The impact of providing the entire eBook on a landing page
Care Net
Experiment Summary
Ended On: 10/18/2018
We had read in Hubspot’s blog that including the entire eBook on a landing page, with a dynamic CTA that follows the reader on the page, would increase conversion. We wanted to see if letting visitors “try before they buy” would increase the number of emails acquired. We decided to launch this test with Desktop traffic getting the entire eBook and mobile traffic getting only the first few pages. We ran the experiment for just over two weeks.
Research Question
Will letting visitors “try before they buy” increase the number of emails acquired through a free eBook offer.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Landing Page (no eBook sample) | 37.4% | ||
| T1: | Long Page (with entire ebook) | 32.3% | -13.5% | 97.2% |
This experiment has a required sample size of 682 in order to be valid. Since the experiment had a total sample size of 1,715, 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
× 13.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
While both pages performed well, there was a clear decrease in conversion for the page that included the entire eBook. Our hypothesis is that the value proposition was not made clearer by including the eBook content and the added length to the copy muddied the offer.