How will just adding the calls-to-action affect donations and email acquisition
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: 10/23/2015 - 10/28/2015
The Alliance Defending Freedom blog receives high volumes of traffic each day, largely from social media. We wanted to find ways to motivate this audience to take one of two actions: either subscribe to the newsletter or make a donation.
There is a component found on many other areas of the website that gives both of these options but it was not available on the blog. As the first experiment to increase either of these two behaviors, we decided to simply put this widget at the bottom of the page to see if that lifts either the number of donations made or email addresses acquired.
Research Question
Will adding the email capture and donation button to the page increase the number of people taking one of those two actions?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Calls to Action | 0.00% | ||
| T1: | Calls to Action at the Bottom | 0.00% | 0.0% | 0.0% |
This experiment has a required sample size of 1 in order to be valid. Since the experiment had a total sample size of 9,287, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Just adding the calls to action to the bottom of the screen did not inspire the blog readers to do either of the two actions. In future experiments, we need to find ways to contextualize the calls-to-action so it fits within the content of the blog and we need to emphasize a primary CTA to make the desired action clear to the ready.