The impact of greater clarity over the form Experiment ID: #9615

Care Net

Experiment Summary

Ended On: 11/15/2018

We were in the midst of testing the impact of adding a second step to the enrollment process for our free online course so we could acquire mailing addresses. In order to set up the test, we had to create a variation on the first step where 50% of traffic would get the second step and 50% would not. For the 50% that would get a second step, we added text saying “Step 1 of 2” indicating that another step would be required prior to enrollment.

Research Question

What is the impact of adding “step 1 of 2” over the form as greater clarity to visitors.

Design

C: Control
T1: WIth "Step 1 of 2"

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 25.2%
T1: WIth "Step 1 of 2" 30.9% 22.7% 100.0%

This experiment has a required sample size of 471 in order to be valid. Since the experiment had a total sample size of 7,197, 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
× 22.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The small addition of “step 1 of 2” significantly increased the number of people completing the first step. This increase was significant enough to almost completely erase the decreased conversion on the second step when we asked for a visitor’s mailing address. Our Hypothesis is that this extra clarity provided greater assurance to the visitor of where they were in the enrollment process. We are now adding this to other pages.

Update: We tested this text on another page and, while it slightly increased conversion, we could not get it to validate. We hypothesize that on landing pages that are in the mist of a series (ex: Pledge to Course to Donation Page) the additional text has a greater impact on conversion.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.