KCBI
Statement vs Question on a pop-up offer
Experiment ID: #26099
KCBI
Experiment Summary
Ended On: 12/03/2019
Upon launching a new acquisition offer (in this case an eBook) we wanted to see what kind of language on a pop-up could generate more leads. Would a question to the reader pique more interest and lead to more conversions?
The test only ran for a week and therefore did not validate. However within the time frame we saw the treatment (question language) had a slight drop with a conversion rate of -9.6%.
Research Question
Design
C: Statement Headline
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-50x23.jpg
[admin-width] => 50
[admin-height] => 23
[full] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[full-width] => 618
[full-height] => 287
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-372x173.jpg
[thumb_372-width] => 372
[thumb_372-height] => 173
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[single_post_thumbnail-width] => 618
[single_post_thumbnail-height] => 287
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-48x22.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-64x30.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 30
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-128x59.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 59
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-122x57.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 57
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-153x71.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 71
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-130x60.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 60
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-232x108.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 108
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-544x253.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 253
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-271x126.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 126
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-271x126.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 126
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-272x126.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 126
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-372x173.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 173
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-372x173.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 173
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-385x179.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 179
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-416x193.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 193
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-448x208.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 208
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[thumb_448_410_retina-width] => 618
[thumb_448_410_retina-height] => 287
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5-574x267.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 267
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[thumb_776_395-width] => 618
[thumb_776_395-height] => 287
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 139
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 186
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Question_Headline-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 279
)
)
)
Results
This experiment has a required sample size of
8,692 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 learned that asking a question in a pop-up offer lead to a -9.6% drop in conversion rate. Because the experiment only ran for a week and had a small sample size, this experiment is worth testing again in a situation where we know we can have it validate.