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.

Experiment Summary

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.

Research Question

Does simplifying the process of submitting a story increase conversion rate?

Design

C: Control
T1: Radical Redesign

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 3.2%
T1: Radical Redesign 2.5% -22.1% 90.0%

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.

Key Learnings

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.


Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.