How shortening the funnel impacted email acquisition Experiment ID: #8752

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 3/13/2018 - 3/20/2018

Through a series of experiments, we had found that the Statement of Belief offer related to Alliance Defending Freedom’s upcoming case of NIFLA v. Becerra was highly appealing for their audience. Historically, we had linked to a landing page with the email acquisition offer on it. With the roll out of their new email platform, we now had the ability to embed the forms directly on the ads themselves. We wanted to see the kind of impact these would have.

We decided to test this new tactic on the mobile version of the blog. It is worth noting that since we were removing the landing page from the process, we needed to move the actual Statement of Belief copy to the ad which dramatically lengthened the offer.

Research Question

Will shortening the funnel and embedding the form directly on the blog increase email acquisition?


T1: NIFLA Form


Treatment Name Conv. Rate Relative Difference Confidence
C: NIFLA SOB 0.33%
T1: NIFLA Form 2.3% 607.7% 100.0%

This experiment has a required sample size of 251 in order to be valid. Since the experiment had a total sample size of 23,616, 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
× 607.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

We found that the embedded statement of belief increased email acquisition by 608%. The initial concern with the treatment was that including the form on the page required additional copy and significantly lengthened the “ad.” However, it turns out that reducing the friction associated with a multiple step funnel significantly outweighed the friction associated with the longer copy.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.