How increasing the content on the page affects email acquisition
Experiment ID: #2918
Heritage Action for America
Experiment Summary
Timeframe: 12/16/2015 - 01/04/2016
As part of a petition campaign to the GOP frontrunners, Heritage Action was trying to gather signatures for their conservative demand letter. The goal of this campaign was to align a group of visitors around a common set of conservative principles before asking for their email address and a donation.
Our initial hypothesis was that a shorter page that had a generic letter would reduce the amount of friction on the page. This page then had checkboxes that allowed the signers to select which candidates would receive the letter. It was suggested that we could improve clarity by placing three separate letters on the page, each individually addressed to the candidates. This would remove the need for people to select which candidate would receive the letter and would ensure people saw exactly what would be sent to the candidates. We decided to test these two hypotheses.
Research Question
Which method for displaying the letter will prompt the most “signatures” to the campaign?
Design
C: Checkboxes
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Checkboxes | 45.8% | ||
| T1: | Individual Letters | 42.3% | -7.7% | 99.8% |
This experiment has a required sample size of 1,528 in order to be valid. Since the experiment had a total sample size of 7,464, 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
× 7.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The three separate letters on a single page resulted in a 7.7% decrease in email acquisition. Our hypothesis is that the added content increased the friction associated with the page by making it longer. It would also seem that they did not increase the clarity of the offer as we assumed it would.