How validating shared beliefs affects email acquisition
Experiment ID: #10410
Texas Public Policy Foundation
Experiment Summary
Ended On: 01/10/2019
Texas Public Policy Foundation was running a campaign to raise support for their Center for the American Future, which defended citizens against government overreach. They were running a petition of support for John Yearwood, a rancher who faced a threat from the government if he disturbed the habitat of a rare spider—one which he had never seen!
They ran an experiment on the petition page to see if adding a section that asked the reader to confirm their shared values—namely that Texas landowners should be able to use their land as they please, that the federal government should let property owners conserve their own land, and that the government should follow the 10th Amendment—would increase email acquisition. Previous testing had implied that these checkboxes could have an impact on email acquisition (more people would sign the petition) and donations (more people would give after signing). They launched an A/B test to determine a winner.
Research Question
How will adding a section to validate shared beliefs affect email acquisition rate?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 57.3% | ||
| T1: | Treatment #1 | 57.8% | 0.9% | 42.9% |
This experiment has a required sample size of 66,005 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
Ultimately, the shared values checkboxes had no effect on email acquisition. However, the downstream data must be examined further to understand how this is affecting follow-on conversion.