How the placement of an offer on article pages impacts conversion Experiment ID: #7995

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Timeframe: 11/14/2017 - 11/30/2017

Focus on the Family gets a high volume of traffic on their article pages. In a previous experiment, we tested putting an offer (content or donation) on the article pages to convert that traffic into names and potentially donors for the organization. The content offer was highly successful. For this experiment we built upon those learnings and hypothesized that the placement of the offer may have an impact on conversion. Would an offer in the middle of the page or at the end of the article convert more site visitors? We split the traffic coming to the page to test this and find out.

Research Question

Within an article, where is the best placement for an offer to increase conversion?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Middle of the Article
T1: End of the Article

Results

Treatment Name Click Rate Relative Difference Confidence
C: Middle of the Article 2.2%
T1: End of the Article 4.4% 101.2% 100.0%

This experiment has a required sample size of 498 in order to be valid. Since the experiment had a total sample size of 366,818, 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:

    101.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

By placing the offer at the end of the article, we were able to increase conversion by 101%! This tells us a couple of things:

1. Placement off an offer on a page matters significantly
2. People are more highly motivated to want/get the offer after they have experienced the full value of the content on the page. The offer acts as a natural next step in the mind of the end-user.

Now that we know where to place offers within article pages to get the highest conversion, we recommend testing the kind of offer we present in that space.


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Experiment Documented by...

Courtney Gaines

Courtney 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.