How the delivery method of a content offer affects conversion rate Experiment ID: #8718

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: 3/8/2018

National Breast Cancer Foundation was trying to increase conversion on their 3 Steps to Early Detection offer by testing if the delivery method of an exit intent vs. an inline form on the page would convert more people. The inline form converts hundreds of people per week.

Research Question

Does offering a content offer as an exit intent increase conversion more than an inline form?

Design

C: Inline Form
T1: Exit Intent

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Inline Form 2.3%
T1: Exit Intent 0.71% -69.1% 99.9%

This experiment has a required sample size of 442 in order to be valid. Since the experiment had a total sample size of 2,708, 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
× 69.1% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The inline form already had a very high conversion rate, so adding the exit intent decreased conversion by 69%. This is likely because the exit intent pops up as people have already read the page and got the information they needed, so they are in the process of leaving the site, instead of seeing the offer at the top of the page as soon as they get there.


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.