How adding clarity and exclusivity to a newsletter signup footer impacts email acquisition rate
Experiment ID: #142340
International Mission Board
Experiment Summary
Timeframe: 03/24/2023 - 05/06/2023
At the bottom of IMB’s homepage is a call to sign up for communications and a form for users to submit their email. We hypothesized that adding more value prop copy to the Sign-Up—verbiage about why should someone sign up, what will you receive, etc—would increase email acquisition. The control copy was shorter, but more general, leveraging with a grab about a newsletter with interesting stories. Alternatively, the treatment tested more copy, but conveyed more details about what you’d receive and why to sign up.
Research Question
We believe that including value prop about why to sign up for communications from IMB for for users on the homepage will achieve an increased email conversion rate because people need to see value in signing up if they are going to provide their personal email because people need to see value in signing up if they are going to provide their personal email..
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.87% | $0.00 | ||
| T1: | Sign up - Value prop | 0.81% | -6.0% | 33.8% | $0.00 |
This experiment has a required sample size of 239,472 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 statistical level of confidence is not high enough to consider these results valid. Future experimentation should be conducted with a larger sample size given that the differences observed were under 1%. The experiment resulted in a 6% decrease in email conversion rate with a level of confidence of 33%.
One idea to execute a test of this hypothesis with a validating result is a more prominent treatment. This Sign Up form is located at the very bottom of IMB’s homepage which limits the pool size only to those who scroll to the bottom. This same copy could be tested with a slideout or popup that appears on the first portion of the page.