How a Security Callout on a Landing Page Impacts Sign-Up Rate
Experiment ID: #147529
International Mission Board
Experiment Summary
Timeframe: 04/25/2023 - 06/25/2023
The IMB’s Course on Prayer offer was experiencing a low sign-up rate on the landing page. We hypothesized that eliminating anxiety with a simple security callout at the bottom of the form would reassure users by clarifying what their information will be used for. We believe a reminder to the user of why their email is being requested (to receive their course lessons) will increase the number of emails acquired.
Research Question
We believe that a security callout at the bottom of the form for users on the Course on Prayer landing page will achieve an increase in email acquisitions because it removes anxiety around giving up an email. because it removes anxiety around giving up an email.
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 33.7% | $45.04 | ||
| T1: | Treatment - Security Language | 34.3% | 1.9% | 47.8% | $34.29 |
This experiment has a required sample size of 41,342 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 results of this experiment should not be considered valid due to the statistical level of confidence being below 85%. Ultimately, a very small lift with a low level of confidence shows that this treatment did not cause much of a difference for users arriving at this landing page. More testing is required, but this also prompts us to explore what other factors could be causing anxiety/friction to email acquisition.
In future experimentation, it is crucial to have a larger sample size and a higher level of confidence before making any decisions based on the results. It may also be beneficial to test alternative forms of security callouts or messaging to determine which resonates best with visitors.