How the style of offer impact email acquisition
Alliance Defending Freedom
Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.
Experiment Summary
Timeframe: 02/27/2018 - 03/13/2018
In a previous experiment for Alliance Defending Freedom, we had found that a Statement of Belief dramatically outperformed the standard email newsletter offer for visitors coming from paid social media ads. Based upon these results, we wanted to see if the same impact would be seen if we applied the Statement of Belief offer to organic visitors to the blog. The ADF blog is a significant source of visitors to the site and, over the years, has become a great source for email acquisition.
Research Question
Will a statement of belief offer increase email acquisition compared to the generic email newsletter offer?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Email Newsletter | 0.62% | ||
| T1: | Statement of Belief | 1.2% | 98.0% | 100.0% |
This experiment has a required sample size of 1,924 in order to be valid. Since the experiment had a total sample size of 30,772, 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
× 98.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Through this experiment, we were able to increase email acquisition by 98% for both mobile and desktop visitors. This is a significant leap forward in email acquisition for the visitors being driven to the blog. It is also a great indication that we need to expand our thinking when it comes to the offers we’re presenting to visitors. We need to make sure they are unique and appealing to our ideal audience; we will also need to make sure these offers are constantly being tested to stay relevant with the audience.