How adding value proposition copy on a homepage can impact member conversion Experiment ID: #16953

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Ended On: 7/11/2019

On the homepage of the Adventures in Odyssey website, people have the opportunity to become a member (sign up for the Adventures in Odyssey club). When we looked at the page, we hypothesized that there wasn’t clarity in what people were signing up for, or a clear call-to-action. The homepage communicated what the benefits/incentives of being a member were, but it didn’t tell a visitor coming to the website why a person should become a member. We developed a treatment that added value proposition to the homepage prior to explaining the benefits of the membership. We also added a call-to-action at the bottom of the benefits section in an effort to increase member sign-ups from the homepage. 

Research Question

Would adding value proposition to the homepage of the AIO website increase memberships?

Design

C: Control
T1: With Value Proposition Copy

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 4.8%
T1: With Value Proposition Copy 5.9% 24.7% 100.0%

This experiment has a required sample size of 2,811 in order to be valid. Since the experiment had a total sample size of 61,398, 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
× 24.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

We were able to increase AIO memberships by 24.7% on mobile devices. 

Even though the homepage became dramatically longer with the added value proposition, the value proposition brought clarity to why a person should sign up increasing the appeal of the membership and resulting in more people converting. 

With 90% of the traffic coming to this page on mobile phones, this increase has a significant impact on overall revenue. Considering that an average membership is $10/month, this increase has the potential to increase revenue over the year by over $720,000.


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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.