How a redesign and stronger value proposition affects name acquisition rate Experiment ID: #1937

Heritage Action for America

Experiment Summary

Timeframe: 8/18/2015 - 8/28/2015

Heritage Action for America was running a name acquisition campaign to promote the live stream of their 2016 Presidential Forum. They built a landing page that offered “exclusive access”, language that had produced successful results in the past. However, they wondered if they could produce a stronger response by creating a graphical treatment that included the candidates and a value proposition that centered around delivering “the truth”.

Research Question

Will a visual page with a value proposition centered around the core principle of truth convert more visitors than one centered around exclusive access?

Design

C: "Exclusive Access" Value Proposition
T1: "The Truth" Value Proposition

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: "Exclusive Access" Value Proposition 20.0%
T1: "The Truth" Value Proposition 25.8% 28.8% 95.5%

This experiment has a required sample size of 409 in order to be valid. Since the experiment had a total sample size of 852, 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
× 28.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The new value proposition resulted in a 28.8% increase to the number of email addresses acquired for the event. This name acquisition page was part of a larger fundraising campaign to acquire and convert new donors for the organization. This test helped refine the overall messaging of the campaign prior to a full-scale launch to the entire email file.


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Experiment Documented by...

Jeff Giddens

Jeff is the President 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.