How increased value proposition and the layout of an acquisition opportunity impacts conversion Experiment ID: #15967

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Ended On: 5/21/2019

On the homepage of the Missionary Oblates of Mary Immaculate website, they placed an email acquisition opportunity for people to sign-up for their newsletter. The acquisition opportunity had a two column approach and minimal value proposition copy. We hypothesized that strengthening the value proposition in the headline and CTA and changing the layout to be one column, we might be able to increase name conversion from the homepage.

Research Question

Will the layout and a stronger value proposition improve name conversion on the homepage?


C: Two column
T1: Single column+Strengthened Value Prop


Treatment Name Conv. Rate Relative Difference Confidence
C: Two column 4.9%
T1: Single column+Strengthened Value Prop 6.1% 25.0% 99.9%

This experiment has a required sample size of 2,670 in order to be valid. Since the experiment had a total sample size of 15,056, 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
× 25.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment increased name conversion by 25%. By changing the layout to be a one column approach instead of a two column, we decreased friction in the acquisition process by improving the line of sight. In addition to this, by strengthening the value proposition and leaning into an exclusivity factor and then reinforcing it in the CTA, we were able to appeal to more people and convert them into new names for the organization. 

Experiment Documented by...

Courtney Gaines

Courtney is a Vice President 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.