onlineforlife.org

The unintended impact of increase value propositionExperiment #1567

Unintended Impact

Background:• Partner: Alliance Defending

Freedom• Newsletter signup page • Visitor would select which

publication they would like to receive based upon descriptions on the right

Control

Unintended ImpactTreatment

Treatment Changes:• Changed the design to be more

reflective of upcoming website• Value proposition language above

the form• Added descriptions of the

publications to help sell them individually

• Included links to content they would be receiving

Unintended ImpactControl Treatment

30.8% increase in email acquisition

Unintended Impact

Version Conv. Rate Relative Diff Stat Confidence

C: Original 67.7%

T1: Radical Redesign 46.9% -30.8% 100.0%

Key Learning:

The exit paths provided by the example links and the choices madeby adding language around publications increased overall friction.This decreased conversion by 30.8%.

✓

30.8% decrease in emails acquired