How campaign slidedown and slideouts affect email acquisition on the ‘About Us’ page

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: 10/30/2017 - 11/28/2017

Alliance Defending Freedom recently documented an experiment that showed a huge increase in email acquisition rate by using campaign slidedowns and slideouts on their blog pages. They wondered: Will the same campaign elements also increase email acquisition rate on the ‘About Us’ page? They launched an A/B test to find out.

Research Question

Will a campaign-specific slidedown and slideout increase email acquisition rate on the ‘About Us’ page?

Design

C: No Interrupters

T1: Email Interrupters

T2: Donation Interrupters

Results

This experiment has a required sample size of 516 in order to be valid. Since the experiment had a total sample size of 13,372, 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
× 523.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

Alliance Defending Freedom found that these campaign elements also increased email acquisition rate on the ‘About Us’ page, showing a 523% lift in conversion.  It’s clear that these campaign-specific slidedowns and slideouts were also relevant to visitors of the ‘About Us’ page, though not quite to the same extent as blog visitors. It’s likely that these visitors are higher up in the marketing funnel and, thus, are still in the discovery phase, whereas most blog visitors are actively consuming content they like.

This test reinforces that, when used purposefully, campaign slidedowns and slideouts can be an effective conversion tool for the marketer.