how the placement of an inline offer impacts · but then this morning we've had a really good...
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onlineforlife.org
How the placement of an inline offer impacts
conversionExperiment ID: #6743
Inline Offer Placement
Background:• Client: The Heritage
Foundation• Placed an inline direct ask
for a donation on The Daily Signal website
Control
Inline Offer PlacementTreatment
Treatment Changes:• Moved the inline offer from
the middle of the article to the bottom to improve the readers’ experience
Inline Offer PlacementControl Treatment
91.1% increasein conversion rate
Inline Offer Placement
Treatment Name Conv. Rate Relative Diff Stat Confidence
C: Positioned in Middle 0.03%
T1: Positioned at Bottom 0.05% 91.1% 100%
Key Learning:
Moving the donation ask to the bottom of the article resulted in a 48% increase to the number of visitors going to the donation page and a 91% increase to overall donations. Our hypothesis is that allowing the visitor to experience the content before making the ask increased the clarity of the value proposition. This is what would have led to the increased volume of traffic and conversion.
✓
91.1% increase in conversion rate