How expanding the value proposition copy to an inline article ad impacts conversion rate Experiment ID: #9307

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Timeframe: 7/6/2018 - 7/24/2018

Focus on the Family provides a program called Hope Restored for people who are looking for marriage intensive programs to help restore their marriage. For specific marriage related articles on the Focus on the Family website, there are inline article ads that feature Hope Restored in an effort to get people to the Hope Restored website and fill out the information form for the program. We hypothesized that the ads could potentially convert more people if we strengthened the value proposition to communicate to the needs of the end user. To do this, we changed the headline, body copy and call-to-action of the ad to be more value focused rather than organization focused.

Research Question

Would a stronger value proposition increase conversion?


C: Original
T1: Variation #1


Treatment Name Click Rate Relative Difference Confidence
C: Original 1.9%
T1: Variation #1 7.2% 269.0% 100.0%

This experiment has a required sample size of 123 in order to be valid. Since the experiment had a total sample size of 65,154, 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:

    269.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The value focused messaging increased clicks from the inline article ad by 269%! We were able to significantly increase the amount of people getting to the Hope Restored website by using messaging that was user-focused instead of program focused. The control focused on what Hope Restored is and the treatment connected with the issue that people were experiencing and then provided a solution for them.

While this significant increase in clicks is encouraging, our ultimate goal is to increase form submissions and calls for the program. We weren’t able to validate off of submissions or calls, but saw a slight increase in submissions from the treatment, yet a decrease in calls from it. What this tells us is that there is significant optimization that can be done once a person reaches the Hope Restored website – especially since we now know that we can increase the volume of people getting to it.

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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.