How minimizing the content on the initial offer affects conversion rate on the sequential offer
Experiment ID: #11706
Texas State Historical Association
Experiment Summary
Timeframe: 11/13/2014 - 12/01/2014
Texas State Historical Association had been offering their Texas Almanac publication as a free download in exchange for the visitor’s email address. This offer had been running over the past month and had resulting is several thousand new email addresses for the TSHA house file. We had performed multiple tests in that time period but had been unable to beat the conversion rate of the original control.
Using the learning from the previous test, we created a radical redesign of the initial landing page. We simplified the design and maximized the imagery of the book over the copy on the page. Part of the process involved not only the name acquisition but also the conversion of these names into donors on the subsequent page.
Research Question
Will a simpler page with more emphasis placed on the image of the book be better at acquiring names and donors than the existing long copy and busy imagery version?
Design
C: Long Copy with Multiple Images
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T1: Single Image with Short Copy
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[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-132x172.jpg
[thumb_272_172-width] => 132
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-353x461.jpg
[thumb_372_461-width] => 353
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-372x486.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 486
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-207x270.jpg
[thumb_385_270-width] => 207
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-184x241.jpg
[thumb_416_241-width] => 184
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-314x410.jpg
[thumb_448_410-width] => 314
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-627x820.jpg
[thumb_448_410_retina-width] => 627
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-292x382.jpg
[thumb_574_382-width] => 292
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Copy_with_Multiple_Images-2-302x395.jpg
[thumb_776_395-width] => 302
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 25637
[id] => 25637
[title] => Single_Image_with_Short_Copy.jpg
[filename] => Single_Image_with_Short_Copy-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2.jpg
[link] => https://www.nextafter.com/experiments/maximizing-imagery-language-follow-ask/attachment/single_image_with_short_copy-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => single_image_with_short_copy-jpg-3
[status] => inherit
[uploaded_to] => 11393
[date] => 2022-02-07 23:03:30
[modified] => 2022-02-07 23:03:30
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1010
[height] => 914
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-300x271.jpg
[medium-width] => 300
[medium-height] => 271
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-768x695.jpg
[medium_large-width] => 640
[medium_large-height] => 579
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2.jpg
[large-width] => 640
[large-height] => 579
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2.jpg
[1536x1536-width] => 1010
[1536x1536-height] => 914
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2.jpg
[2048x2048-width] => 1010
[2048x2048-height] => 914
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 633
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-50x45.jpg
[admin-width] => 50
[admin-height] => 45
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2.jpg
[full-width] => 1010
[full-height] => 914
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-372x337.jpg
[thumb_372-width] => 372
[thumb_372-height] => 337
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-691x625.jpg
[single_post_thumbnail-width] => 691
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-32x29.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-48x43.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 43
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-64x58.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 58
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-128x116.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 116
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-74x67.jpg
[thumb_122_67-width] => 74
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-153x138.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 138
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-130x118.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 118
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-196x177.jpg
[thumb_232_177-width] => 196
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-544x492.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 492
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-271x245.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 245
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-271x245.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 245
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-190x172.jpg
[thumb_272_172-width] => 190
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-372x337.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 337
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-372x337.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 337
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-298x270.jpg
[thumb_385_270-width] => 298
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-266x241.jpg
[thumb_416_241-width] => 266
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-448x405.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 405
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-896x811.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 811
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-422x382.jpg
[thumb_574_382-width] => 422
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Single_Image_with_Short_Copy-2-436x395.jpg
[thumb_776_395-width] => 436
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Copy with Multiple Images | 0.25% | ||
| T1: | Single Image with Short Copy | 0.47% | 86.0% | 95.4% |
This experiment has a required sample size of 5,153 in order to be valid. Since the experiment had a total sample size of 15,889, 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
× 86.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new treatment of the name acquisition page actually decreased the number of email addresses acquired by 6.3%. At first glance, this appeared to be a failed experiment until we looked further down the conversion funnel.
When looking at the conversion rate of the subsequent donation page, the audience coming from the simpler acquisition page had an 86% increase to donor acquisition. It would seem that by not overwhelming visitors with content on the initial landing page, they were more inclined to read the content on the follow on page which resulted in an increased number of donors.