How a more tactical and specific headline affects conversion rate Experiment ID: #8451


Experiment Summary

Ended On: 1/30/2018

In this experiment, we had recently updated our landing page template and wanted to launch new slide-out offers on our site. For the control, we used a a headline that was broadly focused on growing your email acquisition. For the treatment, we used a headline that was a lot more tactical and specific.

Research Question

Will a more tactical and specific headline increase conversions?


C: Grow Your Email Acquisition
T1: 13 Proven Ways


Treatment Name Conv. Rate Relative Difference Confidence
C: Grow Your Email Acquisition 2.8%
T1: 13 Proven Ways 5.8% 103.7% 97.3%

This experiment has a required sample size of 366 in order to be valid. Since the experiment had a total sample size of 923, 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
× 103.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

By writing a headline that was more focused on the specific content and was more tactical in nature, we saw a 103.7% increase in emails acquired. This will help shape how we write headlines for offers in the future – by focusing on the specific and practical ways to make changes, rather than growth in general.

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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.