Impact of adding additional clarity to the form
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?
Design
Results
| 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.