Impact of adding additional clarity to the form Experiment ID: #9578

Care Net

Experiment Summary

Timeframe: 10/19/2018 - 10/26/2018

Since we were testing requiring an address on our pro-life 101 acquisition funnel, we added a sentence to the first step landing page saying “step 1 of 2.” The control page had no address redirect, so there was no other step. Thus, we did not have any text over the form indicating what step it was in the process.

Research Question

What is the impact of indicating on the form which step the visitor is on towards completing the CTA?


C: Control
T1: "Step 1 of 2"


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 23.5%
T1: "Step 1 of 2" 32.1% 36.4% 100.0%

This experiment has a required sample size of 208 in order to be valid. Since the experiment had a total sample size of 2,081, 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
× 36.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

When we added this language, we did not expect it to increase conversion. If anything, we expected that the promise of an additional, still unknown step, would DECREASE conversion. Instead, it has a significant increase. Our hypothesis is that the further clarity on the form removed doubt in the visitor’s mind regarding what was necessary in order to enroll in the course and thus outweighed any negative impact introduced by the friction of an additional step.

We will test this language on other landing pages to see if it has a similar impact. Visitors to this landing page come via a pledge. We want to see the impact of “step language” on landing pages that do not have pledges before them.

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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.