How visually setting off an acquisition offer in an article impacts conversion Experiment ID: #9372

Care Net

Experiment Summary

Timeframe: 7/25/2018 - 8/13/2018

On the Care Net blog, at the end of the articles, they offer people the opportunity to sign a ledge and get enrolled in a free online course. When looking at the blog/article page, we hypothesized that the content offer was getting lost within the article from from the other content at the end of the article (blog comments, sharing, etc.). To test this, we proposed setting off the content offer visually by putting a small box around it. The content and copy of the offer didn’t change at all, we simply just set it apart within the article.

Research Question

Would visually setting apart the content offer within the article increase email conversion?

Design

C: Control
T1: Colored Border / Darker Copy

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 13.5%
T1: Colored Border / Darker Copy 18.4% 35.8% 100.0%

This experiment has a required sample size of 441 in order to be valid. Since the experiment had a total sample size of 3,812, 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
× 35.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

By setting off the content offer from the other content within the article, we were able to increase email acquisition by 36%. Through previous testing we found that just putting a content offer at the end of an article we can acquire a significant amount of names. But now we know that when we visually set that content offer apart we can increase that conversion even more. The content offer was getting lost before. But when we put the box around it, we were able to visually grab people’s attention and capture more emails with the offer.


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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.