WUNC

How a newsletter sign up compared to an ebook sign up

Experiment ID: #156449

WUNC

Experiment Summary

Timeframe: 06/15/2023 -

WUNC is a North Carolina Public Radio Station. To convert web traffic to email subscribers, we tested a slide out with fields to sign up for the weekly What’s Trending Newsletter vs. an ebook offer.

WUNC has struggled in converting web traffic into email subscribers, in a previous test we experimented with presenting a newsletter sign up via a slide-in and saw a 395% increase in emails acquired. For the next iteration, we are testing the newsletter offer vs a content offer to see if the item presented has an impact.

Research Question

Which offer will generate more emails, a weekly newsletter or an ebook?

Design

C: Newsletter
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T1: eBook
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Newsletter 1.1%
T1: eBook 1.8%63.5% 99.4%

This experiment has a required sample size of 2,261 in order to be valid. Since the experiment had a total sample size of 9,057, 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
× 63.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

The experiment conducted by WUNC found that the slide-out offering an ebook generated more email subscribers than the one offering a weekly newsletter. The treatment offered a 63.5% increase in emails acquired for all traffic, with a 99.4% confidence level.

The key learnings from this experiment are that offering an ebook is a more effective way to acquire email subscribers for WUNC. In future experimentation, WUNC should continue offering an ebook in their email sign-up prompts and test variations of the newsletter content to optimize email acquisition. Additionally, testing different types of incentives to encourage sign-ups could be a useful experiment to run.


Experiment Documented by Nathan Hill
Nathan Hill is Vice President, NextAfter Institute.

Question about experiment #156449

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