How providing a midpoint call-to-action impacts overall conversion
Experiment ID: #2463
The Heritage Foundation
Experiment Summary
Timeframe: 12/15/2017 - 01/02/2018
We discovered that removing the midpoint call-to-action reduced the number of people clicking on the ad by 24% which then led to a 40% decrease in overall donations. It would appear that the midpoint CTA does more than just jump people to the bottom of the page. It gives them a hint at the offer they will soon see which made them not only more likely to click on the ad but more likely to donate too.
Research Question
Will removing the midpoint call-to-action increase overall conversion rate?
Design
C: With Middle CTA
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T1: No Middle CTA
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | With Middle CTA | 0.04% | ||
| T1: | No Middle CTA | 0.03% | -40.5% | 99.3% |
This experiment has a required sample size of 87,641 in order to be valid. Since the experiment had a total sample size of 337,913, 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
× 40.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
For The Daily Signal, their Dear Reader inline donation ask had become a significant source of revenue for the organization. During the last calendar year end campaign, we did some testing around both the messaging and ways to increase urgency. Over the last 12 months, we had also learned that moving the ask to the bottom of the article was able to significantly increase donations. However, when we moved it to the bottom, we left a small, midpoint call-to-action that was a short headline and sentence that linked to the full offer at the bottom of the article.
During this year end campaign, we wanted to see if we could extrapolate what we learned from the positioning experiment. We wanted to remove the midpoint CTA entirely which would give readers an uninterrupted reading experience before the ask was made. Our hypothesis was that this would lead to an increased likelihood of someone engaging with the ad at the end.