How clarity of the opt-in language impact conversion Experiment ID: #8935

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: 4/3/2018 - 4/30/2018

For Alliance Defending Freedom, their new email acquisition forms contained default opt-in language below the Submit button that was set but their email marketing system. After reviewing the language, we realized that it may be a bit ambiguous which could cause some mental friction for subscribers. We decided to test new opt-in language that would additional clarity on the type of communications they would be receiving.

Research Question

Will additional clarity around the type of communications new subscribers will receiving increase email conversion rate?


C: By submitting this form...
T1: When you sign your name...


Treatment Name Conv. Rate Relative Difference Confidence
C: By submitting this form... 1.6%
T1: When you sign your name... 1.8% 13.1% 96.3%

This experiment has a required sample size of 30,142 in order to be valid. Since the experiment had a total sample size of 68,321, 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
× 13.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

We found that by clarifying the type of communications they would be receiving, we were able to increase email acquisition by 13.1%. By leaving the opt-in language generic, we were allowing prospective subscribers the option of “unsupervised thinking.” Every step of the conversion funnel needs to increase the value and clarity of the offer to increase the chances for conversion.

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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.