How a single click affects email acquisition rate
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
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | |
---|---|---|---|---|
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.
Question about experiment #5481
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