How using a more negative approach in a pledge can impact conversion.
Experiment ID: #6160
Care Net
Experiment Summary
Ended On: 06/06/2018
Care Net offers a free online course called Pro-Life 101. Through a series of testing, they found that putting a pledge at the front of the online course increase course conversion. The pledge that they presented had a more positive tone to it. In an effort to increase conversion for the pledge and the online course, we hypothesized using a more negative tone on the pledge. We tested this against the the positive pledge on both the Facebook ads and the acquisition landing page.
Research Question
Would a positive or negative pledge increase conversion for the online course?
Design
C: Positive Pledge
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T1: Negative Pledge
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Positive Pledge | 0.76% | ||
| T1: | Negative Pledge | 0.91% | 20.2% | 97.5% |
This experiment has a required sample size of 26,045 in order to be valid. Since the experiment had a total sample size of 93,473, 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
× 20.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The negative pledge increased conversion by 20%! The negative tone appealed to the strong pro-life audience more and really communicated what would happen if they didn’t take action. This approach saw higher engagement all the way through the funnel – from Facebook ad to pledge page and finally to the course sign-up. Not only did this approach increase conversion for the online course, but it also decreased the cost per acquisition by 29%.