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What happens when we present an email sign up opportunity higher on the page?

Experiment ID: #196809

Moody Radio

Experiment Summary

Ended On: 04/25/2025

Today in the Word is a ministry that offers daily devotionals delivered right to your email.

When looking at the Today in the Word site, we noticed that the only sign up for receive emails was in the footer. There is a CTA right below the hero image, but it was very small and easily to miss. With the main goal of this site being to get email address, we wondered what would happen if we made that CTA bigger and easier to fill out right on the page.

This test only showed on the homepage for new visitors

Research Question

We believe that making the email CTA bigger and easier to fill out for the homepage will achieve more emails acquired because it’s more visible .

Design

C: Control
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T1: Treatment 1
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/fbfc1598_1745592900726_screencapture-todayintheword-org-2025-04-25-09_53_55.png [gform-image-choice-sm-width] => 118 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/fbfc1598_1745592900726_screencapture-todayintheword-org-2025-04-25-09_53_55.png [gform-image-choice-md-width] => 158 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/fbfc1598_1745592900726_screencapture-todayintheword-org-2025-04-25-09_53_55.png [gform-image-choice-lg-width] => 237 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.64%
T1: Treatment 1 1.3% 108.6% 100.0%

This experiment has a required sample size of 1,566 in order to be valid. Since the experiment had a total sample size of 11,006, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 108.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

Key learnings from this experiment include: 1. **Visibility is crucial**: By making the email CTA bigger and easier to fill out on the homepage, there was a significant increase in email acquisitions. This indicates that visibility plays a key role in encouraging visitors to take action. 2. **Simplify the process**: Making it easier for users to sign up for emails directly on the homepage likely reduced friction and made it more convenient for them to engage with the content. 3. **Data-driven decisions**: The significant increase in email acquisitions and the high level of statistical confidence in the results emphasize the importance of data-driven decision-making in optimizing website performance. Moving forward, these learnings can be applied in future experimentation by: 1. **Prioritizing visibility**: Ensuring that important CTAs or conversion points are prominently displayed on the website to attract the attention of visitors and encourage action. 2. **Continuing to simplify**: Streamlining the user experience by simplifying processes such as email sign-ups can lead to higher engagement and conversion rates. 3. **Testing and iterating**: Building on the success of this experiment, it's important to continue testing variations to further optimize the website for conversions and user engagement. Regular experiments and A/B testing can help in refining strategies based on user behavior and preferences.

Experiment Documented by NextAfter

Question about experiment #196809

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