How creating a radical redesign of an acquisition page can impact conversion Experiment ID: #8906
Timeframe: 4/9/2018 - 4/29/2018
Boys Town offers a free email series for parents with Tweens. We hypothesized that there were significant points of friction on the page and that by developing a page that was more simplified we might be able to increase email acquisition on the page. We developed a treatment that removed all navigation, the made the hero image smaller and inline with the copy and stripped out all other design on the page.
Would a simplified acquisition page increase email conversion?
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
This experiment has a required sample size of 1,940 in order to be valid. Since the experiment had a total sample size of 14,584, 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
× 11.2% increase in conversion rate
× 0% increase in average gift
The treatment acquisition page increased email conversion by 11%! We simplified the page by removing elements of friction that were preventing people from signing up for the offer. This radical change in layout and design increased conversion.