How Emphasizing Value Proposition Increased Clickthrough Rate Experiment ID: #21813

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

Timeframe: 6/17/2020 - 7/25/2020

One of the landing pages serving as an entry point for Adventures in Odyssey only had the value proposition and call to action for joining at the bottom of the page. Since we were running a free trial during the summer, we wanted to maximize traffic and minimize distraction, giving site visitors a clear path to begin the sign-up process.

Research Question

Will adding value proposition to the top of the webpage increase traffic to the AIO free trial sign-up page?


C: Control
T1: Treatment


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 11.5%
T1: Treatment 16.9% 47.4% 100.0%

This experiment has a required sample size of 316 in order to be valid. Since the experiment had a total sample size of 72,663, 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
× 47.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

By adding value proposition and a clear call to action at the top of the page, we were able to increase visitor conversions by 47.4% compared to having it placed at the bottom of the page. The new placement brought clarity to where a person should sign up, and the additional value prop language increased both the appeal and perceived value, resulting in more people converting to the free trial sign-up page.

Experiment Documented by...

Rebekah Josefy

Rebekah is Optimization Associate. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.