The Impact of a donor cultivation series opt-in on a landing page
Care Net
Experiment Summary
Ended On: 09/27/2018
We had a very high conversion rate on the landing page of our free online course, Pro-Life 101. We have been looking for ways to present more people with an email series designed to convert contacts into monthly donors, Caring Partners. Our hypothesis was that we could offer contacts an opt-in for this series on the landing page with the form. We wanted to see what impact that had on conversions as well as how many leads opted in.
Research Question
What is the Impact of a donor cultivation series opt-in on a landing page and how many leads would opt in?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 71.2% | ||
| T1: | Treatment #1 | 60.3% | -15.3% | 100.0% |
This experiment has a required sample size of 144 in order to be valid. Since the experiment had a total sample size of 3,132, 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
× 15.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
While the opt in decreased conversion by 15%, 11% of acquired leads opted into the series to learn more about saving lives every month as a Caring Partner. This meant 239 leads during the test period. During the course of a year, we could put more than 3,000 people through the Caring Partner onboarding series by making this addition to our pro-life 101 landing page.