => 280 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-26-290x395.png [thumb_776_395-width] => 290 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-26.png [gform-image-choice-sm-width] => 220 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-26.png [gform-image-choice-md-width] => 293 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-26.png [gform-image-choice-lg-width] => 440 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 7.3% $39.60
T1: Variation 1 9.5% 29.6% 83.4% $52.46

This experiment has a required sample size of 1,265 in order to be valid. Since the experiment had a total sample size of 1,268, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that the treatment page using "priming" actually resulted in a decrease in email sign-up rate for the video series. This means that the hypothesis that priming visitors with positive emotions and a sense of warmth would increase their likelihood of signing up for access was incorrect.

In future experimentation, it is important to consider the potential impact of priming on the desired outcome. While priming can be a powerful psychological tool, it is not always effective in achieving the desired results. This experiment suggests that in this particular case, priming may have had a negative effect on the decision to sign up for the video series.

Therefore, it would be beneficial to explore other strategies and messaging techniques that could potentially increase email acquisition. This could involve testing different types of language, imagery, or incentives to better appeal to the target audience. Additionally, conducting further research to gain a deeper understanding of the target audience's motivations and preferences could also inform future experimentation and optimize the conversion rate.


Experiment Documented by NextAfter

Question about experiment #168248

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.