How copy on a popup affects click rate Experiment ID: #7969

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: 10/8/2017 - 10/31/2017

National Breast Cancer Foundation was in the middle of their BCAM campaign and wanted to test the copy on their popup to make donation. The copy tested was originally focused on providing specific services to women in need, whereas the treatment had more general value proposition copy.

Research Question

Does a general value proposition increase clicks on a popup more than a specific value proposition?


C: Specific value proposition
T1: General value proposition


Treatment Name Click Rate Relative Difference Confidence
C: Specific value proposition 5.5%
T1: General value proposition 6.3% 14.6% 100.0%

This experiment has a required sample size of 6,709 in order to be valid. Since the experiment had a total sample size of 221,155, 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:

    14.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

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.