How offering something with a higher perceived value impacts name acquisition Experiment ID: #8546
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Ended On: 2/21/2018
FamilyLife wanted to take advantage of the traffic to their homepage for name acquisition. In order to increase conversion on the subscribe button at the top of their page, they tested offering the free online course instead of a general subscribe button. In both instances, the person was taken to a page to complete their email signup or course registration (depending on if they saw the control or the treatment) once they clicked the button. Design elements remained the same.
Does offering something of value in a sticky bar increase email acquisition over a general subscribe header?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|T1:||I Still Do Offer||0.25%||47.2%||99.3%|
This experiment has a required sample size of 25,273 in order to be valid. Since the experiment had a total sample size of 96,120, 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
× 47.2% increase in conversion rate
× 0% increase in average gift
Offering the online course in the header increased acquisition by 47%. By offering the online course, we not only offered people something with a higher perceived value, but the copy brought clarity to what the offer was. These two factors increased the appeal of the offer and as a result more people were motivated to convert and get the offer.