How a value-focused headline impacts email acquisition Experiment ID: #15073

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 4/8/2019 - 4/28/2019

Buckner International had launch their new devotional series titled Discovering God’s Will for your Life. The initial landing page was created using the learnings from past experiments. However, after it was launched, we were looking at the page and realized that the headline may not position the offer in a way that emphasizes the value to the visitor. We decided to launch an experiment with a new headline that emphasized the value the reader receives instead the work they have to do.

Research Question

Will a value-focused headline increase email acquisition rates?


C: Control
T1: Headline test


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 47.4% $0.00
T1: Headline test 54.7% 15.3% 95.9% $0.00

This experiment has a required sample size of 365 in order to be valid. Since the experiment had a total sample size of 793, 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
× 15.3% increase in conversion rate
× 0% increase in average gift

Key Learnings

The headline that emphasized the benefit to the reader resulted in a 15.3% increase to the email acquisition rate. This is a great reminder that the visitors we send to this page are not necessarily sold on the offer and that we need to frame every micro-decision in the terms of the value to the potential subscriber.

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.