How landing page form placement impacts cognitive momentum and subsequent donor conversion rate
Experiment ID: #76367
Americans for Prosperity
Experiment Summary
Timeframe: 11/12/2021 - 11/26/2021
As a part of optimizing a new eBook offer, Americans for Prosperity was looking at ways to increase email signup rates through the landing page. On the list of ideas was simply moving the form up on the page so that it would be “above the fold” on the page.
Would this increase email signup rates? Subsequently, how would it impact subsequent donor conversion rates, as well?
Research Question
We believe that moving the form “above the fold” on the landing page for prospective donors will achieve an increase in email signups and donors.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.68% | $0.00 | ||
| T1: | New Layout (form first) | 0.14% | -79.8% | 97.9% | $0.00 |
This experiment has a required sample size of 1,064 in order to be valid. Since the experiment had a total sample size of 2,915, 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
× 79.8% decrease in conversion rate
× 0% increase in average gift
Key Learnings
With a 97% level of confidence, we observed a decrease of 79.8% in donor conversion rate.
Moreover, we also noticed a negligible difference in email signup rates (-1.4%, 14% LoC) in the process, as well.
Our hypothesis is that by moving the form up and “above the fold” — we actually disrupted the “cognitive momentum” in the process for a donor-inclined audience, which is why we saw a decrease in donor conversion rate on the subsequent donation page.
On top of that, we didn’t see any increases (but rather a small decline) in email signup rates, as well.
Further experimentation with creating donor motivation from the landing page to the subsequent donation page should be explored in this case.
Some other notable changes to other metrics due to the experiment include the following:
- Revenue experienced a 89.5% decrease with a 90% level of confidence.
Finally, here are additional observations of the impact the treatment had on other visitor segments within the experiment:
- Mobile visitors had an 83.0% decrease in donations with a 94% level of confidence.
- Returning visitors had a 100.0% decrease in donations with a 96% level of confidence.
- Email visitors had a 100.0% decrease in donations with a 96% level of confidence.