How increasing the force of the value proposition affects email acquisition Experiment ID: #8489

Leadership Institute

Experiment Summary

Timeframe: 11/14/2017 - 2/6/2018

CampusReform, an initiative of the Leadership Institute, garnered significant traffic to their content based on the timeliness and relevancy of their content. However, the majority of the traffic did not convert into email addresses for ongoing cultivation.

Their team looked at the email subscription form and noticed several elements that could be optimized. The headline said exactly what the offer was: “Newsletter”, rather than a compelling value proposition. The supporting copy told them nothing about what they were going to get. There were social share icons in between the supporting copy and the form itself. And finally, the button copy was placed on a red background—which connotes fear or “stop”.

They created a treatment with a new headline which reflected a possible motivation of the reader (“Stay Informed”), copy that told them what they would receive when signing up, removed the social share icons, and turned the button from red to green, a color commonly connoted with “acceptance” and “go”.

They launched an A/B test to determine a winner.

Research Question

Will increasing the force of the value proposition increase email acquisition rate?


C: Control
T1: Treatment 1


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.04%
T1: Treatment 1 0.06% 27.9% 99.9%

This experiment has a required sample size of 261,203 in order to be valid. Since the experiment had a total sample size of 1,513,445, 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
× 27.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment, with the four significant changes designed to intensify the force of the value proposition and reduce friction, increased email acquisition by 28%.

Because of the traffic to, this has a significant opportunity to increase the number of emails acquired. However, the placement of the email acquisition offer might be affecting how many people even see the offer. Future testing should place this email acquisition form inline into the copy, especially for mobile users who don’t see the sidebar.

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Experiment Documented by...

Jeff Giddens

Jeff is a Senior Vice President 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.