How adding content offers to your website increases overall email and donor conversion rates
Experiment ID: #187552
The Heritage Foundation
Experiment Summary
Timeframe: 07/30/2024 - 08/27/2024
The Heritage Foundation wanted to find an efficient way to add their existing content offers to their website to capture additional emails and donations. They decided to add an interstitial on their content pages offering three ebooks – 5 Shocking Cases of Election Fraud, The Guide to the Constitution, and The Real Cost of America’s Border Crisis.
We ran this experiment for almost a month and showed the treatment to 50% of the traffic.
Research Question
We believe that adding content offers for website visitors will achieve an increase in email and donor conversion rate because we’re offering something of value to the people who are already interested in what Heritage has to offer.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.34% | $0.00 | ||
| T1: | Treatment 1 | 0.49% | 46.3% | 100.0% | $0.00 |
This experiment has a required sample size of 13,050 in order to be valid. Since the experiment had a total sample size of 608,712, 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
× 46.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment conducted by The Heritage Foundation are as follows:
1. **Value of Adding Content Offers:** The experiment demonstrated that adding content offers to the website can significantly impact email acquisition and donor conversion rates. By offering something of value to website visitors, in this case, three ebooks, the organization was able to attract more email sign-ups and increase one-time transactions.
2. **Significant Increase in Email Acquisition:** The treatment group, which received the content offers, saw a remarkable 46.0% increase in email acquisition for all traffic. This indicates that providing valuable content can incentivize visitors to share their contact information.
3. **Substantial Increase in Donations:** The experiment also showed a substantial 485% increase in one-time transactions, indicating that the content offers not only attracted more email sign-ups but also encouraged visitors to make donations.
4. **Statistical Significance:** Both the increase in email acquisition and one-time transactions were statistically significant, with confidence levels of 100.0% and 99.0%, respectively. This reinforces the reliability of the results obtained from the experiment.
Moving forward, The Heritage Foundation should leverage the learnings from this experiment in future experimentation by:
– Continuing to test the impact of different content offers on email acquisition and donation rates.
– Experimenting with the placement and design of content offers on the website to optimize conversion rates.
– Segmenting the audience to tailor content offers based on visitor preferences and behaviors.
– Monitoring the long-term impact of content offers on donor retention and engagement metrics.
Overall, this experiment highlights the effectiveness of providing valuable content to website visitors as a strategy to increase email acquisition and donor conversion rates. By incorporating these learnings into future experimentation, The Heritage Foundation can continue to optimize its digital marketing efforts and achieve its organizational goals.