How a broader value proposition in the headline affects email acquisition
Experiment ID: #3867
Hillsdale College
Experiment Summary
Timeframe: 04/02/2016 - 05/03/2016
Hillsdale College was promoting their free Constitution 101 course through multiple online channels. The control signup page converted nearly 40% of visitors to enroll in the course, but it also assumed that the primary value proposition, “Understand the Constitution like never before” resonated with each visitor.
They wanted to test whether a broader statement might capture the attention of more people who did not already have an inclination to “understand the Constitution like never before” and convince more to enroll. They also hypothesized that a “value statement” in the headline might result in more donations. So they created a second page, with the headline “The Constitution secures your freedoms as an American” and the subheadline “Understand it like never before in Hillsdale College’s free online course”.
They launched an A/B test to determine the winner.
Research Question
Will a broader value statement in the headline increase email acquisition?
Design
C: Narrow Motivation
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T1: Broad Value Statement
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Narrow Motivation | 41.0% | ||
| T1: | Broad Value Statement | 39.9% | -2.7% | 94.1% |
This experiment has a required sample size of 15,225 in order to be valid. Since the experiment had a total sample size of 28,186, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The new page with the broader headline actually decreased email acquisition conversion rate by 2.7%. However, looking at the entire funnel, we noticed that visitors to this page were 14.4% more likely to donate.
This presented an interesting finding: while the broader statement resulted in fewer course enrollments, it increased the motivation of those who did enroll. This seems to suggest that while the new headline was more divisive among initial visitors (which caused slightly lower enrollment), it increased the appeal of the course by playing to the values (rather than just the surface desires) of those who accepted the offer. This reiterates the importance of measuring the entire funnel when there is both email acquisition and donor acquisition at stake.