How emotive landing page copy impacts email acquisition rate Experiment ID: #7048
Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.
Timeframe: 7/10/2017 - 7/31/2017
Hillsdale College previously found that using an emotive headline on their American Heritage course signup page increased email acquisition by 168%. This success taught a valuable lesson about landing page headlines: It is better to orient the language around what the course does for the user, rather than a particular belief. They were curious if the same principle applied to landing page copy below the headline. They created a treatment and launched a test to find out.
Will emotive landing page copy increase email acquisition?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
This experiment has a required sample size of 1,645 in order to be valid. Since the experiment had a total sample size of 3,395, 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
× 13.5% increase in conversion rate
× 0% increase in average gift
Hillsdale College saw a 13.5% increase in email acquisition on the treatment page containing emotive language. This indicates that these viewers were more receptive to the direct copy that (1) addressed the opposition and (2) directly pulled the viewer to the “good guys” side. It’s evident that this approach was more effective than simply providing course information in the body copy of the landing page. It also shows that it is better to focus on the why rather than the what of the course once the reader has committed to reading further than the headline.
It should be noted that this was not a true A/B test, since there was a slight variation in the headline copy. However, it does suggest that a strong language in the body copy explaining why an offer is important will increase the motivation of the page viewer more than a description of the offer will.