How cutting through the clutter with a content offer can impact name conversion. Experiment ID: #9027

EWTN

Experiment Summary

Timeframe: 4/26/2018 - 5/17/2018

The National Catholic Register gets significant traffic to their website and there wasn’t a great method to acquire names from their homepage. In an effort to increase name conversion on this page, we hypothesized that putting an exit-intent offer on the page might increase the names acquired from the website. To do this, we developed a treatment that displayed a pop-up on the website with the opportunity to sign up for NCR’s newsletter just as a person was about to leave the page. We tested this on desktop and did a similar method on mobile by using a slide-out banner.

Research Question

Would an exit-intent and slide-out offer increase name conversion from the NCR homepage?

Design

C: Control
T1: Exit Intent

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.09% $0.00
T1: Exit Intent 0.13% 47.9% 95.9% $0.00

This experiment has a required sample size of 47,910 in order to be valid. Since the experiment had a total sample size of 103,481, 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
× 47.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

By using an exit-intent pop-up (desktop only) on the NCR homepage, we were able to increase name acquisition conversion by 48%. Even more, when we presented the newsletter offer on a mobile device through a slide-out banner, we increased name conversion by over 3900%.

People come to the NCR website to get and read content. By using an exit-intent and slide-out banner, we were able to cut through all of the other content and clutter on the page and and acquire their emails by presenting them with a specific resource/content offer. This only confirms that people are hungry for the content from this website and we need to further test additional delivery methods and kinds of content offers.


Share this research with a colleague

Our mission is to help elevate the field of fundraising by openly sharing our research and inspiring a wider community of testing and optimization. If you have found our research to be helpful, insightful, or even just interesting—please share it with a fellow fundraiser.






Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.