How increasing the personal relevancy of the offer to the reader affected online course registrations

Care Net

Experiment Summary

Timeframe: 08/25/2019 - 09/24/2019

Care Net was offering a free online course. They crafted a landing page that was very informative, provided specific details about the length and content of the course, and used social proof to show both the number of course takers and their high ratings of the course. However, they wondered if the rest of the language was creating distance between the reader and the intended action of registering for the course. We crafted another version of the landing page that sought to strategically close the distance between the reader and the intended course registration in two ways. First, this new landing page was more conversational in nature, which allowed the reader to imagine themselves experiencing the emotions that were described (“Do you find yourself getting nervous or fearful…”, “Do you feel unsure…”). Second, the treatment presented a very direct solution to combat these emotions  (“You don’t have to feel this way…we want to equip you”) and related it personally to the reader (“This course will give you confidence”). Finally, the the more personal approach in tone and copy in the treatment allowed the reader to connect more intimately with the organization’s cause.

Research Question

Can course registrations be increased by causing the reader to imagine their personal emotions and providing a clear solution in response to these feelings?

Results

This experiment has a required sample size of 993 in order to be valid. Since the experiment had a total sample size of 4,662, 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
× 14.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment copy produced a 14.6% lift in conversion rate with a 99.7% level of confidence. This shows how important it is to connect the reader to the offer by being more personal in tone and increase their perception that the offer can help address their need by clearly showing them how it will impact them.

This approach makes the offer more clearly desirable by ensuring that the reader will see a noticeable impact to a specific emotion or experience in their own life by following the call-to-action.