How a soft call-to-action affected a social media audience’s conversion
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: 10/28/2015 - 11/02/2015
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.
In a previous experiment, we discovered that just placing the calls-to-action onto the blog posts wasn’t enough to convince people to take a specific action. For our next iteration of this test, we decided to try testing out adding some value proposition language around the desired actions. We also softened the buttons so that they would communicate value to the visitors.
Research Question
Will adding value proposition language to the calls-to-action at the bottom of the page increase the likelihood of a visitor giving their email or making a gift?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Calls to Action | 0.00% | ||
| T1: | Softer Calls to Action | 0.04% | 100.0% | 91.7% |
This experiment has a required sample size of 9,976 in order to be valid. Since the experiment had a total sample size of 15,816, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This new treatment was able to succeed where the last experiment failed. We were able to acquire email addresses by implementing a name acquisition device on the page with accompanying value proposition language. That said, a 0.04% email conversion rate is certainly not breaking any records but it gives us a new starting point. This will allow us to continue to iterate and improve the email acquisition rate.