The Impact of a donor cultivation series opt-in on a landing page Experiment ID: #9459

Care Net

Experiment Summary

Ended On: 9/27/2018

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?


C: Control
T1: Treatment #1


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.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.