How a more Scripture-focused value proposition impact conversion. Experiment ID: #8459

Care Net

Experiment Summary

Timeframe: 1/16/2018 - 2/1/2018

During the Christmas season, Care Net offered an Advent offer that performed really well as an acquisition offer. This was attributed to offering people relevant content that faith-based. With this learning in mind, they launched a similar offer in preparation for Lent that was a Lenten devotional. Because they know that faith-based resources appeal to new names coming on file, they hypothesized emphasizing this aspect on the acquisition page might increase conversion.

Research Question

Does a more Scripture-focused value proposition on an acquisition page motivate more people to get the offer?

Design

C: Control
T1: Scripture focused copy

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 42.0%
T1: Scripture focused copy 36.7% -12.5% 100.0%

This experiment has a required sample size of 662 in order to be valid. Since the experiment had a total sample size of 4,959, 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
× 12.5% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment version decreased conversion by 13%. People were more motivated to get the content offer with a shorter value proposition on the page that combined more topically-focused content about Lent in the body copy and aligned better with the content of the offer.


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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.