How adding value to a homepage newsletter signup offer affects conversion Experiment ID: #1621

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 5/21/2015 - 7/6/2015

The homepage of Alliance Defending Freedom (ADF) receives ~12,000 unique visitors each month and serves as the entry point to a wide variety of content hosted throughout the site.  In addition to the content that is rotated regularly, there is a newsletter sign up form found midway down the page. This form received submissions for less than 1% of the overall page traffic. This low conversion rate indicated a significant opportunity for optimization.

In order to boost email subscriptions, we decided to test out new language on the form to enhance the perceived value of the offer. The hypothesis was that if we can clearly communicate the value proposition associated with subscribing to ADF emails, we can increase the overall acquisition rate of the page.

Research Question

Which newsletter sign up offer will increase the number of emails acquired on the homepage?


C: Original Treatment
T1: Added Value Prop Language


Treatment Name Conv. Rate Relative Difference Confidence
C: Original Treatment 0.87%
T1: Added Value Prop Language 1.3% 44.1% 99.7%

This experiment has a required sample size of 5,471 in order to be valid. Since the experiment had a total sample size of 25,312, 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
× 44.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

The new treatment was able to catch the visitor’s attention by using the headline to state what they would receive instead of the action they would have to take.  Additionally, the new treatment added copy that specifically identified what they would receive and why it was valuable.  These modifications combined to increase email acquisition by 44%.

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Related Experiments

This experiment is part of a series of experiments aimed at improving overall results. Take a look at some of the other iterations:

Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.