Minnesota Public Radio

How a benefit-focused headline and CTA affects email conversion rate

Minnesota Public Radio

Experiment Summary

Ended On:

MPR is offering free access to their Econ 101 online course. They wanted to find a way to increase email conversion rate so we decided to run a radical redesign on the landing page by:

Providing a more detailed and benefit-focused headline
Providing a more detailed and benefit-focused CTA above the form
Moving the “About section” below the form

Treatment A featured the first two changes while treatment B featured all three changes.

This test ran for 3 weeks and was shown to 50% of traffic.

Research Question

We believe that providing a more detailed and benefit-focused headline and CTA for landing page visitors will increase the sign-up rate because it clearly communicates both the value of the course and the immediacy of access, making the offer more appealing and actionable.

Design

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T1: Headline+CTA

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T2: Headline+CTA+About Section

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	29.3%			$14.92
T1:	Headline+CTA	30.8%	5.3%	43.7%	$10.45
T2:	Headline+CTA+About Section	34.8%	18.9%	96.2%	$25.16

This experiment has a required sample size of 815 in order to be valid. Since the experiment had a total sample size of 1,801, 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
× 18.9% increase in conversion rate
× 68.6% increase in average gift
100.4% increase in revenue

Key Learnings

The key learning from this experiment is that providing a more detailed and benefit-focused headline and CTA on the landing page significantly increased the email acquisition rate for all traffic by 18.9% with a 96% level of confidence. By clearly communicating the value of the course and the immediacy of access, the offer became more appealing and actionable to visitors, leading to a higher conversion rate.

In future experimentation, it is important to continue focusing on the messaging and design elements that directly impact the perceived value and urgency of the offer. By prioritizing benefit-focused headlines and CTAs, we can enhance the overall user experience and drive higher conversion rates. Additionally, it would be beneficial to explore other elements of the landing page, such as the form layout, color schemes, and imagery, to further optimize the conversion process. Regular testing and iteration based on data-driven insights will be key to continuously improving the performance of the landing page and maximizing email acquisition rates.

Experiment Documented by NextAfter

Question about experiment #70370

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