National Breast Cancer Foundation

How a single click affects email acquisition rate

Experiment ID: #5481

National Breast Cancer Foundation

The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.

Experiment Summary

Timeframe: 10/04/2016 - 10/09/2016

The National Breast Cancer Foundation had released a special eBook, What Every Woman Needs to Know, in honor of Breast Cancer Awareness Month. They had set a goal of getting as many downloads as possible of this eBook during the month of October.

In light of this goal, they had questioned whether they should make their Breast Cancer Awareness Month page the homepage for the month, since this page had a download form directly on the page. Their usual homepage featured the eBook in an image slider, but it required one more click to access the page to get the book.

They decided to put this to the test. They launched an A/B test to see which page acquired more emails—in essence, quantifying the effect of the extra click that the homepage required.

 

Research Question

Will removing an extra click increase email acquisition rate?

Design

C: Original Homepage
T1: BCAM Page

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Original Homepage 1.5%
T1: BCAM Page 2.2%50.2% 99.9%

This experiment has a required sample size of 2,513 in order to be valid. Since the experiment had a total sample size of 14,947, 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
× 50.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The Breast Cancer Awareness Month page, the treatment, produced a 50.2% lift in email acquisition. This showed that introducing one extra element of friction into the process—a single click—had a significant effect on how many emails were acquired from the eBook.

Overall email acquisition was still 2.2%, so more testing was required to further optimize the offer.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #5481

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.