How a value-focused call-to-action impacts email conversion on a landing page Experiment ID: #9135

Boys Town

Experiment Summary

Ended On: 6/28/2018

Boys Town offers free parenting email series for people. One of these series is about teen discipline. The series have a high appeal and perform really well, but we hypothesized that we might be able to increase name conversion by using a value-focused call-to-action before a person filled out the form to get the offer. The control call-to-action said, “Get your first lesson today by telling us where we can send it.” The treatment said, “Learn how to understand your teen better and discipline more effectively. Get started by telling us where to send your free Teen Discipline series.”

Research Question

Which call-to-action would increase name conversion?

Design

C: Not value-focused
T1: Value-focused call-to-action

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Not value-focused 36.5%
T1: Value-focused call-to-action 38.3% 4.7% 95.1%

This experiment has a required sample size of 6,043 in order to be valid. Since the experiment had a total sample size of 12,242, 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
× 4.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The value-focused headline increased name conversion by 4.7%! What this tells us is that by adding a value-focused CTA, we are able to increase motivation of the end-reader by reinforcing the value proposition. This subtle reinforcement in the copy and CTA can have a significant impact if applied across other acquisition offers.


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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.