How an email acquisition offer performs on a ‘Case’ page
Experiment ID: #9221
Alliance Defending Freedom
Experiment Summary
Timeframe: 05/17/2018 - 07/17/2018
In a recent data analysis, we discovered that ADF’s Case Pages see a significant spike in traffic when a case makes national news. Knowing that the results of the Jack Phillips case and NIFLA would be announced in the coming weeks, we decided to see if we could capitalize on that increase in traffic.
To do that, we created a treatment that added the already highly performing Statement of Belief to the Jack Phillips and NIFLA case pages. It replaced the existing call to actions which were buttons at the bottom for both a newsletter and a donation.
Research Question
Will reducing the number of CTAs to a single action and utilizing the Statement of Belief as the offer increase the number of emails acquired?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.54% | ||
| T1: | Statement of Belief | 0.68% | 26.6% | 47.5% |
This experiment has a required sample size of 22,608 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
We did not see a statistically significant increase in the number of emails acquired when using the Statement of Belief. Our hypothesis is that the Statement of Belief was not the right offer to best match the motivations of those coming from organic search. Since, for many of them, they were just learning about Jack Phillips and NIFLA for the first time, they were likely not yet ready to sign on to a statement of belief.