National Breast Cancer Foundation
How a question in a headline affects conversion rate on an acquisition page
Experiment ID: #5839
National Breast Cancer Foundation
Experiment Summary
Timeframe: 03/20/2018 - 04/19/2018
NBCF was offering free healthy living tips as an acquisition offer, and wanted to test whether adding a question in the headline would increase people’s motivation to download the offer.
Research Question
Does asking a question in a headline convert more people than an actionable value prop?
Design
C: control
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) ) )
Results
This experiment has a required sample size of
212 in order to be valid. Since the experiment had a total sample size of
2,049, 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
× 19.1% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The question headline decreased conversion by 19%. It’s possible that because we were asking a question rather than giving them an actionable charge, “Start living healthier this week,” that people were less motivated by the headline to convert.