How adding value prop in the call-to-action affects name conversion rate Experiment ID: #8528

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

Timeframe: 11/1/2017 - 1/12/2018

National Breast Cancer Foundation was trying to increase conversion rate on their Bra Fit Guide offer, and wanted to test if reiterating the value of the offer in the call to action increased conversion rate. The rest of the page remained the same.

Research Question

Does adding value proposition copy in the call to action increase name conversion rate?

Design

C: No Value Prop in CTA
T1: Value Prop in CTA

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: No Value Prop in CTA 49.8%
T1: Value Prop in CTA 44.1% -11.3% 99.5%

This experiment has a required sample size of 600 in order to be valid. Since the experiment had a total sample size of 2,442, 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
× 11.3% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment copy decreased name conversion by 11%. Because the conversion rate was already so high on this page (50%), people who get here are already highly motivated and don’t need additional convincing to download. Therefore, any additional friction is a deterrent.


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.