How an end-of-article course signup opportunity affects conversion rate on a blog page Experiment ID: #9527

Heartlight Ministries

Heartlight provides a safe haven of hope for 56 struggling teens at our residential counseling center located in Longview, Texas. Our atmosphere of relationships creates an arena of change for teens and parents lost in a broken world. And second, Heartlight offers help and direction for parents of all teens through our Parenting Today’s Teens radio program, our books, parenting resources, and seminars and conferences….all dedicated to offering effective and practical ways for parents to counter the influence today’s culture is having on their child.

Experiment Summary

Timeframe: 9/12/2018 - 10/18/2018

Heartlight Ministries has a good amount of traffic that runs to their blog for parenting content and podcast links, so they wanted to test adding an opportunity to engage through an online course signup opportunity to the end of each blog post. This particular opportunity offered the Tough Guys and Drama Queens online course.

Research Question

Does offering people an opportunity to engage at the end of a blog article increase conversion rate on a blog post page?

Design

C: Control
T1: Course Offer

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 1.6%
T1: Course Offer 1.9% 21.4% 97.9%

This experiment has a required sample size of 11,628 in order to be valid. Since the experiment had a total sample size of 32,302, 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
× 21.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

Adding the end of article course signup form increased conversion on the page by 21%. This confirms our hypothesis that people have a higher likelihood to engage further with Heartlight after receiving valuable blog content.


Experiment Documented by...

Allison Jones

Allison is an Optimization Associate 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.