How Mission-Specific Content Impacts Clickthrough Rate on a Mobile Slideout
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: 07/14/2017 - 08/25/2017
Alliance Defending Freedom found that the ‘Issues’ slideout increased traffic to the ‘Issues’ portion of the site by 49%. We also found that we were able to direct this traffic without negatively impacting the number of visitors that explored the website or read another article.
This test confirms our hypothesis that we can direct traffic to a desired portion of a site, without decreasing ‘next article’ clickthrough rate. In other words, this test proves that we can funnel visitors directly to the organization’s stated mission and immediately bring clarity to the organization’s value proposition without disrupting their online experience. This test has prompted further desktop-only tests, as well as similar site-specific slideout experiments.
Research Question
Can we increase mobile traffic to the ‘Issues’ section of the site without decreasing ‘next article’ clickthrough rate?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Up Next Slideout | 0.86% | ||
| T1: | Issue Slideout | 1.3% | 49.0% | 100.0% |
This experiment has a required sample size of 4,595 in order to be valid. Since the experiment had a total sample size of 50,376, 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:
49.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Alliance Defending Freedom knows that site visitors who spend more time in the ‘Issues’ section of their site have a better understanding of their mission. Earlier this year, they tested into using a ‘Up Next’ slideout on their blog pages. They wanted to determine if they could direct more traffic to the ‘Issues’ section of their site without decreasing clickthrough rate on their mobile slideout. To test run this test, they created an ‘Issues’ slideout as a treatment to see if they could effectively redirect traffic on mobile browsers.