How adding evidentials to an acquisition page impacts conversion
Boys Town
Experiment Summary
Timeframe: 05/22/2018 - 06/14/2018
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
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.