How a radical redesign on an acquisition increased subscriptions. Experiment ID: #9436

EWTN

Experiment Summary

Timeframe: 7/2/2018 - 9/8/2018

The National Catholic Register offers a free trial offer to their circulation – a physical newspaper of the latest news from a Catholic perspective. The free trial offer gives people six free issues over the course of three months. We hypothesized that the original acquisition page had significant points of friction and didn’t communicate the value of the offer very well. We developed a radical redesign that removed the elements of friction and led with value-focused copy from the headline all the way down to the call-to-action. We split the traffic 50/50 and tested the two versions against each other.

Research Question

Would a radical redesign increase conversion?

Design

C: Control
T1: Radical Treatment

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 12.2%
T1: Radical Treatment 14.6% 19.9% 99.6%

This experiment has a required sample size of 1,516 in order to be valid. Since the experiment had a total sample size of 6,581, 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
× 19.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The radical redesign increased trial subscription conversion by 19.9%. This increase in conversion means an additional 77 new subscriptions and a potential of an additional $3465 for the organization. By removing the elements of friction from the page, decreasing a perceived mental cost by shorting the form fields (while keeping all of the same information), and communicating what the benefit was to the end reader by getting a free trial, we strengthen our value proposition and increased motivation for the reader.


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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.