How using value focused language impacts email conversion on a pop-up
Save the Children
Experiment Summary
Timeframe: 02/02/2021 - 02/12/2021
Save the Children uses a forced pop-up on their website to acquire email addresses. The pop-up copy and functionality has remained the same for awhile as continued testing hasn’t been successful in improving conversion. Through this continued testing we have seen that the motivation of people converting is pretty high and that expanded value proposition does not help increase conversion, nor does a different trigger for the pop-up. Knowing this, we hypothesized that simple, value focused language might help increase conversion. To test this, we developed a treatment that said, “Get updates and stay connected”.
Research Question
Will value focused copy increase conversion on the forced pop-up?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.3% | ||
| T1: | Value focused copy | 2.1% | -6.7% | 77.3% |
This experiment has a required sample size of 71,749 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
While we weren't able to validate the results, there was no positive lift and we saw more of a negative impact than improvement. These results were consistent on mobile and desktop devices. Value focused language does not increase motivation and conversion. These results reinforce what we have learned about this audience in that they are very transactional. Continued testing is needed to press into this insight and see what levers can be pulled to improve conversion.