How the type of content in an inline offer affects conversion rate Experiment ID: #9566

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: 10/16/2018 - 10/27/2018

We validated a previous experiment with an inline content offer at the bottom of the Heartlight blog for a 29% lift in conversions. The next test in this series was to test our original offer, the Tough Guys and Drama Queens course, against our newest online course, Bridging the Gap With Your Teen. The layout and targeting was the same as the original test, with copy adjusted.

Research Question

Are more people likely to convert when offered a new online course rather than an older course?


C: TGDQ course
T1: Bridging the Gap course


Treatment Name Conv. Rate Relative Difference Confidence
C: TGDQ course 1.3%
T1: Bridging the Gap course 1.9% 45.7% 98.3%

This experiment has a required sample size of 3,504 in order to be valid. Since the experiment had a total sample size of 10,307, 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
× 45.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

45% more people signed up for the Bridging the Gap course when presented it than the TGDQ course. It’s likely that most people who are regular blog readers of HL content have either already signed up for TGDQ, or have seen it offered multiple times, so offering new and fresh content is the most probably reason for the lift. However, this could also be due to a higher motivation and a more clear value proposition offered with the new course.

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.