How a radically redesigned acquisition page affects conversion rate Experiment ID: #7975
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.
Timeframe: 10/1/2017 - 10/31/2017
National Breast Cancer Foundation was running their BCAM campaign and wanted to test a redesign of their Snapshots of Hope acquisition page, which asked for stories from survivors or family members of people with breast cancer.
Does simplifying the process of submitting a story increase conversion rate?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
This experiment has a required sample size of 4,301 in order to be valid. Since the experiment had a total sample size of 5,999, and the level of confidence is not above 95% the experiment results are not valid.
The redesigned page produced a 22% decrease in conversion rate. It’s possible that the removal of the 3-step process produced anxiety in the mind of the submitter or confusion on the process and requirements.