How adding a signer on a landing page affects conversion rate
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Timeframe: 10/02/2017 - 10/24/2017
The Missionary Oblates were offering a free 7-day prayer guide. They wanted to test having the page “signed” by Fr. John to see if his name added a level of trust or expertise to the offer. All other copy was kept the same.
Research Question
Does having a signer on a landing page affect name conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No signature | 28.7% | ||
| T1: | Signed by Fr. John | 27.0% | -5.7% | 99.1% |
This experiment has a required sample size of 5,717 in order to be valid. Since the experiment had a total sample size of 20,159, 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
× 5.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment resulted in a 5% decrease in conversion rate. Having Fr. John sign the page could have resulted in unnecessary friction for people reading the page due to the placement of the signature. Instead of looking at the call to action directly below it, they were looking at the signature, and this could have diverted their eyes and attention from what was important on the page.