How a more tactical and specific headline affects conversion rate
NextAfter
Experiment Summary
Ended On: 01/30/2018
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?
Design
Results
| 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.