Focus on the Family
How the placement of an offer on article pages impacts conversion
Experiment ID: #2452
Focus on the Family
Experiment Summary
Timeframe: 11/14/2017 - 11/30/2017
By placing the offer at the end of the article, we were able to increase conversion by 101%! This tells us a couple of things:
1. Placement off an offer on a page matters significantly
2. People are more highly motivated to want/get the offer after they have experienced the full value of the content on the page. The offer acts as a natural next step in the mind of the end-user.
Now that we know where to place offers within article pages to get the highest conversion, we recommend testing the kind of offer we present in that space.
Research Question
Within an article, where is the best placement for an offer to increase conversion?
Design
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) ) )
Results
This experiment has a required sample size of
498 in order to be valid. Since the experiment had a total sample size of
366,818, 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:
101.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Focus on the Family gets a high volume of traffic on their article pages. In a previous experiment, we tested putting an offer (content or donation) on the article pages to convert that traffic into names and potentially donors for the organization. The content offer was highly successful. For this experiment we built upon those learnings and hypothesized that the placement of the offer may have an impact on conversion. Would an offer in the middle of the page or at the end of the article convert more site visitors? We split the traffic coming to the page to test this and find out.