How reordering a headline’s CTAs impacts email acquisition
Experiment ID: #191451
The Navigators
Experiment Summary
Timeframe: 09/30/2024 - 10/11/2024
Every month, The Navigators have been running a Scripture Memory Text Campaign to help their audience memorize more scriptures.
However, there has still been some confusion that this is a text campaign – a series of 7-8 texts, 1 per day. Therefore, their team decided to change the headline to read: “Sign up for Text Messages and join us for a Scripture Memory Challenge!” in an effort to emphasize participants would receive daily tests.
We hypothesized that this change would result in a lower number of sign ups due to the perceived level of commitment, privacy concerns, and spam all associated with texts.
So, we decided to test it against a new headline that focused on the Scripture Memory campaign first, rather than just signing up for texts.
Our goal was to get people bought into the campaign first then agree to receiving text messages.
Research Question
We believe that rewording the headline to make the primary focus the campaign for October Scripture Memory landing page visitors will achieve an increase in sign ups because making the campaign the focus relieves the privacy concerns and concerns of spam that are often associated with texts from an organization.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.1% | $39.31 | ||
| T1: | Headline Test | 1.6% | -21.6% | 81.1% | $47.78 |
This experiment has a required sample size of 6,873 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
The key learning from this experiment is that changing the headline to focus on the campaign itself rather than the text messages resulted in a slight decrease in sign-ups, indicating that visitors were not impacted, neither positively or negatively, by the headline asking them to sign up for text messages first. While these results did not validate, it is a helpful learning that The Navigators audience did not have a heightened or lessened motivation to sign up by the commitment to texts.
In the future, it may be beneficial to strike a balance between promoting the campaign and addressing potential privacy concerns. A revised headline that emphasizes the benefits of the Scripture Memory Challenge while also addressing privacy and spam concerns could potentially yield better results. Additionally, it’s important to ensure that any changes made are tested with a higher level of statistical confidence before implementing them on a larger scale.