Will Adding the Form Fields to the Bottom of Articles Increase Sign Up Rates?
Experiment ID: #190001
NextAfter
Experiment Summary
Timeframe: 08/27/2024 - 09/23/2024
Focus on the Family has a very healthy amount of traffic going to their KMI article pages. Within those pages, they typically include 2 “go deeper” type resources. On the bottom of the page they use a universal CTA system that we used 1 of 6 within this test. By testing the pro-life KMI bottom of article CTA, we wanted to know if adding the video series content offer form for Sharing Pro-Life Views in Winsome Ways would out perform the typical image and click to a standard video series landing page.
Research Question
We believe that adding the Winsome Ways video series sign up form directly to the article pages for readers of FOTF’s pro-life article content will achieve an increase in email conversions because we removed a step in the sign up process and visitors could see just how quickly they could get something of value from their in-article experience.
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.14% | $510.21 | ||
| T1: | Variation 1 | 0.27% | 95.2% | 99.9% | $363.91 |
This experiment has a required sample size of 9,002 in order to be valid. Since the experiment had a total sample size of 53,252, 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
× 95.2% increase in conversion rate
× 28.7% decrease in average gift
39.2% increase in revenue
Key Learnings
The key learning from this experiment is that by adding the Winsome Ways video series sign-up form directly to the pro-life article pages, we were able to significantly increase email acquisitions by 95.2% for all traffic. This result was achieved with a high level of statistical confidence at 99.9%.
In future experimentation, we should continue to explore ways to streamline the user experience and reduce steps in the sign-up process. By directly offering valuable content within the article pages, we can capture the interest of visitors more effectively and increase conversions. Additionally, we should consider incorporating similar direct sign-up forms or offers on other relevant article pages to further enhance engagement and drive email acquisitions.