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 Name | Conv. Rate | Relative Difference | Confidence |
---|
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.