How adding a preview of the content in an offer affects name conversion rate Experiment ID: #8567

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

Ended On: 2/23/2018

National Breast Cancer Foundation was offering free weekly healthy living tips as an acquisition offer. They wanted to test whether adding an example of the tips one might receive each week would increase conversion rate on the landing page. The rest of the page remained the same.

Research Question

Does adding an example of content in an offer increase conversion rate?

Design

C: Without tip example
T1: With tip example

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Without tip example 50.2%
T1: With tip example 39.2% -21.8% 99.4%

This experiment has a required sample size of 159 in order to be valid. Since the experiment had a total sample size of 616, 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
× 21.8% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The addition of the tip decreased conversion by 22%. This could be due to added friction on an already high-converting page. The addition of more text did not add to the value of the landing page, so it distracted people from downloading.


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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.