How adding evidentials to an acquisition page impacts conversion Experiment ID: #9081

Boys Town

Experiment Summary

Timeframe: 5/22/2018 - 6/14/2018

Boys Town offers a free email series about how to discipline tweens. This email series has been an offer they have used for a while and have very positive feedback from people who have received the series. In an effort to increase conversion, they hypothesized that adding some of the testimonials they have received from people to the body of the acquisition page might give it more credibility and provide evidentials to why a person should get the offer.

Research Question

Would adding evidentials to the page increase email acquisition?

Design

C: Control
T1: With Evidentials

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 30.2%
T1: With Evidentials 28.3% -6.3% 98.9%

This experiment has a required sample size of 4,359 in order to be valid. Since the experiment had a total sample size of 14,500, 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
× 6.3% decrease in conversion rate
× 0% increase in average gift

Key Learnings

When we added evidentials to the acquisition page, it actually decreased name conversion by 6%. Instead of reinforcing the value proposition, the additional copy on the page created friction to the acquisition process. This is especially true on mobile. A large percentage of users on this page are on their mobile. The evidentials made the page even longer and a poor user experience.


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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.