How the kind of offer on the homepage impacts name conversion Experiment ID: #11954
Timeframe: 2/7/2019 - 2/22/2019
On Boys Town’s homepage, they offer people the opportunity to sign-up for their eNewsletter. With the significant volume of traffic on their home page, we hypothesized a different kind of offer might increase name conversion. To test this hypothesis, we proposed testing a content specific offer instead of the eNewsletter.
Which offer will convert website traffic into names for the organization more effectively?
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
This experiment has a required sample size of 1,218 in order to be valid. Since the experiment had a total sample size of 2,553, 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
× 171.6% increase in conversion rate
× 0% increase in average gift
The content specific offer increased name acquisition by 171%. While the treatment may only be something a smaller segment of the homepage traffic might be interested in based on the content being offered, the value of this offer out-weighed that of the control. The treatment also communicated value to the end reader in the call-to-action. The call-to-action for the treatment was “Get this free eBook” where the control was “Sign up Now”. The control communicates that there is work required to get the offer.