How a two-step form on a pop-up offer affects conversion
Experiment ID: #10911
NextAfter
Experiment Summary
Timeframe: 01/29/2019 - 03/05/2019
In this experiment, we had launched popups on key pages on our website in order to try and get a few more people to enroll in the online fundraising benchmark study. To enroll in the study, you needed to provide 3 key metrics – monthly web traffic, monthly donations, and average gift size.
The original pop-up had a brief description of the report, and then had a button link to the landing page. But we wondered if we could increase conversion by asking someone right away what their monthly web traffic was. Upon entering their web traffic, they’d advance to the landing page to finish provide their other 2 metrics and their contact info. (The landing page pre-filled their web traffic info so it didn’t have to be answered again)
Research Question
Will using a two-step form instead of a “Learn More” link lead to more conversions?
Design
C: Link to Landing Page
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T1: First Question
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Link to Landing Page | 0.00% | ||
| T1: | First Question | 0.24% | 100.0% | 97.5% |
This experiment has a required sample size of 1,616 in order to be valid. Since the experiment had a total sample size of 4,193, 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
× 100.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While the volume of people converting on this offer is small (this was expected), the treatment saw an infinite increase in conversions. Although it required more work to get to the landing page, having someone complete an easy first step made them more committed and likely to convert on the following page. Clicking “Learn More” is a much easier action, but it doesn’t result in as much motivation and commitment to the final offer.