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.
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.
Which newsletter sign up offer will increase the number of emails acquired on the homepage?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|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
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%.